Why Bother with Testimonials?
Quick reality check:
- 92% of consumers read testimonials before buying
- Testimonials on sales pages can increase conversions by 34%
- B2B buyers trust peer reviews more than vendor claims
But here's the thing: happy customers rarely leave reviews on their own.
You have to ask.
The good news? Most satisfied customers are willing to help — they just need a nudge (and an easy way to do it). This guide shows you exactly how to ask, when to ask, and what to say.
When to Ask: Timing Is Everything
Ask at the wrong time and you'll get ignored. Ask at the right time and you'll get enthusiastic responses.
The Best Times to Ask
1. Right After a "Win" Moment
The #1 best time to ask is immediately after your customer achieves something with your product.
Examples: They complete their first project, hit a milestone (100th order, 1 year anniversary), tell you something positive in support chat, or renew/upgrade.
Catch them while they're still feeling the success.
2. After Positive Feedback
If a customer emails you saying "This is amazing!" — that's your cue.
Don't just say "Thanks!" — say "Thanks! Would you mind sharing that as a testimonial?"
3. After Support Resolution
Counterintuitive, but: customers who had a problem that you FIXED often give the best testimonials.
They've seen how you handle issues. That builds trust.
4. At Natural Checkpoints
End of onboarding, end of a project, quarterly business reviews, contract renewal time.
When NOT to Ask
- • Right after signup (they haven't experienced value yet)
- • When they're frustrated or mid-issue
- • During a billing dispute
- • Too frequently (once per customer is usually enough)
Rule of thumb: Ask when they're happiest with you. You'll feel it.
7 Ways to Ask for Testimonials
The Direct Email Ask
The simplest approach: send a personal email asking for a testimonial.
- • Personal and direct
- • Easy for you to send
- • Customer can respond on their own time
B2B, services, high-touch relationships
Hi [Name],
I hope [product/project] is working well for you!
I'm collecting testimonials from customers, and I'd love to include yours.
Would you be willing to share a few sentences about your experience?
Here are a few questions to make it easy:
- What problem were you trying to solve?
- How has [product] helped?
- Would you recommend it to others?
No pressure at all — I know you're busy. But if you have 2 minutes, it would mean a lot.
Thanks!
[Your name]
- • Keep it short (under 150 words)
- • Give them prompts — don't make them start from scratch
- • Make it clear it's quick (2 minutes)
- • Don't attach anything — one click to reply
Post-Purchase or Post-Project Request
Build testimonial requests into your workflow — automatically.
- • 7-14 days after purchase (e-commerce)
- • Right after project delivery (services)
- • After onboarding completion (SaaS)
Hi [Name],
It's been [X days/weeks] since you [purchased/started using] [product].
I wanted to check in — how's it going?
If you're happy with it, would you mind leaving a quick testimonial? It helps other people like you find us.
[Link to testimonial form]
Takes about 2 minutes. And thank you either way!
[Your name]
Set this up in your email tool (Mailchimp, ConvertKit, Customer.io) to send automatically after the trigger event.
In-App Prompt (SaaS)
If you have a software product, ask inside the app — when engagement is high.
- • After completing a key action (first report generated, first sale made)
- • After hitting a usage milestone (100 tasks completed)
- • When they've been active for X days
Enjoying [Product]? We'd love to hear from you!
- • Easy to dismiss
- • Don't show again if dismissed
- • Only show to active/happy users (check engagement data)
After a Support Conversation
When you've just solved someone's problem, they're grateful. Ask then.
"Glad I could help! Quick question — would you be open to sharing your experience as a testimonial? It helps other customers trust us.
If yes, here's a quick form: [link]
Either way, thanks for being a customer!"
- • You've just proven your value
- • They're in "thank you" mode
- • Natural part of the conversation
Turn Social Mentions into Testimonials
People say nice things about you on Twitter, LinkedIn, and Reddit — often without tagging you.
"Hey [Name], thanks so much for the kind words! Would you mind if we featured this on our website as a testimonial? Happy to link to your profile. 🙏"
- • They've already said something nice
- • Low effort (just asking permission)
- • Authentic — it's their real words
Most people say yes. They're flattered you asked.
The hard part: Finding these mentions. Most go unnoticed. This is exactly what auto-discovery tools solve — finding mentions you'd otherwise miss.
Video Testimonial Request
Video testimonials are powerful — but harder to get. Here's how to increase your success rate.
Hi [Name],
Would you record a 60-second video testimonial for us?
Just answer:
1. What do you do?
2. What problem did [product] solve?
3. Would you recommend us?
As a thank you, I'll send you [incentive].
No worries if video isn't your thing — written works too!
- • Offer something in return (video is a big ask)
- • Provide clear questions
- • Emphasize "60 seconds" and "your phone" (low production)
- • Give a written option as fallback
Customer Interview → Testimonial
The highest-quality testimonials often come from conversations, not forms.
