How To Ask For Customer Testimonials
Learn effective strategies to collect customer testimonials that enhance trust and boost your business's credibility and sales.
- 13 min read
Want more customers to trust your business? Start collecting customer testimonials.
Testimonials are powerful because they show real customer experiences, which 9 out of 10 people trust more than advertising. In fact, businesses that use testimonials see customers spending 31% more on average, and 95% of consumers say reviews directly influence their buying decisions.
Here’s how to get testimonials effectively:
- Ask at the right time: After a positive experience, when customers are happy or after a milestone.
- Make it easy: Use short forms, direct links, or QR codes to collect feedback.
- Personalize your request: Mention their specific experience and keep the tone friendly.
- Guide them: Provide clear questions like “What problem did we solve for you?”
- Show appreciation: Offer small rewards like discounts or recognition.
Once collected, use testimonials strategically on your website, product pages, and social media to boost trust and conversions. Don’t forget to update them regularly to keep them relevant.
Start today by identifying your happiest customers and crafting a simple, personalized request. Testimonials can be the key to building trust and growing your business.
How to Ask for Client Testimonials (Scripts Included!)
When to Ask Customers for Testimonials
Timing plays a key role when it comes to getting great testimonials. If you ask too soon, customers may not have had enough time to see the value of your product or service. Wait too long, and their enthusiasm may have faded. The best time to ask is when customers are happy and their experience is still fresh. Let’s dive into the moments that are ideal for requesting testimonials, ensuring your timing matches their positive experiences.
Request After Positive Customer Experiences
One of the best times to ask for a testimonial is right after customers have seen clear benefits from your product or service. In service-based or project-driven businesses, this could mean requesting feedback immediately after completing a project while the details are still top of mind.
For products, the timing depends on the type of item. For example, waiting 15–30 days after a purchase allows customers enough time to fully understand the value they’ve received. Here’s a quick guide:
| Product Type | Ideal Timing | Why This Works |
|---|---|---|
| Skincare Products | 10–14 days after delivery | Customers begin to see early results and can share first impressions |
| Health Supplements | 21–30 days after delivery | Allows time for noticeable effects, like improved energy or digestion |
| Fashion/Apparel | 2–5 days after delivery | Customers typically try items right away, making this a key moment |
| Fitness Equipment | 14–21 days after delivery | Gives enough time to establish a routine and assess results |
Ask When Customers Express Satisfaction
Another great opportunity to ask for testimonials is when customers show signs of being satisfied. These moments often come naturally - such as when they express gratitude or share positive feedback. If a customer tells you how much your product or service has helped them, that’s your cue to ask for a testimonial.
Pay close attention to feedback channels like surveys, Net Promoter Scores (NPS), or Customer Satisfaction (CSAT) ratings. These tools can help you identify customers who are most likely to provide glowing testimonials. Customers with compelling success stories about how your product solved a problem or helped them reach a goal are also excellent candidates for testimonials.
Request Testimonials After Major Milestones
Milestones in the customer journey provide another natural opportunity to ask for feedback. For example, if your business operates on quarterly or annual cycles, the end of these periods can be an ideal time to request testimonials. Start by congratulating your customer on their achievement, then smoothly transition into asking for their thoughts.
If a customer isn’t ready to provide a referral during these moments, you can always pivot and ask for a testimonial instead. By analyzing your customer journey, you can identify these key moments and make your requests at just the right time.
How to Write Testimonial Requests That Get Results
The way you ask for testimonials can make all the difference. A well-crafted, personal request can lead to glowing reviews, while a generic one might get ignored. The key is to show appreciation for your customer's time and tailor your approach.
Customize Your Request for Each Customer
Mass emails? Not the best strategy for testimonials. Instead, take the time to personalize your request based on your relationship with the customer.
Start by mentioning specific successes or experiences they’ve had with your product or service. For instance, if you helped a client increase their website traffic, bring that up in your request. This shows you value their unique experience and are genuinely interested in their feedback.
Also, think about how your customer prefers to communicate. Some might respond better to an email, while others might appreciate a phone call or even an in-person chat. For long-term clients, acknowledge their loyalty and thank them for their continued support. A business owner who knows their customers well might even hand them a card with a link to the testimonial page during an in-person meeting.
"Templates are a good starting point, but take the time to customize them for each customer relationship. You've built a rapport, so ensure your email reflects that."
Give your customers options for how they can provide their testimonial. Some might prefer writing a few sentences, while others might be open to recording a short video or leaving feedback on social media. When you make it easy for them, you're more likely to get a response.
And remember, keep your tone friendly and straightforward.
Use Simple and Polite Language
Personalization is just the first step. Your request should also be polite and easy to understand. Start by thanking the customer, then ask for their feedback in a clear, concise way.
Frame your request as a favor, not a demand. Most happy customers are glad to help when asked politely. Here are some phrases that work well:
"We would greatly appreciate it if you could take a few moments to review our product and share your thoughts."
