How To Ask For Customer Testimonials And Make The Most Out Of Them

Updated: March 1st, 2024

What Is A Customer Testimonial?

A customer testimonial is a recommendation from satisfied customers affirming the value of a product or service.

Happy customers give customer testimonials voluntarily or upon a company’s request.

According to Optinmonster, 88% of consumers trust reviews as much as personal recommendations.

When combined with a sharp content strategy, customer testimonials help prospects overcome objections, hence boosting online sales and turns customers to brand ambassadors.


Trust & Credibility
Cost Details
Satisfied customers will leave testimonials at no cost to your business

Customer Testimonial Key Takeaways

  • Great customer testimonials inform your prospects that your business actually delivers value
  • Customer testimonials page will inspire trust in your business and boost your conversion rate
  • Legitimate customer testimonials act as a powerful tool to establish trust and encourage potential buyers to take appropriate action
  • To generate a glowing customer testimonials page, know who your happy customers are and collect their feedback.

Example Customer Testimonial Video

Understanding How Customer Testimonials Work

Customer testimonials in a landing page encourage potential customers to make a purchase.

This is considering that when prospects come across verified customer testimonials, they gain trust in your brand.

The customer testimonials help brands to improve product sales and overall conversions. Therefore, businesses need to consider collecting testimonials from satisfied customers.

Real-World Examples Of Brands Using Customer Testimonials To Improve Conversions

Here are two customer testimonial examples:

1. How Zendesk is Improving Conversions Through Customer Testimonials

Zendesk Customer Page is a great illustration of how to request and feature customer testimonials.

To begin with, they have gone ahead and inquired from their customers, how their service3 has improved the customer's experience.

The customer experience is featured in an easy-to-navigate testimonial page that includes eye-catching graphics.


Besides, Zendesk prioritizes testimonials from popular companies like Klook, Mailchimp, and Siemens to lend social proof to their products.

When prospective customers scroll and scan a number of testimonials from the big-name businesses, they trust Zendesk solutions and end up signing up. To make sure they do not miss the opportunity, Zendesk includes a "chat with sales" window, so that prospects can make inquiries.

2. How ChowNow Is Building Brand Trust By Requests And Publishing Customer Testimonials

ChowNow invested in recording high-quality customer testimonials. Their video testimonials allow the viewer to connect on an emotional level.


The testimonials page mentions why the customer choose ChowNow over competition and even mentions how their conversions increased after choosing ChowNow over the competition.

ChowNows combination of video-based and text-alone customer testimonials is well worth the investment.

How To Request Customer Testimonials

Here are a couple of ideas of how you can collect customer testimonials.

  • Do an interview or a survey at the end of the project
  • Use Feedback received through Email or recorded voice calls
  • Record a quick video while meeting the client or signing off a project
  • Write reviews and ask the customers to post
  • Support customer review with a compliment to encourage them to always leave a review

To improve the effectiveness of customer reviews request, consider setting up easy ways for clients to send in their feedback through.

Best Tools For Gathering Customer Testimonials

  1. Typeform: Features an eye-catching design that encourages customers to fill their experience.
  2. Hotjar: Built for marketers, product managers, and UX designers.
  3. Qualtrics user-friendly and versatile tool built to make sophisticated tasks easy and accessible to users of different skill levels.
  4. Google Forms super simple to use enabling you to collect feedback from customers in less time.
  5. SurveyMonkey: Get access to expert-written survey templates that speak to customers, employees, or your target audience

Qualtrics CoreXM

Lay the right foundation for managing your stakeholder experiences. From customer insights to market segmentation to concept testing, Qualtrics CoreXM is the single solution for all of your experience data.

Businesses using Qualtrics CoreXM:

Get Qualtrics CoreXM ➜


Survey platform.

Businesses using SurveyMonkey:

54 successful businesses are using SurveyMonkey ➜

Get SurveyMonkey ➜

Google Forms

Create a new survey and edit it with others at the same time. Free with a Google account!

Businesses using Google Forms :

74 successful businesses are using Google Forms ➜

Get Google Forms ➜

Get more testimonials

Testimonials about your business or services are one of the easiest, yet often missed strategies to grow your business. You need to make sure you:

  1. Get testimonials, and
  2. Show off your testimonials

Here are a couple of good resources on testimonials:

Case Study

Every testimonial and case study makes it easier to acquire the next customer.

Business moves at the speed of trust, and there is a large lack of trust in the marketing services vertical.


Matt Pru, on starting Stackmatix ($60,000/month) full story ➜
meet the author
Pat Walls

I'm Pat Walls and I created Starter Story - a website dedicated to helping people start businesses. We interview entrepreneurs from around the world about how they started and grew their businesses.