The Value Of Customer Testimonials For Small Business


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Nowadays, customer testimonials have been considered as standard practice for nearly all business models.

Everyone is looking for ways to let you know why you should trust their service. Customer testimonials serve several applications that will boost your business’s success. In today’s post, you will learn how you can solicit them from customers.

1. Validation

Validation is two-fold in its service. Not only is it important for your customer, but it can serve as fuel for your business as well. Whether you’re just starting out or you’re an established company rolling out a new product, there’s always that anxiety of wondering how something will be received by the public. Getting positive feedback from consumers will give you the confidence to keep pursuing the avenues that are working.

Just as important if not more so, is the confirmation potential customers will get, knowing that they’re not alone in their decision to purchase your product. It’s no secret that humans like to belong or fit in with others. There have been numerous psychological studies proving that in times of uncertainty, people will tend to copy others’ actions. For instance: imagine you’re on a road trip and you’re in the middle of nowhere when you pull over for food. There’s two BBQ joints that look similar, except for one’s completely empty and the other is full. Barring that there’s no line, which one will you choose? That’s the power of validation.

2. Vantage Point

Whatever our jobs, we all experience it. We see things through a point of view because that’s what our professions teach us to do. As hard as we try, we can never quite see things the same way someone else does. When it comes to business, no one’s viewpoint matters more than the customer’s. Customer testimonials will allow you to see things through the eyes of someone else and provide you with unique insights you couldn’t get in any other way. Which brings us to our third and final point.

3. Unique Insight

You’re sure everyone loves your product because of it’s beautiful design. You’ve even poured thousands of dollars into marketing based on that singular fact and then you speak with your customers, not one mention of design. In fact, some people don’t even like the look of your product but they love how sturdy it is.

The fact is, customers see things you can’t. Even if you’re aware of all your product’s uses, can you be sure which one is driving them to purchase it? Customer testimonials can give you a sense of what makes your product shine, how people are using it, and how you need to market it.


  • Use customer testimonials as a mini compass for your business. They will help you and your customers consistently make smarter decisions.
  • Basic web analytics can measure a lot things, but hearing testimonials directly from the mouth of your consumers can reveal things numbers aren’t always capable of doing.
  • Be wise and diversify your strategy, a plan that includes analysis of KPI’s (Key Performance Indicators) and traditional word of mouth will be the most well rounded and advantageous.