"Your opinion matters to us. Could you please provide feedback on your experience with our product?"
"We're always striving to improve. Could you please review our product and share any suggestions you may have?"
Explain why their feedback is important. Let them know their opinion can help you improve your product and guide other potential customers. Be upfront about how you plan to use their testimonial - whether it’s for your website, social media, or marketing materials.
Give Customers Specific Questions to Answer
Don’t just ask customers to "write a testimonial." That’s too vague and can leave them unsure of where to start. Instead, guide them with specific questions that make it easier to share meaningful feedback.
Focus on their journey with your product. Ask about the problem they faced before using it, how your product provided a solution, and the results they achieved. You can also ask what they’d tell others considering your product.
Providing examples of strong testimonials can also help. When customers see what a good testimonial looks like, they’ll have a better idea of what to write. This ensures the feedback you get is clear, relevant, and credible.
Make the process as simple as possible. Include direct links to feedback forms or review pages, and if you’re asking for written feedback, you can even add the questions directly in your email so they can reply right away.
Finally, wrap up your request with a clear call to action, such as a link to a survey or testimonial form. Thank them in advance for their time, and let them know you’re available to answer any questions about the process. A focused and thoughtful approach like this makes it much easier to gather impactful testimonials.
Make It Simple for Customers to Share Testimonials
Once you've crafted a thoughtful testimonial request, the next step is to ensure the process of sharing feedback is as easy as possible. Removing unnecessary steps and making the submission process seamless will encourage more customers to share their experiences with you.
Provide Multiple Ways to Submit Testimonials
People have different preferences when it comes to communication, so offering multiple options is key. Here are some effective strategies:
- Create a simple testimonial form that only asks for essential details. Keep it short and to the point.
- Place submission forms strategically on your website - think checkout pages, sidebars, or the footer.
- Leverage email campaigns by including direct links that take customers straight to your testimonial page.
- If you offer software, use in-app prompts to ask for feedback right after a positive interaction.
- Add clear calls-to-action across your website, blog posts, social media, and newsletters to guide customers to the submission process.
Use Tools to Automate Testimonial Collection
Automation can make gathering testimonials easier for both you and your customers. Here’s how to put it to use:
- Set up automated emails through your review platform to request feedback after a customer has had time to use your product. Timing is everything - catch them while their positive experience is still fresh.
- Add QR codes that link directly to your testimonial form. This is especially handy in physical locations, allowing customers to leave feedback on the spot.
- Use platforms like kisReviews, which handle everything from sending automated requests to creating custom testimonial pages and feedback widgets. These tools simplify the process, letting customers share their thoughts without needing to navigate away from your website.
Offer Small Rewards to Encourage Participation
Sometimes, a little incentive goes a long way in motivating customers to share their experiences. Consider offering:
- Discounts on future purchases.
- Free add-ons or extra services as a token of appreciation.
- Recognition by featuring their testimonials prominently on your website or social media channels.
These small gestures not only encourage participation but also show your gratitude, all while keeping the feedback genuine and meaningful. It’s a win-win for building trust and creating a stronger connection with your audience.
Use Testimonials Properly and Get Maximum Impact
Gathering testimonials is just the beginning. To truly benefit from them, you need to know how to use them effectively and responsibly. Let’s dive into securing permissions, presenting testimonials for maximum influence, and keeping them updated.
Get Written Permission to Use Testimonials
Before you share any customer testimonial, it's crucial to get explicit, written consent. This step not only protects your business but also respects your customers’ rights.
"When it comes to using testimonials, getting permission isn't just a polite gesture - it's a legal necessity that protects your business in multiple ways." - Michelle
Customer testimonials are considered intellectual property, meaning the words belong to your clients. Additionally, the Federal Trade Commission mandates that testimonials must be truthful and not misleading, making proper documentation a must.
To stay compliant, create a testimonial release form. This form should clearly explain how and where the testimonial will be used - whether on your website, in marketing materials, or on social media. Always give customers the option to share their feedback anonymously if they prefer.
Keep a record of all permissions, including the original testimonials and signed consent forms. This documentation can serve as evidence if questions arise about authenticity. For example, in August 2024, the Advertising Standards Authority penalized Hike Future Ltd for failing to prove their testimonials were genuine or properly authorized.
Display Testimonials Effectively
The way you showcase testimonials can make all the difference. Strategic placement and thoughtful presentation can transform customer feedback into a powerful tool for driving conversions.
Position testimonials near relevant claims on your website. For instance, if you’re promoting a specific feature, include a testimonial that highlights that exact benefit. This approach connects your promises with real-world customer experiences, building trust instantly.
Keep testimonials short and engaging - aim for 30-50 words for written ones and under one minute for video clips. Adding customer photos, job titles, company logos, or links to their websites can further boost credibility. A great example: Wikijobs saw a 34% jump in conversions by placing testimonials above the fold on their site.
