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Testimonials Statistics 2020

Testimonials are often hailed as a great way to showcase happy customers, helping businesses build trust and credibility. But how effective are they in reality? To find out, we surveyed 238 people in late 2019, and asked them how they felt about testimonials, testimonial videos and reviews. The data reveals exactly what sort of role testimonial content plays in influencing brand perception and purchase decisions…
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79% of people have watched a video testimonial to find out more about a company, product or service.
9 out of 10 people say they trust what a customer says about a business more than what that business says about itself.
77% of people who have watched a brands testimonial video say it has played a part in convincing them to buy their product or service.
2 out of 3 people say they’d be more likely to make a purchase after watching a testimonial video demonstrating how a business, product or service had helped another person like them.
95% of people say that reviews – whether positive, or negative – influence their purchasing decisions.
37% of people believe testimonial videos are effective because they’re more authentic than a business’ own pitch.
47% of people say testimonial videos are effective because they help visualise how a product or service actually works.
39% of people say testimonial videos are effective because they help illustrate the impact a product or service can have on their life.
42% of people say testimonial videos are effective because they showcase an actual person and help the viewer understand their story.