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How to Ask Customers for Testimonials: The Ultimate Guide

Posted by Kevin Yun | Last updated Jun 15, 2024

In today's digital marketplace, customer testimonials are more than just nice-to-have endorsements—they're essential social proof that can significantly impact your business growth. Whether you're a seasoned entrepreneur or just starting out, knowing how to ask for testimonials effectively can be a game-changer for your marketing strategy.

This comprehensive guide will walk you through the art of requesting customer testimonials, providing you with practical tips, templates, and best practices to help you gather compelling social proof that converts prospects into loyal customers.

Table of Contents

  1. Why Customer Testimonials Matter
  2. When to Ask for Testimonials
  3. Best Methods for Collecting Testimonials
  4. Crafting the Perfect Testimonial Request
  5. Testimonial Request Templates
  6. Best Practices for Requesting Testimonials
  7. How to Use Testimonials Effectively
  8. Overcoming Common Challenges
  9. Measuring the Impact of Testimonials
  10. Legal Considerations
  11. Conclusion

Why Customer Testimonials Matter

Customer testimonials are powerful tools in your marketing arsenal. They provide social proof, build trust, and can significantly influence purchasing decisions. Here's why they're crucial:

  • Builds Credibility: Testimonials from real customers lend authenticity to your brand claims.
  • Overcomes Skepticism: Potential customers are more likely to trust peer recommendations over company-generated content.
  • Addresses Objections: Well-chosen testimonials can preemptively answer common customer concerns.
  • Improves Conversion Rates: Websites featuring testimonials often see higher conversion rates.
  • Enhances SEO: User-generated content like testimonials can boost your search engine rankings.

When to Ask for Testimonials

Timing is crucial when requesting testimonials. The best moments to ask include:

  • Right After a Positive Experience: Strike while the iron is hot—ask when your customer's satisfaction is at its peak.
  • Upon Project Completion: For service-based businesses, the end of a successful project is an ideal time.
  • After a Milestone: If your product helps customers achieve specific goals, ask when they reach those milestones.
  • During Regular Check-ins: For long-term clients, incorporate testimonial requests into your regular communication.
  • Post-Purchase: For e-commerce, follow up a few days or weeks after the purchase, allowing time for the customer to experience the product.

Remember, the key is to ask when the customer's positive experience is fresh in their mind.

Best Methods for Collecting Testimonials

There are several effective ways to gather customer testimonials. Let's explore each method in detail:

Email Requests

Email remains one of the most direct and scalable approaches for collecting testimonials. Here's how to maximize its effectiveness:

  • Personalize Your Requests: Use the customer's name and reference specific interactions or purchases.
  • Keep It Short and Sweet: Respect your customer's time with a concise, clear request.
  • Provide Clear Instructions: Tell them exactly what you need and how they can submit their testimonial.
  • Follow Up: If you don't receive a response, send a gentle reminder after a week or two.

Text Messages (SMS)

SMS can be a powerful tool for requesting testimonials, especially for businesses with a younger demographic or those that frequently communicate with customers via text. Consider these tips:

  • Keep It Brief: SMS is all about brevity. Get straight to the point with your request.
  • Make It Easy: Include a direct link to a testimonial form or survey.
  • Timing Is Key: Send texts during business hours to avoid being intrusive.
  • Offer an Opt-Out: Always provide a way for customers to opt out of future SMS communications.

Website Integration

Your website is a prime location for collecting testimonials. Here are some strategies:

  • Testimonial Forms: Include a dedicated form on your website for customers to submit testimonials.
  • Pop-ups: Use timed or exit-intent pop-ups to request testimonials from engaged visitors.
  • Thank You Pages: Add a testimonial request to your post-purchase thank you pages.
  • Customer Account Areas: For businesses with customer login areas, include a testimonial submission option in the user dashboard.

Social Media Outreach

Leverage your social media presence to gather testimonials:

  • Create a Branded Hashtag: Encourage customers to share their experiences using a unique hashtag.
  • Run Contests: Incentivize testimonial submissions with a chance to win prizes.
  • Engage with Mentions: When customers mention your brand positively, ask if you can use their comments as testimonials.
  • Use Social Media Polls: Create engaging polls that can double as mini-testimonials.

