51吃瓜

If you’re an online shopper like me, chances are you’ve set out to read a customer testimonial before purchasing a product or service. As consumers, we want to know that other customers are satisfied with their purchase before we are ready to commit.

But what sets a great customer testimonial apart from a not-so-great one? In this post, I’m sharing my favorite testimonial examples that highlight how your own customers can help you hype up your business.

I’ll also share insights and best practices from industry experts on creating a great customer testimonial program, from sourcing testimonials to promoting the finished product.

In this article:

• What is a testimonial?
• Why are testimonials so effective?
• How to Ask for a Testimonial
• Tips for Collecting High-Quality Testimonials
• How to Write a Testimonial
• 10 Different Types of Testimonials
• Testimonial Design Best Practices
• 9 Testimonial Examples
• Where and How to Share Testimonials
• Testimonial Page Examples: What elements make a good testimonial page?
• How 10 Companies Leverage Testimonials

25 Testimonial Page Examples

Get inspired by these 25 testimonial page examples from companies like:

• Hotjar
• Asana
• PandaDoc
• And more!

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The best testimonials go beyond just a simple claim of satisfaction. Effective testimonials need to resonate with your target audience and tell a story that starts with a challenge and ends with a resolution.

At the end of the day, your customer is the hero, but your brand helped them reach their goals.

Why are testimonials so effective?

Testimonials are a powerful tool used across multiple customer touchpoints, from marketing materials to sales conversations. Here’s why I think they’re so effective.

Social Proof

Testimonials are a form of social proof that allows potential customers to learn about other people’s experiences before making the leap. A whopping say they read testimonials and reviews before making a purchase.

Consumers rely on social proof and tend to trust it more than they do other forms of brand advertising, with people saying they trust what a customer says about a brand more than what the brand says about itself.

As , founder and president of , explained, “Testimonials are critical to my business. As a consultant, the field can be crowded, and having past (or current) clients paint a picture of what it‘s like to work with me can help me win a new piece of business better than if I try to explain what it’s like myself.”

Storytelling

Everyone loves a good story, and we especially love to root for the underdog. Testimonials add a storytelling element to your marketing, allowing you to position your customer as someone who faced a challenge and used your brand to overcome it.

that when it comes to marketing, stories are more likely to leave a lasting impression than just facts alone. (Stories are actually 22x more memorable than facts!)

By leveraging storytelling in your marketing strategy, you transform your customers’ experiences into relatable narratives that potential clients can connect with.

, a former marketer at , shared that her work with B2B companies and tech SaaS companies shows they “rely heavily on testimonials to add a story element to their marketing.”

By connecting with prospects through relatable stories, businesses humanize their brand and establish a deeper connection.

Demonstrating Impact

Testimonials do more than tell a story; they demonstrate real impact. At the end of the day, the impact is what buyers need to resonate with the most in order to say yes to signing on the dotted line.

Heir highlighted this when she said, “Without testimonials, it's hard to demonstrate how technology or services move the needle for customers.”

Testimonials go beyond simply telling potential customers about your offerings — they show the tangible results that your service or product delivers.

Building Trust

Trust is critical to acquiring new customers (and keeping them.). Testimonials are an essential tool for trust-building as they show potential clients that others have had positive experiences using your product or services. This is particularly important for service providers.

, a freelance content writer, emphasizes this point: "Using testimonials makes it easier for potential clients to trust me.”

When it comes to asking for testimonials, my first piece of advice is: “Don’t overthink it.” There’s no one right way to collect testimonials and you can approach this in whatever way works best for your business. The key is to tailor the process to your specific needs, goals, and customers.

Below, I’ve compiled a few common strategies businesses use to gather testimonials.

1. Make a direct ask.

In my experience, satisfied customers are often more than happy to provide a testimonial, so don’t be afraid to ask your customers for them!

This direct approach is especially applicable to service providers or small businesses that may not have robust resources to devote to a complex process or a lengthy customer interview.

But how exactly do you ask for these testimonials?

While it might seem awkward at first to ask for a testimonial, it gets easier with practice. A great place to start is by sending a personalized email.

As Ojaokomo explains, “I just ask them in an email. Something like, ‘We’ve been working together for a while now. Do you mind saying a few things about our work together? You can mention any[thing] from my communication, the quality of my work, and the results I’ve generated for your business .’”

