January 14, 2022
Client testimonials act as powerful social proof, convert prospective clients into buyers, and help ‘on the fence’ customers gain confidence about your product or service while increasing your brand’s credibility.
But not all client testimonials are the same. There are several types of testimonials you can choose from, specifically:
And for each type, there are different ways you can position them on your site — you can put them on a checkout page, a popup bar, in emails, or have an exclusive page dedicated to testimonials.
So, we created this article to be an example guide to help you find a customer testimonial format that works best for you.
Below, we briefly discuss each of these 11 examples, including various ways of how different companies use them.
We’ll start with video testimonials.
Client video testimonials are engaging, authentic, and your potential customers get to see and hear real people talking about your brand. But many marketers shy away from video testimonials because they think it’s a daunting task:
We know all of this because we faced the exact same logistical hurdles with making our own high-quality client video testimonials, which we cover in detail in our founding story.
To solve this problem, we created Vocal Video, which is designed so that anyone can create a professional-looking client testimonial video without taking weeks of time and without paying for an expensive video testimonial service.
With Vocal Video, testimonials can be created asynchronously. The customer can record their testimonial on their own time, on their phone or computer, right from their browser — without having to download any apps or new software. You can then edit the video easily within Vocal Video without any editing skills or complex editing software.
Here’s an example of a finished video testimonial created using Vocal Video:
#1. Invite customers to record a video testimonial via email with a simple link.
Vocal Video’s video collector takes less than 15 minutes to set up and involves three to five questions that you want customers to answer.
You can also add color and branding options, a welcome note, and an optional incentive to the customers to record a video testimonial.
In the end, you get an automatically generated link to the collector that you can send to your customers. From there, they simply click on your link to start recording.
Take a look at our 45 different templates that help simplify the process.
Click here to read in detail about how you can collect video testimonials using Vocal Video.
#2. Customers use their own device to record a testimonial.
Customers don’t need to download any software or apps to start recording — they just click on the link you send and start the recording by answering your questions. When they are happy with their responses, they finalize the video, and you receive the testimonials.
#3. Receive a ready-to-publish, high-quality video testimonial that requires no editing.
Vocal Video pre-edits customer testimonials that you can then publish right away, but if you want to edit them further, you can easily use Vocal Video’s built-in suite of video editing tools, even if you have never edited a video before.
Check out more about Vocal Video’s optional editing tools here.
#4. Embed or host the testimonial on your website or social media platforms.
Embed codes and share links are generated automatically by Vocal Video and can be used on your product landing pages or dedicated testimonial pages to enhance conversion rates.
Here’s more information about embedding Vocal Videos.
#1. Fellow App
Fellow, a meeting, productivity, and management app sent out a Vocal Video link to Mychelle, one of their customers.
In this video, the client uses personal examples of her team and narrates three specific pain-points associated with meetings and task management. Here’s one of the pain-points that she talks about:
“It helps with the problem of tracking the action items that come out of meetings, which is not only painful, but it's really fraught with things falling through the cracks because somebody runs off with a list of items and they forget to actually action them or hand them out to people or put them in the Asana tasks.”
Giving details about a specific issue makes this testimonial very relatable and builds confidence in people looking to engage with Fellow. In comparison, it’s not easy to express this level of detail in a written testimonial.
The video also includes good questions, such as “What Fellow feature(s) do you love the most?” which helps the interviewee get into the details of their enthusiasm and appreciation for the product.
Also, notice that the video review looks professional, nicely edited, has the company branding, non-interrupting background music, and subtitles even though no professional video service was used to record it. The usual logistics of lighting, set, backdrop, and camera are completely done away with, and yet you have a great-looking testimonial video.
#2. Famtastic Fertility
This is a client review of an online fertility and hormonal charting course. The customer here does a great job of showcasing her enthusiasm and love for the course where she says:
“Having the mind-body connection that I didn’t have before is so exciting. It’s also pretty interesting. It’s really changed the way I view my body.”
Her focus on how the product has changed the perspective towards her body helps prospective customers understand that they can expect similar experiences. The interviewee here is authentic, and her thoughtful answers make you want to watch the video till the end. Also, even though the video is recorded from her own home, it looks professional.
