Why Collecting Testimonials Matters
Most businesses struggle to collect testimonials consistently. Customers are busy, and asking for feedback often falls to the bottom of their priority list. But the impact of testimonials on your business is undeniable:
Builds instant credibility: New visitors trust peer recommendations more than any marketing message. Testimonials provide third-party validation that your product or service delivers on its promises.
Reduces purchase anxiety: Seeing others succeed with your product removes doubt and fear from the buying decision. This is especially important for high-ticket items or complex services.
Improves SEO and visibility: Fresh testimonials add unique content to your site, which search engines reward. User-generated content also includes natural language and long-tail keywords that improve rankings.
Provides valuable feedback: Testimonials reveal what customers value most about your offering, helping you refine messaging and product development. They're free market research.
Increases conversion rates: Landing pages with testimonials convert 34% better than those without. Video testimonials can boost conversions by up to 80% compared to text alone.
3 Common Methods to Collect Testimonials
Each collection method has its strengths and weaknesses. Here's an honest comparison to help you choose the right approach for your business:
1. Email Requests
Send personalized emails to satisfied customers asking for testimonials. This method works best when you have a personal relationship with customers and can craft individualized requests.
Pros: Personal touch, can include specific questions, easy to track responses. Cons: Low response rate (5-15%), time-consuming to manage, requires manual follow-up.
2. Post-Purchase Surveys
Automatically request feedback after a customer completes a purchase or reaches a milestone. This method captures feedback while the experience is fresh.
Pros: Timely feedback, automated process, higher response rate (15-25%). Cons: May feel impersonal, limited customization, can be ignored if poorly timed.
3. Dedicated Landing Page
Create a custom page where customers can easily submit video, text, or image testimonials. This is the most scalable and professional approach.
Pros: Professional appearance, easy to share via email/SMS/social, supports multiple formats, always accessible, highest response rate (25-40%). Cons: Requires initial setup and promotion.
Types of Testimonials and Their Impact
Different testimonial formats serve different purposes and deliver varying levels of impact. Understanding these differences helps you choose the right format for your goals and audience.
Text Testimonials
The most common and easiest to collect. Text testimonials work well for quick social proof, can be easily edited for length, and are perfect for SEO since search engines can index the content. They're ideal for displaying in grids, carousels, or as pull quotes throughout your site.
Video Testimonials
The most powerful format for building trust. Video testimonials show real people with real emotions, making them nearly impossible to fake. They're particularly effective on landing pages and product pages where you need to overcome significant purchase objections. The downside is they take longer to collect and some customers feel camera-shy.
Image Testimonials
Visual proof works exceptionally well for products with visible results—fitness, beauty, home improvement, etc. Before/after images are particularly compelling. They're also great for social media sharing and creating visual interest on your website.
Audio Testimonials
Less common but valuable for specific use cases. Audio testimonials work well for podcasts, voice-first products (Alexa skills, audiobooks), and accessibility. They're easier than video (no camera needed) but more personal than text.
Best Practices for Collecting Testimonials
Make it Easy to Submit
The easier you make it for customers to leave testimonials, the more you'll receive. Use simple forms with minimal required fields. For video testimonials, allow recording directly in the browser—don't force customers to upload files. Mobile-friendly forms are essential since most people will respond on their phones.
Offer Multiple Formats
Let customers choose between video, text, or image testimonials based on their comfort level. Video testimonials are more persuasive, but some customers prefer writing. Offering options increases your response rate significantly.
Provide Clear Guidance
Don't leave customers guessing what to say. Provide specific prompts or questions:
- What problem were you trying to solve?
- How did our product/service help you?
- What specific results did you achieve?
- Would you recommend us to others? Why?
Incentivize (Carefully)
Consider offering a small thank-you gift (discount, free month, gift card) to encourage participation. However, ensure testimonials remain authentic—never pay for positive reviews or make incentives conditional on favorable feedback. This violates FTC guidelines and damages trust.
Follow Up (Once)
Send a gentle reminder if you don't hear back within a week. Keep it friendly and non-pushy. One follow-up can double your response rate, but multiple reminders feel spammy and damage relationships.
When to Ask for Testimonials
Timing is everything. Ask for testimonials when customers are most satisfied—right after a positive experience or successful outcome. Here are the best moments:
After a successful milestone: When a customer achieves a goal using your product (e.g., first sale, project completion, weight loss goal).
Following positive feedback: If a customer sends you a thank-you email or praise, immediately ask if they'd share it publicly.
Post-purchase (24-48 hours): For physical products, wait until they've received and used the item. For digital products, ask after they've completed onboarding.
After renewal or repeat purchase: Loyal customers who return are your best advocates. They have long-term experience with your product and can speak to sustained value.
During customer success check-ins: If you have regular touchpoints with customers, weave testimonial requests into these conversations naturally.
Pro tip: Set up automated triggers in your CRM or email platform to request testimonials at these optimal moments. Automation ensures you never miss an opportunity while keeping the process scalable.