The key is to write the request in a way that feels natural and clearly outlines what you need from the customer.

2. Conduct customer interviews to uncover insights.

Interviews are a great method to uncover in-depth stories about how your product or service is solving real challenges and delivering tangible impact to your customers.

, content lead at , shared that, "Most of our testimonials come from full customer case studies based on 30-minute customer interviews.”

I recently ran a customer interview and was surprised at some of the ways the customer described the value they saw from our brand. I went in expecting to hear that they valued the ability to consolidate their data or automate certain processes. Yet the customer was quick to rave about the value they saw in things like their post-sale support experience and the expertise they’re gaining in their industry from using our tool.

Without a customer interview, I wouldn’t have tapped into those additional value points that my company can now use in a testimonial.

Giving customers space to elaborate on where they see value enables you to tap into what your customers care about beyond just their use case for buying your product or service.

3. Document and analyze customer interactions.

I’ve had some of the best testimonials happen unexpectedly and organically during customer interactions. Often I’ll joke with a customer, “Wait, could I get that in writing?” when they start talking about their positive experiences.

Many businesses miss the opportunity to collect valuable testimonials because these interactions aren’t properly documented. A great way to avoid this is by recording your customer interactions or using a call recording software, such as .

You can then follow up with happy customers later via email, referencing the conversation and asking something like, “Do you mind if we share this in our marketing materials?”

Many meeting agents (like Gong) can also help you analyze customer interactions at scale, surfacing customers with positive sentiment that you could consider reaching out to for a testimonial.

4. Systemize testimonial collection.

While the methods mentioned above are a great way to collect feedback, automating the process of collecting that feedback regularly will make your testimonial creation process much easier. Here are a few ways I recommend doing that:

• Prompt customers to leave a review after each purchase. You can ask them to leave a review on your website or sites like Yelp, your Google Business page, Facebook, etc.

• Pro tip: Consider using an automated email for this request and sending it to the customer after they’ve received their goods or services.

• If you’re in SaaS, ask your customers to leave a review on or as they exit onboarding. This can be part of the post-onboarding survey that is automatically sent out.
• Add a review system with star ratings to your online store.
• Prompt customers to complete a customer satisfaction survey. 51吃瓜 customers can do this easily through the .

Tips for Collecting High-Quality Testimonials

How you collect testimonials can make or break the process, determining whether you can gather feedback at all and the quality of the testimonials you receive.

Here are some real-world tips and best practices that I’ve seen work firsthand to ensure you get meaningful, high-quality feedback.

1. Know your target audience.

Before collecting any testimonials, clearly defining your target audience is essential. This information will be crucial in determining which segment of your customer base to include in your customer outreach.

As Ojaokomo shared, it’s crucial to “ensure the profile of the people leaving testimonials matches the profile of clients or customers you want to attract.”

If the people providing testimonials don‘t match the profile of the audience you’re trying to reach, even the most glowing testimonials are unlikely to resonate.

In SaaS, for example, most companies often have a buyer (or executive champion) and an end-user or an admin. If your goal is to appeal to the buyer, you’ll likely want to get a testimonial from a customer whose experience closely resonates with the buyers in your ICP.

Once you've identified your target audience, you’ll need to pinpoint the specific concerns or objections your testimonials should address.

The concerns or objectives you want to address with testimonials may be centered around things like:

• Use cases.
• Customer pain points/Challenges.
• Value realization/Value drivers.

2. Ask at the right moment.

The timing of your request can significantly impact the willingness of a customer to leave a testimonial.

When a customer shares positive feedback, seize the opportunity to ask for a testimonial while their enthusiasm is fresh. As Doty pointed out, “Whenever we get glowingly positive feedback in an email or an Intercom support chat, we‘ll ask if that customer is willing to leave a review for us. They almost always say yes if we ask them right after they’ve given that positive feedback.”

I also suggest leveraging the promoters in your NPS surveys by finding an automated way to follow up with them and ask if they’d be open to leaving a review or providing a testimonial.

It goes without saying that you should make sure that whatever automated process you put into place accounts for at-risk customers and can easily be adjusted to avoid asking an unhappy customer for a testimonial.

3. Provide a framework and/or examples.

Giving your customers some direction is critical to obtaining high-quality testimonials, as it helps them focus their responses.

For asynchronous collection, you can create a template or form (like this template from Typeform!) or send them a list of questions via email.

