Need testimonials but not sure how to get them?
Pull up a seat. That’s exactly what we’re discussing in this post.
You know that testimonials play a huge role in the success of your business. Testimonials provide social proof. Testimonials show that not only have people used your product, but that they endorse your product.
For these reasons, testimonials are so much more convincing than your own marketing. People trust proven results, not glitzy promises.
But here’s the problem: testimonials are hard to come by. Even when people are happy with your product, they probably won’t reach out to you saying, “Hey, I want to leave a testimonial for your product.”
So, the burden rests on you to not only find people who are willing to offer testimonials, but also source the right testimonials to convert your prospects.
Mission impossible? Absolutely not. You can find incredible testimonials for your product, and I’m going to show you how. Let’s get started.
What Makes a Testimonial Incredible?
Not all testimonials are created equal.
A vague testimonial like, “I love this product” doesn’t do much to persuade a prospective customer. It doesn’t answer the all-important why?.
An over-the-top testimonial like, “This product is the best thing ever created in the history of the universe” is not effective, either. It sounds a little too enthusiastic, and prospects will immediately disregard it unless the claim is backed up by facts.
These types of testimonials are wonderful for boosting your ego, but don’t do much to push your products.
Let’s take a look at the four requirements of a quality, customer-converting testimonial.
It’s got to be credible. Your testimonials need to look like they come from actual customers and not your marketing team (it happens). Attaching photos to your testimonials is a great way to create a sense of a credibility. If you have video testimonials, that’s even better for establishing credibility. Also, make sure that you link to their business website or social media for extra credibility points.
It needs to be consumable. A testimonial doesn’t have to be short, but it should be snackable. Think of your average customer. Chances are they’re busy, they’re stressed out, and they’re trying to find the right solution for their problem, but they don’t know whether to try your product or go with the tempting offer of your competitor. They need to see testimonials that get straight to the point and answer their hesitations. Select testimonials that do just that.
It should be specific. Vague testimonials need not apply. Instead of showcasing ego-boosters on your website, social media, and email campaigns, use testimonials that give insight into what problem your product solves. “I’ve gained X amount of hours a day since using this product” is an example of a specific testimonial. In one sentence, this testimonial highlights a key benefit to using your product.
It must be relatable. The testimonials should come from people who look like the rest of your audience. Choose testimonials from people who share the same job function, or a pain point that’s similar to your target customer. Prospective customers want to hear from others that they can relate to. This can make the biggest impact on their decision to choose your product.
So, you may be thinking, That’s all great, but how do you find people who are willing to give these credible, consumable, specific, and relatable testimonials? And once you find them, how do you avoid getting vague or over-the-top testimonials?
I’m glad you asked. Let’s talk about how to get the best testimonials for your brand. I’ll break it down into two parts: asking for testimonials and then finding testimonials that already exist.
1. How to Ask for Testimonials
When you need to beef up your testimonials page, here’s how to find willing endorsements:
Your email list is the perfect place to find testimonials for your product. If you’ve segmented your list into prospects and customers, consider emailing your current customers and asking for testimonials.
But don’t just ask for a testimonial.
A lot of people shy away from giving testimonials because they don’t know what to say. It’s a lot of pressure.
So, instead of asking for a testimonial, call it feedback. And then prompt them. A few questions you may want to ask:
- What has been the biggest benefit of using our product?
- What results have you seen since purchasing our product?
- What would you tell other people about our product?
You can also reach out to trial users who haven’t become full-fledged customers yet. In your welcome email, ask for feedback:
- Why did you sign up for our service?
This immediate request for feedback comes at a time when the user is very engaged in your product, so you’ll score a lot more answers.
When you receive feedback that you can use in a testimonial, shoot over another email asking for permission to publish their words as a testimonial. Keep it casual but grateful, for example, “Hey, thanks so much for your feedback. It was outstanding. I’d love to use your feedback in a testimonial. Here’s what I’ll use on my site: [their testimonial]. Would you mind?”
Chances are, they’ll agree.
Over Social Media
Ask for testimonials over social media. Here are a couple of ideas you can try:
On your Facebook business page, create a tab for collecting reviews.
Run a video contest where you ask users to explain why they love your product. You can offer a prize to the most creative video, but give everyone who participates a reward (such as a discount code, a free upgrade, or a free consultation).
In Your App
Prompt for reviews at the appropriate time during the user’s lifecycle. You should time your ask to coincide with maximum engagement, for example after the user has tested your product but is still invested enough to leave feedback.
2. How to Find Existing Testimonials
You don’t have to solicit all testimonials. Some testimonials exist without you prodding them. Here’s how to find them:
Monitor Your Name
Use a tool to monitor every mention of your business or products. There are a ton of social media monitoring tools you can choose from, such as HootSuite, TweetReach, and Social Mention. When you find people who have a positive review of your product, reach out to them. Ask if they’ll provide a testimonial that you can use on your site.
Review Sites/ Forums
Stalk sites and message boards populated by your users. When you see a positive review or shout out, reach out to that person and ask for a testimonial.
But, even though it’s tempting, don’t copy and paste any reviews you find on third-party sites. These reviews are owned by the user and licensed to the site that they are on, so you could get in legal trouble if you lift these reviews and place them directly on your site.
If you have a blog, the comments section can be the perfect place to find glowing customer testimonials. As a courtesy, you can also contact the commenter before displaying their comments as a testimonial.
Where to Display Testimonials
Now that you have testimonials, let’s discuss where to place them for maximum impact. While you may have a dedicated testimonial page, I suggest that you also place testimonials other places, too. That’s because not every prospect will see your dedicated testimonials page.
On Your Home Page
Proudly display testimonials on your home page. Think of ways you can incorporate testimonials to nudge on-the-fence prospects into trying your product.
On Your Social Media Page
Integrate testimonials into your cover photo on your social media account.
On Paid Advertisements
Incorporate testimonials in your marketing campaigns on search engines and social media.
On Your “About Us” Page
Spice up your “About” page with testimonials that increase trust.
On Your “Contact Us” Page
Instill confidence before they contact you by posting up a few testimonials on your contact us page.
On a Dedicated Testimonial Page
How can I forget the dedicated testimonial page? Even if not everyone will venture over to see it, it’s still a good idea to have one if you’ve collected at least one dozen testimonials that meet the four requirements we discussed above.
Check out these extra resources before you go:
- The Value of Checking in With Your SaaS Clients
- How to Deal With Negative Feedback in Your SaaS
- How To Position Your SaaS To Attract Clients
Kill your churn. Keep more of your customers. Get an invite to Retained.