"Hey [Name], I'd love to feature you in a customer spotlight on our blog. It'd be a 15-minute chat about how you use [product]. Interested?"
- • Transcribe the conversation
- • Pull out the best quotes
- • Ask permission to use specific quotes as testimonials
Bonus: You also get content for a case study or blog post.
Make It Easy (Or They Won't Do It)
The #1 reason people don't leave testimonials? It feels like work. Remove every possible barrier.
Give Them Prompts
"Can you write a testimonial?"
"Can you answer these 3 questions?"
- • What was your situation before using [product]?
- • What specific results have you seen?
- • Who would you recommend this to?
Keep It Short
Ask for 2-3 sentences, not a novel. You can always follow up for more detail.
Provide Multiple Options
Some people prefer:
- • Typing a quick response
- • Recording a voice memo
- • Doing a video
- • Just saying "yes, use my tweet"
Let them choose their comfort zone.
Remove Friction
- No login required
- Works on mobile
- Takes under 2 minutes
- Clear what they're agreeing to
The easier you make it, the more testimonials you'll get.
They Said Yes — Now What?
You got a testimonial. Great! Here's how to maximize its value.
Thank Them (Genuinely)
Send a personal thank you. They did you a favor.
Ask for Permission to Use
Be specific about where you'll use it: website, social media, ads, sales materials.
Get explicit approval, ideally in writing.
Ask for Photo + Details
A testimonial with a photo, name, title, and company is 3x more credible than anonymous quotes.
Ask: "Would you be okay if we include your photo and job title?"
Request a Review on Other Platforms
If they're willing to write a testimonial, they might also leave a G2 or Capterra review, post on LinkedIn, or review on Google.
Don't be pushy, but ask: "Would you be open to posting this on [platform] too?"
Use It!
Don't let testimonials sit in a folder. Put them:
- • On your homepage
- • On pricing pages
- • In email sequences
- • In social posts
- • In sales decks
Testimonials only work if people see them.
Should You Offer Incentives?
The short answer: It depends.
When Incentives Work
- • Video testimonials (bigger ask = bigger reward)
- • Busy professionals (their time is valuable)
- • Initial launch (you need reviews to get started)
- • Gift cards ($10-50)
- • Account credits
- • Donations to charity in their name
- • Exclusive access or swag
When to Skip Incentives
- • For simple written testimonials (most people don't expect payment)
- • When you have an established relationship
- • If you're worried about authenticity
Important Rules
- 1. Never pay for fake reviews — unethical and illegal in many places
- 2. Disclose incentives if required by platform (FTC, Google, etc.)
- 3. Don't influence the content — incentivize participation, not positive reviews
My take: For most text testimonials, a genuine "thank you" is enough. Save incentives for video or when you're asking a lot.
Copy-Paste Email Templates
Subject: Quick favor? (2 minutes)
Hi [Name],
Would you share a few sentences about your experience with [product]?
Here's what to cover:
- What problem were you solving?
- How did [product] help?
- Would you recommend it?
Reply to this email or use this quick form: [link]
Thanks!
[Your name]
Subject: RE: [their original message]
Thanks so much for the kind words — made my day!
Would you mind if we used this as a testimonial on our website? Happy to link to your [profile/company].
Let me know!
Subject: How did [project] go?
Hi [Name],
Now that [project] is complete, I'd love to hear your feedback.
If you're happy with how it went, would you leave a quick testimonial? [link]
Either way, thanks for working with us.
Subject: Quick video testimonial? (60 seconds)
Hi [Name],
Would you record a 60-second video testimonial for us?
Just answer:
1. What do you do?
2. What problem did we solve?
3. Would you recommend us?
As a thank you, I'll send you [incentive].
No worries if video isn't your thing — written works too!
5 Mistakes That Kill Your Response Rate
1. Asking Too Early
They signed up yesterday. They haven't experienced value yet. Wait.
2. Making It Complicated
Long forms, multiple pages, required fields — every step loses people.
3. Being Too Generic
"Leave a review!" is forgettable. Personalize your ask.
4. Not Following Up
Many people intend to respond but forget. One gentle reminder is fine.
5. Asking for Too Much
"Record a video, write 500 words, AND post on 3 platforms" — pick one.
The fix: Make it personal, make it easy, make it ONE thing.
What to Do with All Those Testimonials
Once you start collecting testimonials, you need a system.
Where to Store Them
- • Spreadsheet (simple, free)
- • Notion database
- • Dedicated tool (Shoutjar, Senja, etc.)
What to Track
- • Customer name and company
- • Date received
- • Where it's being used
- • Permission status
- • Source (email, social, review site)
Where to Use Them
- • Homepage hero section
- • Pricing page
- • Landing pages
- • Email sequences
- • Social media posts
- • Sales proposals
- • Product pages
- • Wall of Love
- • Website widgets
The goal: Get testimonials in front of people at every decision point.