If you’re doing a live interview, be sure to send them a few of the questions in advance so they feel prepared for the conversation. Even if you layer in additional questions to the interview later, sending them some talking points up front will help get their creative juices flowing.

A great (and simple) framework you can use is the problem-solution-results framework. This includes asking the customer about:

• The challenges they were facing before your product or service.
• How your product or service helped address those challenges.
• What results or impact they have seen since using your product.

4. Share your final draft with the customer before publishing.

While it may seem like permission is implied once a testimonial is given, securing explicit consent before making the final product public is essential.

You’ll want to make sure that you captured your customer’s sentiment and context properly, and that they don’t need to omit or change anything that could be compromising (and they may need to run it by their legal department, too!).

Getting final approval from your customer is not only good business practice, but it also prevents potential issues down the road and builds trust with your customer.

Now that I’ve covered how to collect testimonials and customer feedback effectively, let's discuss how to get the most out of this feedback. In this section, I’ll share expert tips on how to turn that feedback into compelling testimonials.

1. Highlight customer pain points.

The most compelling testimonials are built around a story — and every story begins with a problem. “When presenting testimonials, businesses should highlight customer pain points and how their service provided a solution,” explains , project lead at .

Highlighting the pain point in a testimonial is crucial because it allows your target audience to put themselves in the customer's shoes and envision themselves overcoming the same challenge with the help of your product or service.

2. Keep the customer’s success front and center.

One powerful lesson from , a content marketer at , was their approach to crafting compelling testimonials.

“We‘ve found that people want to feel like they’re good at their job, can spot a great tool, and implement a solution,” she explained. “It's important that the customer’s success comes first, with our tool serving as the aid.”

In my role, I bring customers into webinars to talk about how they’ve successfully used our tool to overcome challenges and create real change in their company. Customers really love hearing from their peers in the industry about how they’re solving problems, and my spotlight customers are often really excited to share the story of how their hard work resulted in success for their company.

By spotlighting the customer’s success, you make the testimonial more relatable and inspiring.

3. Balance emotion with data.

Testimonials are most compelling when they balance emotion and statistics, leading to a story that resonates and proves tangible value.

Doty emphasized the importance of emotional appeal, noting that this can make testimonials feel more genuine and credible. “Having a bit of raw emotion, unfiltered honesty, or a specific anecdote in the testimonial versus having a perfectly polished quote makes them resonate more," he explained.

But how do you strike the right balance between emotional appeal and data?

This balance emerged out of necessity for Inabo, but became a powerful strategy. She shared, “When I started conducting customer interviews at , I sent out questions beforehand, specifically asking them to come prepared with metrics.

However, many of them came with ‘feelings’ instead. Rather than sharing concrete data, I would hear things like, ‘It feels less chaotic. It feels like we’re more efficient. It feels like projects are faster.‘ So, what we ended up doing was blending those emotions with public data, which led to headlines like ’This company became more efficient in handling 200 staff.'”

25 Testimonial Page Examples

Get inspired by these 25 testimonial page examples from companies like:

• Hotjar
• Asana
• PandaDoc
• And more!

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Download Free

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4. Be specific.

Sometimes, customers' statements can be vague, which doesn’t add much value to a testimonial. You’ll want to aim for specific feedback that highlights the benefits customers experience.

Using specific data and quantifiable results makes your testimonial even stronger. For example, statements like “we grew our sales by X%” or “we reduced our manual efforts by X hours” add more credibility to the testimonial.

Ojaokomo echoed this point, sharing, “The testimonial should be specific, so potential customers can see that the client didn’t just use a template or make a blanket statement. If possible, include real numbers.”

5. Keep it short.

It’s easy to get carried away when creating a testimonial, especially if your customer has a great story. But unfortunately, people have short attention spans. In fact, a found that the longer a video testimonial is, the lower its engagement: 45% of viewers stayed engaged with a video testimonial under one minute, but that number dropped to just 23% when the video exceeded five minutes.

Longer testimonials, whether written or video, will lead to disengaged readers and viewers. No matter how compelling the story is, I suggest keeping your written testimonials to two or three paragraphs at most. For video, aim for less than three minutes.

Within those parameters, make sure you cover the challenge, solution, and results as well as those real numbers and metrics.

6. Attribute the testimonial.

Anonymous testimonials just aren’t as powerful as attributed ones. Whenever possible, get permission to attribute a quote with the customer or company name. If it’s not possible to attribute a quote, use as much detail as you can, such as the person's first name, location, and type of company.

