Getting a customer testimonial that really convinces
"Great product, I recommend it" convinces nobody. A good testimonial tells a before, an after and a number.
Most testimonials are useless because they're vague: "great support", "I recommend". A visitor can't picture themselves in them. A useful testimonial tells a situation that looks like theirs, and a result.
The right moment
Right after a concrete result, just like a referral. The customer still has the number in mind and wants to share it.
Don't ask for "a quick testimonial"
Ask them to answer three short questions instead:
- Where were you before you started?
- What changed, concretely?
- What result did you get, with a number if possible?
The answers naturally form a before, an after and a proof.
The message template
Really happy about your result this week. Would you be OK with me sharing it? You can just answer these 3 questions in a sentence or two each: where you were before, what changed, and the result you got. I'll show you the text before publishing it.
Make it credible
- first name, what they do, and a photo or link if they agree;
- a precise number rather than a superlative;
- the customer's own words, barely edited.
Never invent or embellish. A single fake testimonial discovered is enough to ruin trust in all the others.
Where to use it
Next to the buy button, on the pricing page, and in your outreach messages. A testimonial placed at the moment of doubt is worth more than ten at the bottom of the page.
The number to track
Testimonials with a precise number. Three good testimonials with numbers beat twenty compliments.
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