What Questions to Ask
The right questions guide customers to provide specific, credible testimonials. Avoid yes/no questions and instead ask open-ended prompts that encourage storytelling:
For Problem-Solution Testimonials:
- What challenge were you facing before using [product]?
- How did [product] help you solve this problem?
- What specific results have you seen since using [product]?
For Feature-Focused Testimonials:
- What's your favorite feature of [product] and why?
- How has [specific feature] improved your workflow?
- What surprised you most about using [product]?
For Comparison Testimonials:
- What other solutions did you try before [product]?
- Why did you choose [product] over alternatives?
- How does [product] compare to what you used before?
For Recommendation Testimonials:
- Would you recommend [product] to others? Why?
- What would you tell someone considering [product]?
- Who would benefit most from using [product]?
How Testimonials Impact Conversion Rates
The impact of testimonials on conversion rates is well-documented across industries. Understanding these numbers helps you prioritize testimonial collection and placement.
E-commerce and Product Pages
Product pages with testimonials see an average conversion lift of 34%. Video testimonials on product pages can boost conversions by up to 80%. The key is placing testimonials near purchase decisions—above the fold or next to "Add to Cart" buttons.
SaaS and Service Businesses
Landing pages with customer testimonials convert 25-50% better than those without. Case studies with specific metrics ("increased revenue by 127%") are particularly effective for B2B sales. Testimonials that address common objections can reduce bounce rates by up to 30%.
Placement Matters
Where you display testimonials significantly impacts their effectiveness:
- Homepage hero section: Builds immediate trust, 15-20% conversion lift
- Product/pricing pages: Reduces purchase anxiety, 30-40% conversion lift
- Checkout pages: Prevents cart abandonment, 10-15% completion rate improvement
- Email campaigns: Increases click-through rates by 20-30%
- Social media: Boosts engagement by 40-60%
The Trust Factor
92% of consumers read online reviews before making a purchase.88% of consumers trust online reviews as much as personal recommendations. Businesses with testimonials are perceived as 63% more trustworthy than those without. This trust directly translates to higher conversion rates, larger average order values, and better customer lifetime value.
Key takeaway: Testimonials aren't just nice-to-have—they're a critical conversion optimization tool. Even a small investment in collecting and displaying testimonials can yield significant ROI through improved conversion rates.
The Modern Way to Collect Testimonials
Instead of juggling emails, forms, and spreadsheets, modern businesses use dedicated testimonial collection platforms that automate the entire process. This approach combines the best aspects of all three methods while eliminating their drawbacks.
With Testimly, you can streamline your entire testimonial workflow:
Create a branded landing page in under 60 seconds: No coding required. Customize colors, logos, and messaging to match your brand perfectly.
Collect video, text, and image testimonials in one place: Let customers choose their preferred format. Video testimonials can be recorded directly in the browser—no uploads needed.
Embed testimonials on your website with zero coding: Copy and paste a simple embed code. Choose from multiple widget styles: carousel, grid, wall of love, or animated displays.
Track performance with real-time analytics: See which testimonials drive the most engagement, views, and conversions. Optimize your social proof strategy with data.
Moderate and approve testimonials easily: Review submissions before they go live. Edit for clarity, request revisions, or archive low-quality submissions.
Share your collection page everywhere: Send via email, SMS, social media, or QR codes. The mobile-optimized page works perfectly on any device.
Start collecting testimonials today
Join thousands of businesses using Testimly to collect and showcase authentic customer testimonials. Set up your collection page in minutes and start building social proof that converts.
Frequently Asked Questions
How many testimonials should I collect?
Aim for at least 10-15 quality testimonials to start. This gives you enough variety to showcase different use cases and customer types. Continue collecting testimonials regularly to keep your social proof fresh and relevant. Top-performing businesses collect 5-10 new testimonials monthly.
Are video testimonials better than text?
Video testimonials are generally more persuasive because they're harder to fake and show real emotion. Studies show video testimonials can increase conversions by up to 80% compared to text alone. However, text testimonials are easier to collect and can be just as effective when well-written. The best approach is to offer both options.
What should I ask customers to include in their testimonials?
Guide customers to mention: (1) What problem they had before using your product, (2) How your product solved it, and (3) Specific results or benefits they experienced. Concrete details and numbers make testimonials more credible. For example, 'increased sales by 38%' is more powerful than 'helped my business grow'.
How do I get customers to actually respond?
Make it as easy as possible: use a simple form, ask at the right time (when they're happy), keep it short, and consider offering a small incentive. Most importantly, make the request personal and explain how their feedback helps other customers. Response rates improve dramatically when you ask within 24-48 hours of a positive experience.
Can I edit customer testimonials?
You can make minor edits for grammar, clarity, or length, but never change the meaning or add false claims. Always get customer approval before publishing edited versions. Authenticity is crucial—customers and prospects can spot fake or heavily edited testimonials.
How often should I collect new testimonials?
Collect testimonials continuously, not just once. Set up automated requests after purchases or milestones, and manually reach out to satisfied customers monthly. Fresh testimonials show your business is actively serving customers and adapting to their needs.