Testimonials are very important because they help your potential customer build trust in you. Prospective customers love to see confirmation that you’ve made other customers happy.
They can help to establish credibility, especially if you are a new company. They can also have a positive effect on the potential customers purchasing decision by improving conversions. People will feel less skeptical about purchasing your products/services when they see “good” feedback from previous buyers.
Testimonials, customer reviews and case studies are powerful sources of content for moving prospects even closer to the final buying stages.