Webhosting businesses create high-quality web pages, designed to convince people to buy a product, or a service. Utilizing customer review sections and testimonial sections are well-known tactics for increasing customer buy-in, when directed at customer anxieties. When creating sites for their own businesses, website hosts must not overlook the inclusion of reviews and testimonials.
Customers view reviews and testimonials as transparent techniques. Customers surveyed about parts of a website rank customer reviews as the most truthful, closely followed by video testimonials. Hosts may also make use of written testimonials, as long as the customer provides validating information, like a photo, name, company name, or title. For customer comments to have genuine impact, they must be authoritative, powerful, and specific.
A testimonial must specifically address customer anxiety. Customers are often anxious about quality, reliability, credit card security, and price, when making an online purchase. Therefore, any testimonial must specifically address the quality of a product or service, and its reliability. Concerning price, a testimonial should explain that the price is competitive, and that the price paid was a worthwhile investment, considering the benefit gained. A helpful testimonial must also be placed in close proximity to the source of anxiety. For instance, if the website has a "call to action" paragraph, inviting the user to place an order, then a testimonial related to the appropriateness of the price, must be placed in close proximity to that paragraph. As another example, a testimonial about credit card security would be best placed near the place where a customer inputs credit card information.
Any testimonial must be intense enough to override customer anxiety. The intensity of the testimonial should overcome both substantive fears, and fears that are more perceptual. For example, a customer who fears that a newly designed web page will crash within a week, has anxiety rooted in substance. On the other hand, a customer who fears that, when a site crashes, the host won't care, has an anxiety rooted in perception.
A testimonial must carry authority. When web hosting, a designer should place the testimonial with the most authority at the head of the section. For example, if someone with an authoritative title, or someone who has won an award, offers a testimonial, then that testimonial must lead the section. Also, the providers of testimonials should be people who will have the respect of the intended audience. Web hosts may consider adding other credibility indicators. For example, a logo from the Better Business Bureau would be a powerful tool to persuade customers to sign on with a web host. Any credibility indicator must fit into the offer, the ordering process, and the context of the site, and all indicators should be tested and retested, from time to time.
Webhosting must be treated like a business, and marketing is an important part of business strategy. Hosts may design beautiful sites, but if hosts aren't consistently bringing in new customers, then they won't be designing beautiful sites for long. To trumpet the quality of their website hosting service, hosts must make both reviews and testimonials a crucial component of their own sites.
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Why should your website hosting provider present plenty of testimonials? UK2 can offer plenty of feedback to ensure you are happy with your webhosting
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