1. Create Online Store Buzz With Better Testimonials
What's one of the best ways to create online buzz for you biz? Customer Testimonials!
Are you using customer testimonials on your store? If
not, you should be. They are a powerful tool that lets
shoppers know you have other satisfied customers.
When new shoppers know that other people are happy
with your store they gain a sense of trust and that leads
to higher conversion rates and sales.
Be Tactical With Your Testimonials
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Most stores ask for testimonials and put up the ones that are most flattering. It's pretty easy to
get some nice "sound bytes" for your homepage. But, just grabbing to best sounding testimonials
may not be the best tactic. Instead, there are a variety of techniques online merchants can use to
find testimonials and use them effectively on their stores.
Listen to the Guru
Ramit Sethi from IWillTeachYouToBeRich.com is an expert in human behavior. I had the pleasure
of talking with him at MicroConf 2011 and he pointed out that testimonials are a great
opportunity to build more than trust. They can be used to address specific concerns your
customers may have. Understand that your potential customers are naturally skeptical about
your brand and ask yourself how you can use testimonials to strengthen their trust in you and
your brand and walk away with valuable information that will entice them to buy from you.
Seek and Find
He suggested that everyone should be tactical in deciding which testimonials to post. If your
shoppers are concerned that the quality of your products may not be great because of your low
prices, seek out testimonials that address that concern. Find a testimonial that says something
like "I thought the quality would be poor because the prices were so great but instead this thing

2. is built like a truck."
Address Shoppers' Fears
Picking testimonials that address your shopper's fears prior to purchasing is something that you
can do today that your competitor's won't be doing. It's a quick easy way to increase sales. Take
a look at your catalog of testimonials and see if they are addressing shopper's fears. If not, you
can swap them out for smarter ones right now.
How to Find Their Fears
What if you're not sure what your customers' fears are? Find out. You can use surveys and forms
to discover what hesitations people have and how you can respond to them. You can also do web
searches. Forums, in particular, are helpful for discovering unbiased information about what your
potential customers are looking for and what they're afraid of.
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