Did you know that conversion rates for e-commerce stores grow by 67% when the page shows a customer review? You don't have to be a marketing expert to know that social proof is a powerful motivator to purchase, but collecting testimonials and reviews is not easy if you're just starting out.
How do you ask for a testimonial? Who should do it in your team? What are the best methods to follow?
Today, you’ll discover how simple it is to gather testimonials and learn the steps to make it happen.
Why reviews and testimonials matter for your small business
No matter what industry you're in, customer testimonials as a form of customer feedback is useful for your business. Here’s an example:
An example of a testimonial on the Capsule CRM home page
They increase your trust and credibility
Customers read online reviews and client testimonials before making a purchase. According to research, 46% of customers trust these reviews as much as they trust a recommendation from friends or family.
Sure, you can write blog posts about the quality of your services and products, but potential customers will ignore these messages. Instead, they'll take a look at what online reviews say.
They have a direct impact on sales and conversion rates
Products with at least five reviews are 270% more likely to be purchased than products without reviews, so use this to your advantage.
If you have a software product, encourage satisfied clients to leave detailed feedback on your G2 or Capterra page. If you run an e-commerce store, nudge customers into leaving star-rating reviews or written or video testimonials.
Once the testimonial process is complete, share them in prominent locations for sales prospects to see. For example, you can add a snapshot of your G2 review on your SaaS website's landing page to encourage conversions.
Improved SEO rankings and online visibility
For small businesses competing in local SEO, the number of testimonials and reviews is significant for local search terms.
For example, here is a local search query:
Aside from the sponsored post, you'll notice that the search results are sorted according to the number of reviews. So, it's not just the overall rating that matters – it's also the total number of submitted reviews.
Higher customer retention and engagement
Responding to testimonials and reviews improves customer loyalty and encourages repeat purchases. As one research shows, 93% of customers expect a response from a business on their online reviews.
Even a brief testimonial can take up to 15 minutes to complete. And in the instant culture and commoditized lives we live, that's a lot of time in a client's busy day to set aside for your business. The least that you can do is respond, and the result will be increased customer loyalty and more repeat purchases.
Competitive advantage
When clients compare a business with 20 testimonials to one with none, they naturally lean toward the one with strong social proof.
Here's an example from our G2 page:
With 374 reviews at the time of writing, this sends a message that Capsule CRM has been around for a while and that numerous customers have left their thoughts about our product.
On the other hand, if someone were to purchase a CRM with no reviews on this platform, they might be worried about the lack of social proof and what’s behind that.
Simple strategies to collect customer reviews
Getting a written or video testimonial doesn't seem complicated: all you have to do is ask. However, knowing when and how to ask makes all the difference. Here's what you need to know when you ask for a testimonial from your customers or clients.
Ask at the right time
Customers want to give testimonials, but it's not something they intentionally do every day. You should make a testimonial request at a significant milestone in their customer journey. For example:
- After they convert from a free trial to a paid account
- Once their order is delivered
- When you're following up and checking in on their overall satisfaction
- Once they've had an excellent customer service experience
- After they made a repeat purchase.
Trust your judgment on when your customers are happiest – that’s when you should ask for a testimonial.
Make it easy
So you've requested a testimonial but haven’t heard back from the customer. Why is that?
One reason is because your client has to jump through hoops to submit their thoughts. When you ask for testimonials, streamline the process for your customers.
In your testimonial request email or message, explain what you need from them in a few sentences.
Then give them a link to your Google Reviews page, Facebook page, Yelp review account or where you store your reviews. With one click, they should reach the testimonial form page and start writing.
If you have a physical location, you can collect testimonials more easily with QR codes. By scanning them, customers should land on the appropriate page for your business, e.g. a Yelp page.
Use incentives wisely
In your testimonial request email, you may consider offering a discount or a free product to encourage clients to give you (positive) testimonials. While this might work, it can get expensive in the long run, and some platforms have strict rules against rewarding customers for their quality testimonials.
Instead, add an incentive – a discount or giveaway entry—to your testimonial form as a thank you.
Budget-friendly incentives are a win-win: they encourage customers to share their experiences via testimonials and, with discounts they can spend in your shop, they promote ongoing purchases and customer loyalty.
Use testimonial request templates
Most businesses rely on proven testimonial email templates to gather feedback. Since every product and client is different, you can customize the template below to make it your own:
Subject line: Quick Request: Share Your Experience with [Your Business Name]
Hi [Customer’s First Name],
Thanks for being a [insert company name] customer.
We'd love to hear about your experience with [specific product/service].
If you two minutes, could you share a short testimonial? It would help others understand the value of [business/product/service] and support our small business.
You can reply to this email with a few sentences, or if it’s easier, leave a review here: [Insert Review Link].
Thank you so much for your time and support—we really appreciate it!
Best,[Your Name][Your Business Name][Your Contact Information]
Use your CRM data to tailor your testimonial requests. For example, if a customer highlighted your quick turnaround time, include that detail in your letter.
Encourage testimonials for referrals
Positive reviews often lead to referrals and more potential clients. This is why it's key to ask for a testimonial from your happiest, most vocal customers.
Once you start receiving authentic feedback from happy clients, you can use it in many ways to enhance your marketing and close more deals:
- Set up a dedicated page to showcase in-depth testimonials from your best clients.
- Create a section on your site for case studies, reviews, and other customer testimonials.
- Feature customer testimonials in your marketing materials and sales emails to boost credibility.
- Showcase key snippets or full customer testimonials on your social platforms.
This is how Intercom does it – with a dedicated testimonials block on their home page.
Tips to manage and respond to reviews
Collecting testimonials and reviews is the hard part. Once they’re in, it’s your job to handle them and nurture better customer relationships. Here's how to do that.
Always respond to feedback
Whenever new testimonials roll in, be it positive or negative, assign someone from your team to reply with a full, personal message – don’t let bots or AI handle it.
It shows that you value their feedback, which can lead to increased engagement and more reviews in the future.
Thank the satisfied customers who leave positive thoughts about your product or service in your feedback forms. This helps you turn them into loyal customers who will keep purchasing and refer other potential clients your way.
Respond positively to negative feedback
Not all feedback will be nice – but that's okay, because you don't have to publish it on your testimonials page. However, you should acknowledge the negative comments and respond professionally.
Try to understand their point of view, resolve the issue, and, if possible, ask them to change their feedback later once the problem has been resolved. One approach to guide you through this process is Starbucks’ LATTE method. This involves:
- Listen → Hear the customer's concerns without interrupting.
- Acknowledge → Validate their complaint so they know you understand.
- Take action → Work to resolve the issue as quickly as possible.
- Thank → Appreciate the customer for bringing the problem to your attention.
- Explain → Clarify why the problem occurred.
Using the LATTE method can help diffuse difficult situations and may even encourage customers to update their feedback after their concerns are addressed.
Track your client testimonials and reviews
If certain aspects of your product or service come up often, write them down. For example, if someone praises your speedy delivery, pick the best testimonials from satisfied clients and highlight your quick delivery on your testimonials page, home page, or landing pages.
Conclusion
Testimonials do more than build credibility – they drive conversions, boost retention, and increase revenue. For growing businesses, testimonials can be a game-changer.
Start small with one tactic, and as you build confidence, expand your efforts across multiple platforms. Try our review request template today and watch your reviews – and results – grow.
