The meaning of testimonials and reviews is often used interchangeably by many. Their defense is that it's a case of potato patato and the difference doesn't matter but this is not true. To an average man, a spade is not different from a shovel but to a manual worker that knows their onions, there is a big difference. Average brands might not care about the difference, but if your brand is concerned about looking professional, you should pay attention to the difference. This is why in this article, we are going to break it down with examples. Let’s start with the definitions.
What Is a Testimonial?
This is a detailed record of the experience of your customer before they came across your product and how it improved after using it. It could also come as an honest endorsement from peers and colleagues Testimonials essentially have a documentary feel to them and it focuses on the positive aspect of your brand.
Example of a Testimonial
The above is a snippet from a testimonial from Bamboo HR. It is crafted as a case study detailing the journey of the client from problem identification, solution provided and the consequent results. You can read the full case study here
What Is a Review?
A review is an assessment of your product or service by someone that has used it. While testimonials are more focused on the customer, reviews generally tend to focus more on the performance of the product. Reviews can be negative, positive or touching on both.
Example of a Review
Above is a snippet from a Wall of Love Demonstration for Eden Life. This review was imported from the reviews on their app on Google Play Store.
How to Differentiate Between a Testimonial and a Review
Using the cliche rule of comparison, a fundamental thing to remember is that while all testimonials can be called a review, not all reviews qualify to be called a testimonial – no brand will like to put a negative review on their testimonial page. Here are some other indicators to look out for to help you differentiate the two
Location
One thing that gives both away is where you can find them. While reviews are often found resting on third-party apps such as Google Review, Yelp, G2, or social media, testimonials are often found on the website of the brand. Most like to have a dedicated Wall of Love or embed it on their landing page using tools like Custimony. What this means for your brand is it’s okay to compile all the love your customers have poured out for you and frame them where everyone can see it. The interesting thing is that Custimony can help you convert reviews on third-party apps into testimonials. You can simply import the shining ones and display them on your profile.
Format
The form that each comes in can also differ to help you tell if feedback is a review or a testimonial. Reviews are often shorter than a testimonial, mostly text, and can come with a star rating. Testimonials on the hand can be lengthy with emphasis placed on the details. It can also be in the form of a video detailing the experience of the user. These are powerful as it is engaging and feels authentic when executed properly.
Intent
This is perhaps the most fundamental difference between reviews and testimonials. While reviews can sometimes easily pass for a testimonial, the purpose for which each one is made is the ultimate decider. Testimonials are demanded for by brands. For example, they can send a link from their Custimony profile to a willing customer to drop a comment on some pre-planned questions. For reviews on the other hand, they are often given voluntarily by customers (probably in the spirit of Ubuntu) that have used a certain product. The moment a brand goes ahead to acquire such reviews, it becomes a testimonial at that point.
Conclusion
When it comes to differentiating between a testimonial and a review, the devil is in the details. Knowing this fine detail could however determine the impression your target audience has of you; whether you are a pro or a rookie. However, when you consider the location, intent, and format of customers' feedback, it is easy to tell the difference.