To personalize a testimonial, I suggest adding before and after images, a speaker photo or company logo, or any other images that help readers connect emotionally.

Pro tip: Don’t forget to have the customer work with their marketing team on this. Chances are they’re going to want to have a say in finalizing any company assets that get included.

10 Different Types of Testimonials

Testimonials can be leveraged in a variety of different ways and can be created in multiple formats. In this section, I’ll cover ten testimonials and briefly discuss how to leverage them in your sales and marketing strategies.

1. Quote Testimonials

Quote testimonials display positive statements about your company in a customer or brand evangelist’s own words. This review style can be significantly more effective than traditional advertising methods, as most consumers will trust a peer over a paid actor. Including an image of the person or their company’s logo can make it even more effective.

If your company is trying to attract customers of a different demographic, try finding testimonials with the same profile as your new audience to help the potential customers feel connected.

2. Video Testimonials

Video is rapidly becoming one of the fastest-growing content mediums, with 46% of companies using video to create video testimonials, ’s 2023 study.

This is no surprise when you consider that as a society, we consume most of our content via video platforms now, with the likes of TikTok, YouTube, Instagram Reels, etc.

I think we can all agree that seeing (and hearing) another person share their story is more compelling than reading written words. Seeing someone’s facial expressions and hearing their inflections makes the story we’re seeing feel human and more personable.

Check out this two-minute video testimonial that 51吃瓜 created with a happy customer, ClassPass.

3. Audio Testimonials

Audio is similar to video in how it can influence and motivate your audience, and it has a long list of potential uses. Audio testimonials are great to use in podcasts, radio ads, or LinkedIn content.

Another great benefit of audio is that it‘s cost-effective. Audito content doesn’t require an entire production crew or fancy equipment. You just need a microphone, recording software, and a quiet room to record in. Audio empowers you to easily tell an inspiring customer story by threading different customer quotes together in one track.

4. Case Study Testimonials

A case study is an in-depth analysis of a customer’s experience with your company. These pieces — compelling for B2B companies — use a more scientific approach to prove how your business played a role in the customer’s success.

For example, case studies often use facts and observations to demonstrate how certain products or services benefit actual customers of your business. You can also use data visualization and storytelling to illustrate your benefits.

You can easily create a case study from customer interviews. I also suggest using the transcript from an audio/video testimonial and leveraging an AI tool to create a written case study as an additional resource.

5. Social Media Testimonials

We’ve all been there — when you have an emotional brand experience, you want to tell someone about it (whether it’s good or bad). Social media testimonials are often created as a result of this.

If you see customers talking about your brand on social media, engage with them. Like and comment on their post for added exposure. Be sure to ask permission before sharing those experiences on your website or other content.

6. Customer Interviews Testimonials

Customer interviews are an excellent way to get in-depth content and details from customers about specific aspects of your business and how they played a role in their success.

This format lets you show off your different products and features and lets potential leads see their real-world application.

Pro tip: I suggest repurposing a customer interview over multiple mediums: written, video, photos, and audio.

7. Authority Testimonials

Authority testimonials, sometimes called “influencer testimonials,” are pieces of content that a celebrity or spokesperson creates supporting your company.

This person may be a significant influencer for your target audience or a high-profile customer who has a large network of peers in your desired industry. Leveraging someone with a large network and wide reach can help build your business’s credibility.

While clout is great, the most effective spokesperson is going to be one who can deeply connect with your target audience. While influencer testimonials can be expensive and sometimes challenging to coordinate, these campaigns can pay dividends for your company over time.

8. Peer Review Testimonials

Peer review testimonials are feedback that customers post on review sites like , , or . These reviews heavily influence customers, as many consumers rely on reviews in order to make a decision, especially if they’re a first-time buyer.

Just how important are peer reviews? Let me break it down for you based on this :

• 98% of consumers check reviews before making a purchase.
• Consumers read around 10 reviews before forming an opinion about the company.
• Consumers trust companies more that have a higher volume of reviews.
• Customers are watching how you interact with reviews with 88% of consumers more likely to purchase from brands who reply to reviews.

Whew! The power of peer reviews is hard to deny, so don’t overlook this important testimonial opportunity.

These reviews are great because you can easily capture and reformat them to share on your website, allowing you to quickly develop social proof.

