For online retail businesses, product reviews and customer testimonials serve the purpose that word of mouth once did for brick-and-mortar shops. You should make it as easy as possible for customers to leave reviews for your specific products. Testimonials serve an additional purpose of reviewing your business as a whole, which can help new customers to get to know you and trust you as a brand.
You may naturally acquire testimonials from happy customers who email you. You can also solicit testimonials by sending out surveys to repeat customers. If you are a small business, you may even personally get in touch with regular customers to ask for a testimonial. You may want to offer a reward, such as a discount or store credit, in return.
Once you have a complimentary testimonial (or a few), put them to good use! You may want to create a “customer testimonials” section on your website, and you can include a couple of quotes on your home page. You may also want to share a few testimonials on your social media pages or blog.