Customer testimonials are frequently used by marketers to build trust and increase conversion rates, yet they don’t necessarily have to be delivered in the traditional written format.
Video customer testimonials are often much better received than their text-based counterparts. It has been stated that enjoyment of a video can increase a customer's purchase intent by 97 percent. And web pages that display video show superior time-spent-on-page metrics.
Buyer personas are known to inspect reviews before making any important purchase decision, and testimonials are particularly influential for those teetering on the edge of conversion, which is why customer testimonial videos are perfect for the consideration stage of the inbound sales funnel.
The best testimonials are credible, compelling accounts of a personal experience that somebody has had with your product or service.
Essentially, they tell a customer's buyer journey story, followed by company branding and a call to action.