9. Blog Post Testimonials

Blog posts are another great way to display customer testimonials. This format allows you to go more in-depth into the customer’s story and highlight specific details within the customer’s journey.

These posts are easy to share, both on your own blog as well as other blogs or media sites in your industry.

10. Press Review Testimonials

For growing companies, getting your business featured in the news (for the right reasons) is a big accomplishment.

Just like the restaurant decorates its walls with press accolades, consider how to highlight positive media reviews. Capture quotes, buy reprint rights, and share your brand's media coverage on social media.

Testimonial Design Best Practices

While the format options for customer testimonials can vary, there are some standard guidelines you’ll want to follow no matter which format you decide to use.

The following elements help your customer testimonials feel more genuine and authentic, making it more likely to land with your target audience.

1. Get inspired.

Testimonial pages should feel unique yet familiar. Often, the best way to start something new is to learn from others who are doing it well! Testimonial pages are no different.

That’s why I’ve compiled a guide filled with the 25 best testimonial pages from companies we’ve seen online. to get inspiration for your testimonial page.

2. Make it visually engaging.

The best testimonials paint a picture with words so readers can understand your purchasing value. Use descriptive language that's enthusiastic and detailed in your testimonials to help persuade your prospects to make a purchase.

Incorporating visual elements like images and videos (or a one-click audio transcript) takes your testimonial page to the next level.

Consider your audience here — what do your buyers want or need to see in order to be convinced? How does your ideal customer best consume content?

Keeping your customer at the front of your mind will help you create a more visually engaging testimonial.

3. Keep it aligned.

Highlight testimonials that align with specific features of your product or service. Then, connect the dots for readers by linking to different product or tool pages. This allows readers to learn more about what they've just read.

All the better if there are relevant images or demo videos you can share alongside these specifically aligned testimonials.

4. Use a website page builder.

A testimonial page should be well-designed and visually appealing to maximize its intended impact. Use Hubspot’s to access free themes and templates that can quickly make a stand-out testimonial page.

I’ve talked about how to make a great testimonial, but you may be wondering what these actually look like in action. Well, I’ve listed 10 testimonial examples below to help you find inspiration for your own testimonial page.

9 Testimonial Examples

1.

Testimonial Type: Authority

Outdoor equipment can be quite a financial investment, thus outdoor enthusiasts need to know that a product is durable, safe, and worth the money before they commit to purchasing it. Stio’s approach adopts brand ambassadors who wear its products and advocate on the company's behalf. (Genius if you ask me!)

In its testimonial pages, Stio's brand ambassadors answer interview questions about their interests and excursions for inspiration. The ambassadors mention Stio products and include a product carousel for their favorite gear at the bottom of each testimonial page.

What I like about it: The testimonial uses photos of happy, smiling outdoor enthusiasts to draw you in and then keeps you engaged by introducing the reader to someone they can empathize with.

2.

Testimonial Type: Social Media, Authority

Testimonials don’t have to be complicated. In fact, this testimonial by Instagram influencer is excellent because it's simple and easy to share via social media or the . This enables the brand to engage with their potential customers via the channels they’re most comfortable with.

It's also incredibly effective and reaches the right audience (foodies!). This testimonial shows you how to use the meal kit and includes a discount code. Check out this comment from one of Cody Tries Stuff’s followers: “This is without a doubt the greatest blue apron ad that’s ever been created. The only time I’ve considered giving it a try.”

Pro tip: For social media reviews, consider inviting an expert to showcase your products. Get creative and include more informal elements like cute animals, or recording outside somewhere. The beauty of social media is that you can be more personable and authentic.

3.

Testimonial Type: Press Review

What’s the old saying, “Any press is good press?” Well, while that may not be exactly true anymore, press testimonials are a solid way to get the word out about your product or service.

In this example, a Los Angeles-based restaurant was given an excellent review by a critic from the LA Times. If you’re fortunate enough to have a neutral third party review your product publicly, make sure you’re promoting that content to its fullest for potential customers to see!

For example, if you own a restaurant, you can potentially send pitches to editors, and if you sell a tech product, consider pitching your solution to tech publications. These reviews generate buzz and offer a uniquely unbiased yet editorialized view of your offering.

Getting a testimonial from a trusted, neutral source drums up excitement and entices readers to check out your offering.

4.

