During the user journey, testimonials and reviews are mainly associated with which stage?

Testimonials and reviews are primarily associated with the decision stage of the user journey. At this point, potential customers have likely gathered information about various products or services and are weighing their options before making a purchase. Testimonials and reviews serve as social proof, helping consumers validate their choices and alleviate any doubts they may have about a product.

In the decision stage, customers look for reassurance from others who have already experienced the offering, making them more confident in their final decision. Positive feedback from past customers can significantly influence a buyer's choice, either encouraging them to proceed with a purchase or potentially swaying them from one option to another. This stage is crucial since it can directly impact conversion rates; thus, leveraging testimonials and reviews is an effective strategy to guide potential buyers toward making a favorable decision.