Vocal Video offers 45 video collector templates for different situations and use cases, and each of them comes with sample questions.
For example, if you choose to create a customer testimonial video, here are three sample questions you can ask:
A post-purchase product review from an e-commerce company can contain these questions:
Though these questions are simple, they help customers reflect and put into words the impact your organization has created for them.
If you’re interested in trying out video testimonials, try Vocal Video for free for 14 days.
Quote testimonials are the simplest way to display customer testimonials. Customers share their experience about using your product or service in a short written quote. They can exist with or without images and can be presented in several different ways.
Here are four examples:
Basecamp, a popular project management software, dedicates a whole page to customer testimonials. Testimonials are done simply — they have no photos, just the name, designation, and a review.
What stands out here is: The testimonials are small, a maximum of five sentences and the benefits that customers have gained by using Basecamp are highlighted in yellow, which makes it easy to scan and read.
They also use customer testimonials on their landing page with specific features relating to project management like “extremely user friendly” and “perfect solution to remote teams”, along with 5-star ratings, as seen below.
#2. CanvaEven Canva doesn’t use photos of their users, but they make testimonials look more credible by adding a 5-star rating. Notice that most testimonials are just 1-2 sentences.
Kissmetrics keeps their testimonials on their homepage. Their testimonials include photos of their customers, complete with their designation and branding of the organization they work for. This is one of the most common ways to present quote testimonials.
OptinMonster has a slight variation by bolding specific text statistics like “doubled our email signups”, “added 5000 new subscribers”, and “well worth the money”.
Here’s a template you can use:
“[Your product/organization's name] helped our organization [add 2-3 benefits].
Looking at the numbers [add statistics related to your benefits], [your product name] has [end result achieved]”
Social media testimonials include reviews from customers on Twitter, Facebook, Instagram, and other media channels. Since reviews appear on clients’ personal social profiles, they can feel more relatable and authentic.
Here are two examples:
#1. Sprout Social
Sprout Social has a list of tweets from customers who love using their service. Because they are direct embeds from Twitter, they feel extremely credible.
#2. Vocal Video
We embed videos, tweets, and LinkedIn testimonials on a dedicated customer testimonial page, as shown in the image below.
Case studies help prospective customers understand how a product has made a difference in existing customers' lives.
When you look at the examples we’ve linked to below, each of these case studies are like long-form articles and highlight significant changes that a customer noticed after using the product.
Case studies not only build reputation and trust but help in outlining your organization’s unique strategies or processes that get results for your customers. These work in a way that a simple quote testimonial or tweet may not be able to.
Here are three examples:
Slack customer stories are full-page case studies on how organizations use Slack to manage their teams and stay more connected, work faster, and with more efficiency.
Once you click into a particular case study, the featured brand has a quote and video testimonial, in addition to a detailed case study.
The page is filled with photos of people from the featured organization, and breaks down their experience of using Slack in highlights, as shown below.
Hootsuite's customer stories page is designed simply with a powerful headline that reads, “We have 18 million users, each with a powerful story.”
Every client’s case study has a relevant photograph and a captivating, clear, and data-backed headline that invites visitors to read the full case study.
Every Airbnb case study features personal photographs and videos of the person who is sharing their experience. This immediately appeals to the emotions of the visitors, and their intriguing titles make this page irresistible to go through.
A template you can use:
While a case study testimonial can’t be templatized, you can use the following structure to create one:
Click here for an additional list of 16 thoughtful questions that you can use to create powerful case studies.
Interview-based testimonials are simply putting up interviews of your customers in written or video format.
Codecademy takes the interview-based approach to talk about how it inspired people from all backgrounds to start learning to code. It asks relevant questions like, “What inspired you to learn to code?” and “How has coding impacted your life?”
These questions help prospective customers get a glimpse into how Codecademy has been valuable in users’ lives.
altMBA, an alternative MBA program run by Seth Godin, offers interview-based reviews from their alumni. They address simple questions that many prospective joinees may have in their minds, thus quenching their hesitations, objections, and skepticism.
#3. Vocal Video
At Vocal Video, we use interviews as client testimonials, in video format.