Testimonial Type: Social Media

Fabletics knows their audience, including what social platforms they’re spending time on. They use this to their advantage by encouraging customers to post themselves on their Instagram pages wearing Fabletics products and tagging “#MyFabletics.”

This is a great way to collect testimonials (pending consent from the poster, of course) and helps drive engagement for the brand’s social account. This sort of customer advocacy creates free advertising for the brand.

This is one of the most cost-effective methods for collecting unbiased customer testimonials. You can create a hashtag and easily start promoting it on Instagram or TikTok without paying a dime.

What I love: As a consumer, I personally have gone to brands’ social media accounts to look for this sort of campaign, as I want to see what reviewers have to say. Even if users don‘t write a lengthy caption singing praises to your product, seeing a picture of the product in use often tells me what I need to know.

5.

Testimonial Type: Peer Review

As you can see in the image above, has done a great job of collecting reviews (and netted a positive overall rating). And since Trustpilot is a highly regarded review site, having high ratings here gives Harry’s major credibility.

You’ll rarely find a negative review, though it's worth noting that a few negative reviews can lend credibility by making the reviews seem authentic. A TrustPilot account also enables you to analyze the reviews, pinpoint trends, and identify areas of improvement.

Pro tip: If your company leverages third-party review sites like this, try using an AI tool to analyze the reviews. This can help you pluck out great quotes or customer success stories to use in promotional materials. (You should also use the analysis to look for areas of opportunity, too!)

6.

Testimonial Type: Quote

While Ahrefs doesn't have a lot of quote testimonials on its homepage, the quotes used are catchy, specific, direct, and inspiring. In addition, I love that they personalize the customer quotes with photos.

The simple carousel format is nice and I like how you can click through different industries for quotes (a great way to cater to your audience demographic).

Pro tip: If you’re a small or scrappy business without a formal marketing design department, don’t be afraid to use or other low-cost tools to create quote images like the ones you see here.

7.

Testimonial Type: Video

FASTSIGNS’ testimonial video focuses on several customers who love to use their product. It's a great example of using simple storytelling and it clearly articulates the impact and end result of the products. This three-minute video has more than two million views (impressive!).

Why I love it: Seeing people talk about their experience just hits differently. I’m a big fan of multimedia approaches to testimonials and I think they did a great job of humanizing the customer experience with this video.

8.

Testimonial Type: Case Study, Testimonial Quote

OptinMonster does a great job of leveraging social proof at scale by showcasing a large testimonial page with a pull quote and photo for each. When you click on one, it opens a complete case study with quantitative results illustrated at the top, followed by a narrative about the customer journey.

I really like this approach, as it allows customers to see testimonials at a glance or dive deep into case studies if they want more details about the customer’s experience with OptinMonster.

9.

Testimonial Type: Case Study

Zendesk’s website hosts a dedicated customer stories page with over 380 stories of companies that use their software tool. Their testimonial page is great in that it allows visitors to filter testimonials by things like industry, business challenge, company size, or product feature.

What’s great about Zendesk’s case studies is first and foremost, they include quotes right at the top of the case study page, offering social proof to readers. Second, the case study also does a great job of listing the specific value realization that Grove experienced from using Zendesk right in the title (boosting operational efficiency). Third, the case study features tangible success metrics that were a result of using Zendesk’s offering.

Now that you’ve seen some excellent testimonial examples, let’s look at how to leverage and share your testimonials.

Where and How to Share Testimonials

After you’ve collected several valuable testimonials and designed them the way you like, it’s time to consider how you'll distribute them. I advise repurposing and adding them everywhere your potential customers might be. Feel free to get creative and go beyond just using the testimonial page, like with these placement ideas.

1. Share them on your website.

This is a simple use case for most businesses. Similarly, consider sprinkling social proof into your landing and services pages by adding a relevant quote or link to a case study on each one.

Creating a dedicated testimonial page to house all your testimonials and case studies is also important, providing potential customers with a central hub to visit when evaluating your product or service.

2. Include them in your lead generation strategy (like chatbots).

Something I’ve seen work really well is the use of case studies in chatbot flows. If you’re using a chatbot on your website to drive lead generation, consider creating a flow that asks customers something like “Want to see how other customers did [XYZ] with our product?” When they click “Yes,” drop a relevant case study.

By bringing testimonials into the chat experience, you’re bringing that great social proof front and center for customers when they land on your websites (versus making them go look for it on their own).

