People are more likely to buy products from a business that enjoys positive feedback from previous customers. This concept is the essence of social proof. When businesses leverage social proof, customers get the assurance that what they’re purchasing is something worthwhile.
There are many different ways you can utilize social proof in your marketing and sales materials. This article will discuss testimonial infographics. We’ll discuss how to create testimonial infographics, why they are effective, and how to promote your graphics.
What is a Testimonial Infographic
A testimonial is a review left by a happy customer. Infographics, on the other hand, use images to convey helpful information. They may contain figures, narratives, or other content that a consumer can use to make an informed purchase decision.
Testimonial infographics use the elements that make infographics appealing to make client testimonials more personal. Here’s a good example of a testimonial infographic:
Source: Fiore Communications
In the example above, Fiore Communications combines client testimonials with images of their clients. The infographic is visually engaging. They’ve got a nice contrast of colors. You want to read the insights.
Why Use Testimonials in An Infographic
An infographic can do wonders for your business. Humans are visual creatures. When they see facts and your brand logo on a visually appealing board with images, they will better remember those facts and your logo.
Infographics are also versatile. You can share across your various digital marketing channels. You can share them on Pinterest, through your blog, Facebook, and more. You can also print them off and share them at offline events.
By creating testimonial infographics, you get to leverage the power of social proof and visuals simultaneously. In other words, you can do the following:
- Enhance your brand presence online
- Ensure better brand recall
- Increase brand credibility
- Drive-up conversions
Those are just some of the benefits of testimonial infographics. With an example out of the way and these benefits in mind, let’s dive into the core part of this guide.
How to Collect Customer Testimonials
You should be collecting customer testimonials from the moment you start an online business. The art of collecting customer testimonials is something every professional marketer should know.
There are many methods you can use to collect customer testimonials. For example, you can survey email and ask your customers what they like the most about your products, phone up customers, interview them, or collect feedback through your blog.
Amazon, for example, allows its customers to leave comments about each product on the product page. They also send reminder emails to get people to leave online feedback.
Those testimonials help future visitors to decide whether or not to make a purchase.
Social media is also a good source of customer testimonials. For example, monitoring your Facebook page’s comment section could yield positive testimonials. You can also use social media listening tools to track mentions of your brand.
Then there are the third-party review sites you can check out, too. Yelp and Google are great examples. You might want to take a look at niche review sites, too. For example, Expedia and TripAdvisor are review sites specifically for the travel and hospitality industry.
How to Decide What to Include in the Infographic
Let’s say you managed to gather all those testimonials. Unfortunately, you can’t include all those in your infographic. You only have so much space at your disposal. You need to choose the best testimonials to use in your marketing material.
Be smart when choosing the testimonials you’ll feature in your infographic. Here are some factors to consider when selecting a testimonial.
Think about your primary motive. Do you want to increase brand awareness? Maybe you want to generate leads or conversions? Or maybe you want to highlight an aspect of your business, such as your award-winning customer support?
Where do you plan to post your infographic? Do you want it uploaded to your website? Or maybe you prefer to share it across your social media platforms?
Do you include other content in your infographic, apart from your testimonials? Maybe you want some statistics, bar graphs, or compelling copy to go with the feedback? How about graphics?
The answers to those should determine the testimonials you include in your infographic.
For example, if you want to highlight your business’ customer support with your infographic, you’d choose testimonials that mention your customer support. If you plan to upload your infographic on your social media accounts, you’d probably pick only a few testimonials to feature.
Whatever your criteria, the testimonials you choose should show your business in the best possible light.
How to Present Your Testimonial Infographic
After you choose testimonials to highlight in your campaign, you must determine how to present your testimonial infographic. In this section, we’ll look at five ways of presenting your testimonials.
- Show alongside Case Study
Case studies usually present a client problem that a product helps solve. Because they are often very detailed and technical, not everyone reads them. Adding a testimonial infographic to a case study adds context to the infographic while inviting the reader to know more.
Here’s an example from Ad Factory, an ad agency:
The testimonials from Emily Nakane of The Loot Box take center stage in the infographic. But they are accompanied by other copies and statistics that give context to the quote. In other words, the hard data supports what the testimonial is saying:
Emily says Ad Factory has been one of the most effective ways in bringing in first-time customers to the Loot Box site. Proof of that is the over 98 million impressions in two months, the 130% increase in traffic in April alone, and the 18% growth in email subscriptions.
If the Ad Factory chose to feature the numbers as bullet points, they probably wouldn’t stand out. However, adding icons to the numbers makes the reader curious and eager to know more.
- Include in Blog Post with a Strong CTA
You can include your testimonial infographic in a well structured blog post. Neil Patel used to include testimonials all the time on his sites. He would include an infographic at the bottom of each post.
