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Leveraging Testimonials & Reviews to Build Brand Trust Across the Digital Ecosystem

August 21, 2020
Charlie Grinnell
in
Case Studies đź’ˇ

Incorporating both testimonials and reviews in non-traditional ways goes a long way in building trust with consumers.

From February 2020 to July 2020, the feals.com/stories landing page was the second-highest visited page on the Feals’ website—with all story pages accounting for a combined 18% of total web traffic for the period.

Feals incorporates testimonials and reviews in 3 ways:

Feals’ story page is split into three categories: anxiety, pain, & sleep.

Each category begins with a short description of how CBD can help with the respective ailment.

Each category contains high-quality interview-style video footage of people from all different backgrounds, ages, genders, etc. In the videos, the subjects explain what is ailing them and how CBD has helped.

A short quote from the person highlighted in the video is also included next to the video and summarizes how CBD has helped them manage their ailment.

As a collective, the product review pages accounted for 0.4% of web traffic from February 2020 to July 2020.

Despite the small amount of traffic, these pages play an important role in providing social proof about the products and help to inform the customer’s decision process.

Feals has seamlessly integrated the product review section into its website and has included some interactive elements such as the ability to filter between dosages, ask a question, and even rate the helpfulness of reviews.

On Instagram, Feals repurposes the reviews to use as content featuring a quote and a background colour that matches their brand colours.

Feals links to its stories page from its Instagram link in bio which directs customers to its review page. Testimonials and reviews are a critical part of Feals’ customer acquisition strategy.

Key Findings

Feals is using a combination of testimonials & reviews to provide social proof and real-world examples of how their product has helped people manage anxiety, pain, and sleep problems to acquire new customers: Feals’ approach is multifaceted, using testimonials on their website stories page, reviews on their product page, and quotes as content on Instagram with a link in their bio that links to their stories page.‍

What Brands Should Be Thinking About

Look for ways to incorporate testimonials & reviews on your website & social to establish trust around your product offering: Testimonials & reviews provide social proof that your product is high quality and helps bolster brand perception. Look for ways to incorporate reviews in non-traditional ways such as in social posts or in Instagram Stories.

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Charlie Grinnell

Charlie is the CEO at RightMetric. You can connect with him on Linkedin.

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