3. Use them in ad creatives.

Customer testimonials are powerful assets that can be repurposed into engaging ad creatives. Doty shared how the team at Dock uses customer interviews to create video clips for paid ads.

He explained, “As marketing collateral, we turn customer interviews into video clips and run paid ads to them on LinkedIn.”

4. Leverage them for organic content.

Testimonials can also be integrated across various types of content. For example, Inabo emphasized the importance of case studies in her content creation process at Float.

“For blog posts specifically, once we have testimonials, we use them in several ways: generating content ideas, writing ‘how-to’ sections in articles, and finding opportunities to incorporate them into upcoming content we want to optimize.”

5. Turn them into sales collateral.

Doty shared how Dock embeds customer testimonials and video clips into their sales strategy, saying, “For sales, we embed customer testimonials and video clips in our digital sales rooms.”

Similarly, Marmon explained how Sunbowl uses testimonials as social proof in its sales process when she told me, “They are primarily used in our sales strategy to show clients the work we've accomplished and how they can achieve similar results on their Shopify site."

You can include testimonials as part of your outreach campaigns, as follow-up to an inbound lead, or as a hook to try and land a meeting with a buyer.

6. Use them to train internal AI tools.

This is an exciting and often underutilized use case that Inabo shared with us. She explained, “After we wrote the customer stories, my manager took them and plugged them into ChatGPT to train a model. This gave us a custom GPT that draws from the case studies to answer questions.”

Additionally, going back to that lead generating chatbot example, if you train your AI chatbot on testimonials it can then respond to open-ended questions from customers with relevant information it pulls from those testimonials.

7. Distribute on external review sites.

Publishing testimonials on third-party review sites can be a great way to expand their reach.

Doty shared, “We also ask if the customer is willing to leave a review on G2. Having that review publicly available on G2 gives more legitimacy to the testimonial when we feature it on our website.”

Pro tip: I’ve found that customers are more likely to do this if incentivized. I’ve been part of internal SPIFFs where CSMs were incentivized to drive their happy customers to leave reviews on G2 and our company offered to send the customer a gift card or donate to a charity of their choice.

25 Testimonial Page Examples

Get inspired by these 25 testimonial page examples from companies like:

• Hotjar
• Asana
• PandaDoc
• And more!

Get Your Free Ebook

Download Free

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Testimonial Page Examples: What elements make a good testimonial page?

While many companies spread testimonials throughout their site, creating a dedicated testimonial page is also a good idea.

Testimonial pages are often one of the most visited pages by potential customers. Here are some critical components to include in your company's testimonial page.

Choose headlines carefully.

Even though testimonials provide a wealth of value, many customers won't take the time to read each one that you include on your testimonial page.

The best way to ensure potential customers easily find the testimonials most relevant to them is by using a descriptive headline. Instead of summarizing the entire testimonial into a headline, try only including the most essential part and aim to keep your headlines to around five to seven words.

I really like how titles their case studies, as they include the value proposition within the headline.

Paint a complete customer profile picture.

As stated earlier, people are more likely to buy a product if a peer has had a good experience with the company or service. One way to connect a potential customer with a current client is through a customer profile.

In your testimonials, include all the information you can about the customer — age, gender, occupation, company, etc.

The more data you can share about the person, the more likely someone visiting the page will personally connect with the testimonial.

Consider featuring a single testimonial.

There are many ways to organize your testimonial page, but one of the most impactful is to consider featuring a single testimonial above all the others.

For example, if one of your company‘s key differentiators is your team’s customer service, you‘ll want to pick the best testimonial you have around a customer’s experience.

Having the glowing review be the first thing potential clients see can help drive home that your company prides itself on delivering exceptional service.

Now, let's see how other companies utilize their pages to drive leads.

How 10 Companies Leverage Testimonials

1.

On our own testimonials page, 51吃瓜 features enthusiastic customer reviews detailing the benefits, quantitative results, and implementation journey to 51吃瓜. The teaser for each case study shows the company’s industry, use case, and hubs used, letting readers pick a case study that’s closest to their experience.

What I love: I really love the inclusion of the use case here! It helps potential customers easily visualize how your product could solve their same challenge.

2.

FocusLab took a unique and very cool-looking design approach to its testimonial page — which is fitting, seeing as it‘s a design agency. Their testimonials page includes a few quotes paired with a block logo, like you see in the image above, as well as more short-form testimonial quotes paired with pictures and names of the customers who submitted them.

