Your buyers check feedback before making decisions.
They trust others more than ads. But should you focus on testimonials or reviews?
This guide will break down the facts, compare both types, and help you use them to increase sales and trust.
| Feature | Reviews | Testimonials |
|---|---|---|
| Format | Star rating + short comments | Curated quote, longer story |
| Source | Public, often unsolicited | Brand-requested or approved |
| Depth of Insight | Basic experience | Specific use case or result |
| Best Use Case | E-commerce, retail, restaurants | B2B, SaaS, services |
| Visibility | High (Google, Yelp, marketplaces) | Website, landing pages, email |
| Credibility in B2B | Medium | High |
| Legal Risk if Faked | High, FTC-regulated | High, FTC-regulated |
| Impact on Conversion | High (early funnel) | High (near CTA or pricing) |
| Cost | Free to collect (if organic) | Low-cost or created in-house |
Show Real Reviews That Build Trust
Collect and display photo, video, and text reviews with full design control.
How do testimonials and reviews impact customer decisions?
Both testimonials and reviews influence what people buy. Over 90% of buyers read them before taking action.
Just five reviews can increase conversion by 270%.
If you’re selling online, adding public reviews or testimonials directly to your product page helps visitors move more quickly toward making a purchase.
Which is more credible for B2B sales?
B2B buyers tend to trust testimonials more. A strong testimonial that explains how a tool solved a real business problem speaks louder than a short review.
Use full names, roles, and specific results (such as “cut costs by 40%”) to strengthen your testimonials.
What are the legal rules for using them?
You must always get permission before sharing a testimonial.
If you offer a reward or discount for a review, disclose it.
Never post fake or AI-generated reviews.
The FTC now penalizes deceptive practices. Always keep things honest and transparent.
How do Yelp reviews and Google Business reviews differ?
Yelp focuses on restaurants, services, and local businesses, with a strong emphasis on reviews. It filters aggressively and shows the most active reviewers at the top.
Google Reviews appear directly in search and maps, which gives them higher visibility.
For most businesses, Google Reviews drive more traffic.
How should I respond to negative reviews or testimonials?
Answer quickly, stay polite, and explain how you fixed the issue.
If someone posts something wrong, correct it.
Public replies show others that you care and listen. Avoid lengthy debates; keep your reply concise and professional.
What’s the effect of good vs bad reviews?
Positive testimonials build trust fast. A product with a 4.5-star rating often sells better than one with a perfect 5.0. Shoppers want balance. Too many perfect scores may feel fake. Negative reviews help you improve, and your responses to them matter even more.
How can I utilize both to improve my marketing efforts?
Use reviews for volume and social proof. Use testimonials for deeper stories and results.
Add review carousels on product pages and testimonials on landing pages.
Mix both in ads, email footers, or lead magnets to build trust across channels.
What are good examples of eCommerce?
Review: “Great fit. Delivered in 2 days. Buying again.”
Testimonial: “I run a fitness studio. Their leggings don’t tear, even during HIIT workouts. My team loves them.”
Short, honest, and specific feedback converts best.
How can I analyze customer sentiment with AI?
Use Natural Language Processing (NLP) tools to scan reviews. These tools show if feedback is primarily positive, neutral, or negative.
They also find common words and themes like “fast shipping” or “poor support.”
WiserReview helps tag, filter, and sort this feedback for faster decisions.
How do they help build trust?
Customers trust strangers more than they trust sales representatives. Testimonials with names and faces increase credibility. Reviews build social proof and volume.
Both help a buyer feel confident, especially when they see others like them giving praise.
Which works better in the industry?
- SaaS & B2B: Testimonials with results work best.
- Retail & Restaurants: Google and Yelp reviews are more helpful.
- Coaches & Creators: Video Testimonials Perform Better
- Agencies: Case studies and client quotes build trust.
What metrics should I track?
Track:
- Number of reviews or testimonials
- Star rating average
- Conversion lift on pages with social proof
- Bounce rate and session time
Use WiserReview to measure these directly in your dashboard.
What’s the difference in conversion?
In one study, adding 5 reviews to a product page increased conversions by 270%.
B2B companies that use detailed video or written testimonials also see higher demo bookings and close rates.
Testimonials add depth, reviews add reach.
How does TripAdvisor use feedback?
TripAdvisor displays reviews, ratings, and customer photos together. Travelers read reviews, compare experiences, and use filters.
This helps them pick hotels or restaurants with more confidence.
What role does social proof play?
Social proof works by showing others are already buying, loving, or recommending something.
It reduces risk. Reviews and testimonials both create this effect. Together, they encourage people to take action.
How do their formats differ?
- Reviews: Short, public, often anonymous. Show star ratings.
- Testimonials: Longer, often curated. Include names, roles, photos, or logos.
Use reviews for quantity and testimonials for quality.
Which is more cost-effective for a small business?
Testimonials are more budget-friendly. You can ask happy clients to send a short message or record a selfie video.
Paying for reviews is a risky and potentially illegal practice.
Instead, use tools like WiserReview to collect, manage, and showcase honest feedback.
Can I use AI to generate testimonials?
AI can help reword or polish real testimonials. But creating fake ones crosses legal and ethical lines.
Instead, let AI summarize genuine reviews, organize feedback, or assist in generating outreach emails.
How do influencers use these?
Influencers mix testimonials with content. They say how a product helped them, and that builds trust with their audience.
Always disclose sponsorships to follow FTC rules.
Do positive reviews help long-term?
Yes. Good feedback raises your search ranking, builds trust, and reduces the need for heavy marketing.
Negative reviews left unanswered hurt your reputation. A good response can turn a critic into a fan.
Where should I show testimonials and reviews?
- Product pages: Use reviews
- Landing pages: Use short testimonials
- Homepage: Add a carousel or trust badge
- Checkout: Show recent buyer feedback to reduce drop-off
Use WiserReview’s widget options to display them in real-time.
Should I use both on my website?
Yes. Reviews give your business credibility. Testimonials explain how you helped real people.
They work best together, especially near CTAs or pricing.
How do I collect testimonials?
Ask right after a successful moment. Use email, SMS, or in-app messages.
Make it easy. Let users write or record directly.
WiserReview automates this with email templates and widgets.
What’s the best format for a review?
Use a star rating with a 1–3 sentence comment. Add optional photos.
Ensure it loads quickly and appears clean.
Should I invest in professional videos?
If you can afford it, yes. Video testimonials convert well. But a selfie video from a happy customer is better than none.
Authenticity matters most.
Final Word
Use reviews to build reach. Use testimonials to build depth. Both help customers decide faster.
WiserReview helps you collect, manage, and showcase both, without needing a developer or a big budget.
