Effective strategies for requesting testimonials: Boost client feedback

Content:

Leveraging social proof to boost your business

Implementing social proof

Effective strategies for requesting client testimonials

Numbers and facts

Expert opinions on asking for testimonials

Leveraging social proof to boost your business

Humans are inherently social beings, and our decisions are often influenced by the behavior of those around us. Whether we’re choosing our wardrobe, adjusting our opinions based on social media posts, or making purchasing decisions—from sandwiches to cars—we tend to look at what others are doing first.

As a business owner, you can harness this natural tendency to your advantage. The fact that people often make decisions based on others’ actions gives you the power to influence how your customers and potential customers perceive your business.

By satisfying a vocal group of customers, you can turn them into advocates who attract others to your business. This phenomenon is known as “social proof.”

Understanding social proof

Consider a typical potential customer, whom we’ll call Ellen. Ellen sees long lines forming outside stores for the latest iPhone.

When she spots this news, she begins to question if she should get a new iPhone as well. Similarly, Ellen’s friend launches a business selling skincare products. Her friend frequently posts on Facebook with before-and-after photos, showcasing the benefits of these products. Influenced by these posts, Ellen decides not only to purchase the skincare products but also to become a seller herself.

Ellen’s behavior might seem like she’s simply following the crowd, but in reality, almost everyone—including you—is influenced by such social proof. We naturally interpret others’ actions as endorsements, which leads us to believe that we should follow suit.

This is a natural way for existing customers to help attract new ones to your business.

Implementing social proof

The simplest way to utilize social proof is through testimonials. Testimonials are endorsements or statements from satisfied customers that support your business.

You’ve likely seen them in various advertisements, such as law firm commercials featuring real clients praising their services. You don’t need to invest in an expensive marketing campaign to use testimonials effectively.

Simply feature genuine customer quotes on your website and social media platforms.

For instance, if you own a hair salon and a prospective client is comparing salons, they might visit two different websites. One salon’s website makes general promises about stylist attentiveness and customer satisfaction.

The other site features a testimonial from a customer saying, “I was unsure about my color at first, but the stylist adjusted it for free. She ensured I was happy before I left. Her talent and kindness were exceptional!”

The second website is likely to be more appealing due to the credibility of the testimonial. However, the potential client might question whether this quote is genuine or fabricated by the salon owner.

This represents basic social proof, which can leave some doubt in the reader’s mind and may not immediately persuade them to choose your business.

Advanced social proof techniques

Savvy customers often seek verification of testimonials’ authenticity, especially if they are unfamiliar with your business. They trust platforms like Yelp, Google, and Facebook because they are familiar with these sites and generally trust the reviews posted there.

A recent survey revealed that 84 percent of people trust online reviews as much as personal recommendations. By pulling quotes from actual reviews on these trusted platforms, you can enhance credibility.

Leverage the reviews you receive on such sites by using them as testimonials and linking to the original reviews. This strategy adds a powerful layer of social proof, leveraging the established trust of review sites.

Automating the process

If you lack the time to manually request reviews from each customer, monitor review sites, and update your website, there’s a solution. Automated systems can handle this for you by sending a single-question survey to your customers and directing satisfied ones to your preferred review site.

You simply need to input your customers’ contact details.

Effective strategies for requesting client testimonials

Timing your request 

Get the timing right: Analyze your customer base and their journey with your product or service to determine the optimal time to ask for a testimonial. Ideally, request testimonials after the customer has experienced success with your product or service.

For example, if you work in a marketing agency, the ideal time might be after helping a client exceed their goals in a month. If you’re at a SaaS company, consider reaching out 30 days after they start using your product.

Personal vs. automated requests

Asking for testimonials personally: Allocate time to reach out to clients directly once your work is complete. This personal interaction can enhance your relationship and increase the likelihood of receiving strong referrals or repeat business.

Methods include:

Email: Send a request as you wrap up the project.

Phone call: Have a quick wrap-up call to make the request.

Videoconference: Record their thoughts during a closing meeting.

Form or survey: Provide a form they can fill out about their experience.

Automating your testimonial process: Incorporate a feedback form or survey in your email automation. For example, if you offer a social media training course, follow up 30 days later to gauge results.

This method saves time and ensures consistent follow-up.

Follow-up and incentives

Don’t be afraid to follow up: If a client agrees to provide a testimonial but hasn’t yet done so, a polite follow-up is appropriate. Make the process as easy as possible, and consider offering incentives like gift cards or discounts on future projects.