What I love: Adding the testimonial submitter's photo makes the experience feel more authentic, and I think this is a nice touch. I also like how you can expand testimonials if you want to go deeper, or just skim through the shorter submissions if that’s what you prefer.

3.

99designs takes an unconventional approach to its testimonial page. Using a star-rating system not usually seen in the B2B sector, the page is headlined with an eye-catching video with customer reviews below it.

What I love: The page allows users to sort through customer reviews by category or industry so they can read the ones most relevant to them.

4.

Slack’s customer testimonials are under a section they’ve called “Customer Stories,” highlighting an individual company per post.

Slack uses individual testimonials to highlight key product features and how the customer used them — a genius way to give a product tour while letting happy customers sing your praises.

What I love: Each review features a quote that summarizes how Slack helped the customer's business. Each testimonial page also has a button to connect directly with sales if you’re feeling especially inspired after reading the testimonial.

5.

Dribbble's “wall of love” is simply designed with highlighted quotes, names, and photos. What I love about this page is how honest and straightforward the user reviews are. Dribbble really leaned into highlighting vulnerability and authenticity in these reviews, which I really admire and think lends a level of trustworthiness to their product.

Pro tip: Avoid over-editing your customers’ testimonials to ensure they sound authentic. You want the potential customer to feel like they’re hearing the words in that customer’s own voice.

6.

AuditBoard’s testimonials are housed on a customer success page, where you’re greeted immediately with the tagline “Customers drive success with AuditBoard.” AuditBoard does a great job of using eye-catching visuals for each testimonial while also including a short and sweet tagline highlighting the success factor that each customer saw by using their offering.

Testimonials include short videos, easy-to-read highlights, and formatting that easily draws the reader's eye to key points in the story.

What I love: Visitors can easily see “editors' picks” for featured case studies or search for testimonials by industry, company size, or topic.

7.

Kissmetric’s testimonial page features a highlighted quote from a customer alongside the customer’s photo, name, and title. Additionally, the rest of the page includes quotes from other customers who describe how the software helped them achieve their goals.

Notice how they highlight specific outcomes they experience from using the software directly and they spotlight how it impacted their business.

What I love: This is a great example of a testimonial page that showcases tangible metrics and outcomes, said in the customer’s own words.

8.

Xero's customer stories page is beautifully designed and very user-friendly. It features vivid imagery and uses emotional language to describe their customers to make you feel connected to their stories.

Pro tip: Don’t shy away from using storytelling elements to bring your customers' experiences to life. People relate to people more than they do facts and numbers!

9.

Patagonia is a brand that’s vocal about their commitment to sustainability, and part of their promise to customers includes a guarantee to repair their items and stand by their quality. They also have a where customers can get credit for sending in worn or damaged items and Patagonia will repair them and “find them a new home.”

Their website features a section called , where outdoor enthusiasts contribute blog posts on topics like mending your own clothes, finding the joy in reusing and recycling, and other topics related to the outdoors and their brand mission.

They also include customer profiles (like three-year-old who “rips” on the slopes) that are predominantly focused on the customer, but include a nod to the worn wear program or Patagonia’s commitment to their products.

What I love: These blog articles and customer profiles feel so authentic and really focus on the human and the emotion behind the story, enabling customers to see themselves in other outdoor enthusiasts.

10.

UT-Austin’s Extended Campus program recognizes that someone going back to school or making a career pivot likely wants to hear directly from someone else who has successfully taken that same journey. Their testimonial page heavily emphasizes stories, highlighting individuals who have returned to school at UT-Austin to further their careers.

What I love: This is an excellent example of how storytelling really makes all the difference, especially when the product or service you’re purchasing is very personal!

Writing Testimonials That Connect with Your Audience

Working on this piece has made me realize how much thought and effort goes into not only obtaining a testimonial, but also into turning that testimonial into a story and leveraging it for your brand.

Creating a great testimonial strategy for your business requires finding the right process to gather testimonials, turning the feedback into a compelling story, and making sure that story gets in front of your potential customers.

Editor's note: This post was originally published in April 2018 and has been updated for comprehensiveness.

25 Testimonial Page Examples

Get inspired by these 25 testimonial page examples from companies like:

• Hotjar
• Asana
• PandaDoc
• And more!

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