Use white space strategically to make testimonials easier to read. Research shows that well-placed white space can improve comprehension by 20%. Highlight key stats, percentages, or results within the testimonials to make them stand out. For instance, Ring Logix features testimonials showcasing how they resolve 95% of support tickets within minutes while beating competitor pricing by 30%.
Whenever possible, incorporate video testimonials. These allow potential customers to hear directly from satisfied clients, adding a personal and relatable touch. Tools like kisReviews can simplify the process by offering customizable landing pages and widgets that seamlessly integrate with your website.
Update Your Testimonials Regularly
Stale testimonials can make your business seem outdated, so keeping them fresh is essential. Regularly updating these customer stories ensures your marketing materials remain relevant and engaging.
Set up a content calendar to routinely request and display new testimonials. This ensures your feedback reflects your current services and recent successes.
Rotate testimonials frequently to align with seasonal promotions, new product launches, or updated messaging. This not only keeps your content fresh but also ensures you’re showcasing diverse customer experiences that resonate with different audience segments. By doing so, you maintain a dynamic and trustworthy image that adapts to your audience's evolving needs.
Conclusion: Use Testimonials to Grow Your Business
Testimonials are one of the most powerful tools in your marketing arsenal. When collected thoughtfully and used strategically, they can reshape how potential customers view your business and significantly impact your bottom line.
Here’s why they matter: research shows that consumers are 58% more likely to convert and can generate 62% more revenue per visitor when testimonials are present. Even more compelling, 77% of consumers say testimonials directly influenced their decision to buy. As Rieva Lesonsky, CEO and President of GrowBiz Media, puts it:
"The goal of customer testimonials is to help convince prospective customers to take the next step - in other words, to overcome objections they may have to doing business with you."
To make the most of testimonials, timing is key. Ask at the right moment - whether after a successful purchase, a positive interaction, or a glowing review. Personalize your requests, guiding customers on what to share, and ensure the process is straightforward. Offering multiple ways to submit feedback, like forms, emails, or QR codes, can make it easier for customers to respond. Small incentives can also encourage participation.
Where you display testimonials matters just as much as how you collect them. Adding them to product pages, pricing sections, and checkout flows can boost conversions. For example, landing pages with testimonials enjoy a 34% higher conversion rate, and including customer photos can increase credibility by 35%.
Consider tools like kisReviews to simplify and enhance the process. Features such as QR codes for easy collection, customizable review pages, and website widgets allow you to automate testimonial gathering without losing the personal touch. Plus, integration with multiple review sites ensures your social proof is visible across all marketing channels.
Keep your testimonials fresh by regularly updating and rotating them. This not only keeps your content engaging but also signals to potential customers that you’re actively delivering great experiences.
Start today: identify your happiest customers, craft personalized requests, and create dedicated spaces to showcase their feedback. With a thoughtful approach and the right tools, testimonials can become a cornerstone of your strategy to build trust, strengthen credibility, and grow your business.
FAQs
What’s the best way to ask customers for testimonials?
How to Ask for Customer Testimonials
Timing plays a big role when it comes to asking for customer testimonials. The best moment? Right after a customer has had a positive experience with your product or service - like when they’ve shared their satisfaction or left a glowing comment.
Make it easy for them to share their thoughts. Use tools like QR codes, one-click links, or automated email requests to simplify the process. The easier it is, the more likely they’ll follow through.
Add a personal touch to your request. Address customers by name, and let them know how their feedback contributes to your business. A little incentive can also go a long way - think discounts or special perks to sweeten the deal.
Most importantly, keep your tone friendly and straightforward. A genuine approach not only builds trust but also increases the chances of receiving great testimonials.
How can businesses make sure their customer testimonials are authentic and legally compliant?
Ensuring Authentic and Compliant Customer Testimonials
When it comes to customer testimonials, authenticity and legal compliance are non-negotiable. Businesses should gather feedback exclusively from real customers who have genuinely experienced their products or services. Using fake or misleading endorsements can erode trust and may even result in legal consequences.
It's also essential to be upfront about any connections with reviewers. For example, if incentives were offered or if there's a relationship between the business and the reviewer, this must be disclosed in line with FTC guidelines. Honesty and transparency not only build credibility but also help businesses steer clear of potential penalties. Sticking to these principles ensures trust and compliance go hand in hand.
What’s the best way to display customer testimonials on my website to boost conversions?
To make customer testimonials truly impactful on your website, place them where they’ll grab attention - like your homepage or a dedicated testimonial section. Use high-quality visuals, such as professional photos or videos, to give them a polished and trustworthy feel. Keep each testimonial concise and to the point - aim for 50 to 100 words to ensure they’re easy to read and leave a strong impression.
Prioritize genuine stories and specific details that highlight how your product or service has positively impacted real customers. Mixing formats like text, video, or even screenshots from social media can keep things fresh and engaging. If you’re looking for a way to streamline the process, tools like kisReviews make it simple to gather and showcase testimonials, helping you build trust and boost conversions.