When people finish reading the post, they see your infographic.
The rationale behind this blog and testimonial infographic combination is simple. Your blog post is your (subtle) sales pitch, where you discuss your prospect’s pain point and subsequently present your product as the solution.
Your testimonial infographic is like that promo you offer at the end of your pitch. It’s part of the way you engage your blog audience. In other words, like that offer, your testimonial infographic is that final nudge that gets your reader to take your desired action.
Here’s an example from Zapier.
Zapier uses a slide-in testimonial infographic in this post. The slide-in approach is for readers who don’t like to see distractions when they’re reading. The infographic just comes out after the visitor reads the entire blog post. If you’re selling products on a popular ecommerce platform, try this approach.
- Show as Stand-Alone Social Media Post
Your website is not the only place that can house your testimonial infographic. Your social media accounts can do that, too.
Before you create your testimonial infographic, though, make sure that you’re on the right social media platforms. The right social media platforms are the ones where you’re likely to find your target customers. It won’t make much sense to upload a testimonial infographic on Instagram if your target customers are mainly on LinkedIn, for example.
Don’t just make one testimonial infographic and upload that same version on all your chosen platforms. Consider making custom images for each of your social channels.
For example, Facebook posts are 1200 by 630 pixels. Here’s a list of the dimensions of visual assets for some of the other social channels:
- Instagram: 1080 x 1080 px for square images; 1080 x 1350 px for vertical images
- Twitter: 1024 x 512 px
- LinkedIn: 520 x 320 px
You can add a short description above your post. Don’t just repeat what the infographic says, though. Make sure your description is an appropriate introduction to your testimonial infographic.
When creating your infographic, make sure to consider the design and branding. You want people to have a smooth user experience when transitioning from your social channels to your website. Companies that have a lot of success on social media, for example, eCommerce companies on Instagram, take this approach.
- Combine with Resume
You can still use a testimonial infographic to back up your claims about your brand even when you’re selling services and not products. In this case, you have two options: get your customers to talk about your services or get them to talk about you and your colleagues who offer those services.
If you opt for this second option, you can combine your testimonial infographic with resumes. It could look like this:
When choosing which testimonials to include, don’t just include quotes that showcase your colleagues’ skills. Choose testimonials that showcase personalities as well. Consumers, after all, don’t just want to hire capable people. They want to work with people who make good teammates.
- Send as Marketing Email
If you have an email list, your subscribers can be a good source of qualified leads. You can use email infographics to pique their interest and push them towards making a purchase. Testimonials lend themselves well to email.
Infographics are particularly effective when you include a call-to-action (CTA) button. Client testimonials get the reader interested in the product and provide some additional feedback about the value of the offering.
You can use infographic testimonials within your email marketing campaigns. For example, after sending your first email to provide an overview of the offer. You can send a second email a few days later that includes your infographic testimonial.
Many companies have experimented with testimonial infographics as part of a marketing campaign.
The example from Eight Sleep above is a good combination of testimonials, images, and CTA. Most people think of sleep as something that you should fight off, especially if you have lots of work you need to get through and obligations to fulfill. However, health professionals agree that sleep helps us recover from physical and mental activity.
The testimonial infographic from Eight Sleep sticks to this premise. Each customer testimonial comes from someone who leads a very active lifestyle. These people are at the top of their game because they get enough quality sleep. These people use Eight Sleep products to get a comfortable night’s rest.
Naturally, if you were one of the recipients of the email infographic above, you’d want to know more about the brand and the products it offers. Your Call To Action can help convince the person to take action.
A good CTA should be visible and easy to locate. In the example I mentioned previously, the CTA is located just after the testimonials. The CTA is a different color from the background, which makes the button stand out.
Combining email infographics with testimonials and a clear, well-defined CTA will help drive traffic to your landing or product pages and increase your conversions and revenue.
People tend to imitate what other people do, especially the things that yield positive results. This is a phenomenon called social proof. Using client testimonials in your marketing will attract more customers to your brand.
Presenting customer testimonials in visual form will help increase customer recall and add credibility to your marketing campaigns. Humans process visuals faster than text, and they are more likely to look at a picture of a person than a block of numbers and letters. Using testimonial infographics, you use images to draw readers in, then keep them engaged with success stories.
There are many ways to use testimonial infographics. For example, you can share them on social media, use them alongside a case study, or add them to your email marketing campaigns. Using one or more of the methods I discussed above can help your brand achieve unparalleled success.
Jimmy Rodriguez is the COO of Shift4Shop, a completely free, enterprise-grade ecommerce solution. He’s dedicated to helping internet retailers succeed online by developing digital marketing strategies and optimized shopping experiences that drive conversions and improve business performance.