How Eight Sleep Builds Trust and Confidence
Social proof is converts claims into facts.
Problem is, consumers find most reviews on a brand’s site to be untrustworthy.
To quote one Reddit post:
5 stars or 1 star, I just need legit authentic reviews from customers who actually paid.
Featuring every single review online is undeniably tricky. Online reviews inherently carry biases given dissatisfied customers are more likely to leave reviews. These reviews often highlight issues with customer service, which doesn’t mean the brand didn't make efforts to resolve the issue afterward.
The challenge then lies in showcasing customer love for your brand without compromising the trustworthiness of the testimonials.
So, Here’s What Not To Do vs. What You Should Do:
Eight Sleep’s Wall Of Love
Eight Sleep found a genius solution that you can copy from.
Eight Sleep created a dedicated review page called “Wall of Love”. And instead of traditional reviews, this page embeds “testimonial” tweets from customers.
The genius lies within it’s format, filters, and call to actions.
1. Potential Customers Respond To Real Customers
Customers tweet out into the world everything they love about the product.
And you filter them based on categories relevant to potential customers, influential customers, and pain points or benefits.
Make it easy for a potential customer to find the proof needed to push them over the edge.
2. Filter Customer Testimonials For People Just Like Them
3. Filter By Celebrities Who Influence The Masses
4. Filter By Pain Points, Benefits, and Results
5. Embed A Native Call To Action While Customers Feel Confident In The Product
Why Does This Create Trust?
- Unbiased These reviews are posted on social media, the reviews don't appear solicited or influenced by the brand.
- Verifiable They are not cut and pasted. Users can click on these tweets, leading them to the actual Twitter threads where they can see the conversations in their original context.
- Real Social Proof It’s more genuine and powerful when customers are willing to share their love for the product with their own social network vs. posting them on a site that only strangers will see.
