Testimonials are one of the most powerful ways to drive new business. The reason is to do with trust: trust, or lack of it, is one of the big barriers to doing business, especially online where not only are identity-theft and other scams a real (if over-exaggerated) fear for many people, but in the vast majority of cases you never even know the name of the person you’re buying from, let alone meet them, see them, or even speak to them.