When to avoid asking for feedback

When not to ask for feedback: Refrain from requesting testimonials if:

The client hasn’t used the product long enough to see results.

The project did not end positively.

The project was terminated early.

Creating an effective request 

Determine automation vs. manual requests: Choose between automated emails or personal requests based on your interaction with the client. Automated emails are suitable for products with a delayed result, while personal requests may be better for close client relationships.

Provide reasons to say yes: Incentives like gift cards or compelling request emails can improve response rates.

Offering multiple submission options 

Provide options: Make it easy for clients to submit their testimonials by offering various formats:

Video: A short video in their office.

Written: 2-3 paragraphs or a brief summary.

Social media: Share their testimonial on your company’s profiles.

Live interview: Participate in a live interview or podcast.

Effective testimonial questions

Pose simple questions: Open-ended questions yield more impactful testimonials. Focus on:

The client’s pain points.

Why they chose your service.

Their overall experience.

Preparing your testimonial page

Prepare a testimonial page: Create a dedicated page on your website to display testimonials. You can choose a long page or a gallery/grid format.

Highlight different aspects of your product with each testimonial to showcase its versatility.

Referrals and backlinks

Ask for referrals: After a successful project, ask if clients can refer you to others. If not, request a testimonial to help others learn about your work.

Additionally, offer to link back to their website in the testimonial, which can benefit their SEO.

Keeping testimonials short and sweet

Offer brevity: Allow clients to provide short testimonials if time is a constraint. You can also suggest creative formats like brief social media posts or emoji-based feedback.

Customizing your requests

Customize your email request: Tailor your request to each customer relationship to reflect your rapport and make the email more effective.

Numbers and facts

Consumer influence: 91% of consumers read online reviews and testimonials to make purchasing decisions.

84% of people trust online reviews as much as personal recommendations.

Business impact: Businesses with positive testimonials experience an average 18% increase in sales.

63% of customers are more likely to purchase from a business that has reviews compared to one that does not.

Best practices for requesting testimonials

Timing: 30-60 days after the purchase or completion of a service is ideal for requesting testimonials, allowing clients sufficient time to assess the results.

Methods: personal requests: Email and direct interactions yield 40% higher response rates compared to automated requests.

Automated requests: Implementing a feedback survey in post-purchase automation results in a 25% response rate.

Incentives: Offering incentives such as gift cards or discounts can increase response rates by up to 50%.

Follow-up: 70% of clients who are reminded a second time about leaving a testimonial will complete it.

Common pitfalls

Premature requests: Requesting testimonials before the client has fully experienced the product can result in 60% fewer responses.

Negative experiences: Asking for testimonials from clients who had a negative experience can lead to adverse reviews that harm your business reputation.

Trends and insights

Video testimonials: 43% of consumers are more likely to purchase after watching a video testimonial.

Social media: Testimonials shared on social media platforms receive 30% more engagement compared to those on websites.

Customization: Personalized testimonial requests have shown to increase the likelihood of receiving a testimonial by 35%.

Requesting testimonials effectively involves understanding the optimal timing, choosing the right method, and offering appropriate incentives. Personal requests generally outperform automated ones, and following up can significantly improve response rates.

Incorporating video testimonials and leveraging social media can further enhance the impact of your testimonials.

Expert opinions on asking for testimonials

Jonathan Lee, senior account manager at Elite Client Services “One of the key elements in requesting testimonials is the timing of your request. Don’t wait too long after the project completion or purchase, as the client’s enthusiasm and satisfaction may wane. Ideally, ask for testimonials when the client’s positive emotions are at their peak—often immediately after you’ve delivered a successful result or after a significant milestone.”

Ava Martinez, director of customer success at Service Excellence Inc. “Personalizing your testimonial request can greatly enhance the likelihood of receiving a detailed and meaningful response. Customize your request to reflect your relationship with the client and their specific experience. Highlight particular aspects of the project or service that you know they appreciated. This approach not only increases the chances of a positive response but also helps you gather testimonials that are rich in specific details.”

William Scott, chief marketing officer at Apex Strategies “Video testimonials are incredibly powerful due to their authenticity and personal touch. Although they require a bit more effort from both parties, the impact of a short video testimonial is far superior to written ones. I suggest offering an easy way for clients to record their video, such as providing them with a simple guide or using a user-friendly video platform.”