IDG Contributor Network: Why your online testimonials are failing to convert

In a digital era where people are constantly bombarded with brand messaging, reviews and testimonials on a company website provide social proof that feels like a breath of fresh air from aggressive sales tactics. In fact, studies show that this type of social proofing can lead to conversions as high as 68.7 percent.

Sounds like a slam-dunk right?

So you’ve worked hard to get customers to review your product or service. You’ve even offered incentives like coupons and discounts for a testimonial. But they don’t seem to be working.

One of the side effects that comes with the constant flow of online information is that consumers have generally become more skeptical of brand messaging, even user-generated material. Here are five reasons why your online testimonials might not be doing you any favors.

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