Testimonial Collection Tools

Specialized tools can streamline the process of collecting and managing testimonials:

  • Survey Software: Use tools like SurveyMonkey or Google Forms to create testimonial questionnaires.
  • CRM Integration: Many CRM systems offer features for requesting and storing customer feedback.
  • Dedicated Testimonial Platforms: Services like Trustpilot or Yotpo can help automate the collection and display of testimonials.
  • Video Testimonial Tools: Platforms like Boast or VideoAsk make it easy to collect video testimonials.

Crafting the Perfect Testimonial Request

A well-crafted testimonial request can significantly increase your response rate. Let's break down the key elements and questions to include:

Key Elements of a Testimonial Request

  1. A Clear Subject Line: For email requests, use a subject line that stands out and clearly states your purpose.
  2. Personalized Greeting: Address the customer by name to establish a personal connection.
  3. Expression of Gratitude: Start by thanking the customer for their business or recent interaction.
  4. Context for the Request: Briefly explain why you're asking for a testimonial and how it will be used.
  5. Specific Instructions: Provide clear guidance on what you'd like them to include and how to submit it.
  6. Optional Incentive: Consider offering a small token of appreciation for their time.
  7. Deadline: Include a gentle timeframe to encourage prompt responses.
  8. Permission Request: Ask for explicit permission to use their testimonial in your marketing materials.

Testimonial Questions to Ask

To guide your customers in providing valuable testimonials, consider asking these questions:

  1. What problem were you trying to solve with our product/service?
  2. How has our product/service helped you achieve your goals?
  3. What specific feature did you find most useful?
  4. How would you describe your experience working with our team?
  5. What results or improvements have you seen since using our product/service?
  6. Would you recommend our product/service to others? Why?
  7. Is there anything else you'd like to share about your experience with us?

Testimonial Request Templates

Here are five versatile templates you can adapt for your testimonial requests:

Template 1: Short and Sweet Email Request

Subject: Quick favor? Your feedback matters!

Hi [Customer Name],

I hope this email finds you well. We're thrilled that you've been using [Product/Service] and would love to hear about your experience.

Would you be willing to share a brief testimonial about how [Product/Service] has helped you? Your insights would be invaluable to us and potential customers.

Simply reply to this email with a few sentences about your experience. We'd be grateful for your input!

Thank you for your time and support.

Best regards,
[Your Name]

Template 2: Detailed Email Request with Questions

Subject: Share your success story with [Company Name]

Dear [Customer Name],

We hope you're enjoying your experience with [Product/Service]. Your satisfaction is our top priority, and we'd love to hear more about how we've helped you achieve your goals.

Would you be willing to provide a testimonial? Here are a few questions to guide you:

1. What challenge were you facing before using [Product/Service]?
2. How has [Product/Service] helped you overcome this challenge?
3. What specific results have you seen?
4. Would you recommend [Product/Service] to others? Why?

Your response can be as brief or detailed as you'd like. We may use your testimonial on our website or in marketing materials, with your permission.

Thank you for your time and valuable feedback!

Warm regards,
[Your Name]

Template 3: SMS Request

Hi [Name]! We hope you're loving [Product]. Mind sharing a quick testimonial? It'd mean a lot to us! Just reply with your thoughts or click this link to submit: [Short URL]. Thanks!

Template 4: Social Media Direct Message

Hey [Name]! 👋 We noticed you've been using [Product] and we'd love to hear your thoughts! Would you be up for sharing a quick testimonial about your experience? It would really help other [target audience] who are considering [Product]. Let us know if you're interested, and we'll send over some easy questions. Thanks for being an awesome customer! 😊

Template 5: Video Testimonial Request

Subject: Lights, Camera, Action! We'd love your video testimonial

Hello [Customer Name],

Your success with [Product/Service] has been incredible, and we'd love to showcase it! Would you be interested in sharing your story through a brief video testimonial?

Here's what we're looking for:
- A 1-2 minute video
- Your experience with [Product/Service]
- The results you've achieved

We'll provide all the questions and guidance you need. Plus, as a thank you, we'll [offer an incentive, e.g., "extend your subscription by one month for free"].

Interested? Just reply "Yes," and we'll send over all the details.

Thank you for considering this opportunity to inspire others!

Best regards,
[Your Name]

Best Practices for Requesting Testimonials

Follow these best practices to increase your chances of receiving high-quality testimonials:

  1. Make It Easy: Provide clear instructions and multiple submission options (e.g., email, form, video).

  2. Be Specific: Ask for details about their experience, results, and feelings about your product or service.

  3. Offer Guidance: Provide prompts or questions to help customers structure their testimonials.

  4. Timing Is Everything: Request testimonials when the positive experience is fresh in the customer's mind.

  5. Personalize Your Approach: Tailor your request to the individual customer and their specific experience with your brand.

  6. Show Gratitude: Always thank customers for their time and feedback, regardless of whether they provide a testimonial.

  7. Follow Up: If you don't receive a response, send a gentle reminder after a week or two.

  8. Respect Privacy: Always ask for permission to use the testimonial and offer options for anonymity if desired.

  9. Provide Incentives: Consider offering a small token of appreciation, but be clear that it's for their time, not for a positive review.

  10. Make It a Regular Practice: Integrate testimonial requests into your customer follow-up process.

How to Use Testimonials Effectively

Once you've collected testimonials, it's crucial to use them strategically:

  1. Showcase Diversity: Display testimonials from various customer segments to appeal to a broad audience.

  2. Highlight Specific Benefits: Choose testimonials that speak to different aspects of your product or service.

  3. Use Various Formats: Mix text, video, and audio testimonials for maximum impact.

  4. Place Them Strategically: Include testimonials on key pages like your homepage, product pages, and checkout process.

  5. Rotate Regularly: Keep your testimonials fresh by updating them periodically.

  6. Create Case Studies: Expand detailed testimonials into full case studies for in-depth social proof.

  7. Share on Social Media: Use testimonials in your social media content strategy.

  8. Include in Email Marketing: Incorporate testimonials into your email campaigns and newsletters.

  9. Use in Advertising: Feature testimonials in your paid advertising efforts for added credibility.

  10. Create a Dedicated Testimonials Page: Compile all your best testimonials on a single, easily accessible page.

Overcoming Common Challenges

Even with the best strategies, you may encounter some hurdles when requesting testimonials. Here's how to address common challenges:

  1. Low Response Rates:

    • Solution: Simplify the process, offer incentives, and follow up politely.
  2. Generic or Vague Responses:

    • Solution: Provide specific questions and ask for concrete examples and results.
  3. Negative Feedback:

    • Solution: Use this as an opportunity for improvement. Address concerns privately before requesting a public testimonial.
  4. Legal Concerns:

    • Solution: Always obtain written permission and consult with legal counsel if necessary.
  5. Time Constraints:

    • Solution: Offer multiple formats (e.g., written, video, audio) to accommodate different preferences.
  6. Fear of Public Exposure:

    • Solution: Offer options for anonymity or using only first names.
  7. Lack of Memorable Experiences:

    • Solution: Focus on creating exceptional customer experiences throughout the customer journey.

Measuring the Impact of Testimonials

To ensure your testimonial strategy is effective, track these key metrics:

  1. Conversion Rate: Compare conversion rates on pages with and without testimonials.

  2. Time on Page: Measure if visitors spend more time on pages featuring testimonials.

  3. Click-Through Rate: Track clicks on testimonials, especially if they link to case studies.

  4. Social Shares: Monitor how often your testimonials are shared on social media.

  5. Search Engine Rankings: Observe if user-generated content improves your SEO performance.

  6. Customer Acquisition Cost: Analyze if testimonials help reduce your cost per new customer.

  7. Net Promoter Score (NPS): See if your NPS improves as you gather and showcase more testimonials.

When collecting and using testimonials, keep these legal aspects in mind:

  1. Obtain Written Permission: Always get explicit consent to use a customer's testimonial.

  2. Be Transparent: Disclose any compensation or incentives provided for testimonials.

  3. Avoid Editing Content: If you need to edit for length, ensure you don't alter the meaning or intent.

  4. Respect Privacy Laws: Be aware of regulations like GDPR when collecting and storing customer data.

  5. Keep Records: Maintain documentation of permissions and original submissions.

  6. Update Regularly: Remove outdated testimonials, especially if the customer relationship has changed.

  7. Be Truthful: Ensure all testimonials are genuine and reflect actual customer experiences.


Mastering the art of asking for customer testimonials is a valuable skill that can significantly boost your marketing efforts. By following the strategies, templates, and best practices outlined in this guide, you'll be well-equipped to gather compelling social proof that resonates with potential customers.

Remember, the key to successful testimonial collection lies in making the process easy for your customers, asking at the right time, and using the feedback effectively across your marketing channels. With persistence and a customer-centric approach, you'll build a robust collection of testimonials that showcase the true value of your products or services.

Start implementing these techniques today, and watch as your customer testimonials transform into powerful tools for building trust, credibility, and ultimately, driving business growth.

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