Our clients record their testimonial videos by answering 3-5 questions. Our software then transcribes it into text, and we use a mix of video and interviews on this customer stories page.
Here are a few questions you can ask your interviewee (from our library of templates that you can also refer to for your interviews):
Additional reading: We’ve written an in-depth post titled “You Don’t Need 15 Employee Testimonial Questions. Here Are the Only 3 You’ll Ever Need”. This post explains how to ask the right questions to get powerful testimonials. Though it’s meant for video testimonials, you can use this guide to create any kind of customer testimonials you want.
Before-After customer stories are persuasive ways to get readers to understand the challenges existing customers faced before using the product and how their lives were impacted or improved after using the product.
#1. charity: water Before-After Stories
charity: water uses stunning imagery to talk about their before-after testimonials on the bottom of their homepage. Testimonials are short and crisp. They talk about before clean water and after clean water advantages in just a few sentences.
#2. Basecamp Before-After Testimonials
Basecamp doesn’t use imagery but uses creativity to display before-after testimonials — what they call “Night & day”.
For example, in the image below, the “before” reviews have a very dark blue background (night), while “after switching to Basecamp” reviews have a white background (day), intelligently displaying the difference.
“Before [your organization name], I was facing [a specific challenge]. After [your organization name], I have experienced [2-3 benefits].”
In blog post testimonials, readers post a detailed review of using your product on their own blog.
Bloggers have a following in a specific domain area and a review about your product can resonate with their followers of that domain. These testimonials are informative and can help customers who are on the fence about making a decision.
One example here is a GetResponse Blog Review that is posted on Style Factory:
Another idea is to ask your customers for a review on their blog with an incentive like CoSchedule (write a review & get 50% off for an entire year!):
A blog post review can have a similar template to a case study testimonial, like we discussed above.
Many third-party websites like Capterra, G2, Trustpilot, and Google Reviews offer testimonial services for organizations and brands. Here, you just have to send a link of your Capterra or G2 profile (or any other review service you use) to your customers, and they’ll write the reviews. Many of them also offer an option to record a video testimonial and upload it on the website.
With third-party testimonials, new customers get the confidence that they aren’t the first or the only ones who are looking to purchase a product/service. These review websites also offer filters or sort through options where customers can look out for reviews from customers they self-identify with.
For example, a marketing manager working with a team of 20 people may filter through thousands of reviews and show only those reviews that are put up by other marketing managers of the same team size.
Here’s an example of Booker.com’s review on Capterra:
A template you can use:
“I have used [Your product name] and am in love with their features like [explain 3-5 features that you like about the product]. It has helped us overcome [2-3 challenges you faced]. There are a few disadvantages [write 1-2 of them, this can be optional]. But overall, using [your product’s name] has been a great experience.”
Press coverage, reviews, and endorsements from highly influential media outlets can generate a lot of positive buzz and be an asset you can link to long-term from your website. The credibility and reach of the publications that post these reviews can have the power to shape the public's view about your product.
#1. The Independent’s review on the HeadSpace App
Here, The Independent reviews the popular meditation app, Headspace. It’s written by their “Chief science officer” and uses a scientific term of how meditation can “change the shape of your brain” to get more credibility and authenticity.
Square has a full section on their review page dedicated to press reviews — providing readers with insight into several different professional reviews of their product.
Press reviews are powerful and compelling ways to get customers to believe in your product. The hard part about press reviews is, of course, getting them.
Influencer testimonials are reviews from subject matter experts in a particular industry who use your product and share a highly valuable perspective about it. These experts are famous in their niche and when they rave about using your product, readers are easily convinced to take action and make a purchase decision.
Copyhackers offers copywriting advice through blogs, online classes, and training videos.
On their homepage, they display four testimonials from highly influential authority figures in marketing — like Brian Dean from Backlinko and Marie Forleo from MarieTV. This immediately encourages new customers to explore more about what Copyhackers has to offer.
#2. Four Sigmatic
Four Sigmatic, a consumer-facing mushroom coffee brand, presents simple quotes on their homepage from influencers in the health and wellness space, including a New York Times bestselling author and an art director.
Of course, influencers have to be paid somehow (typically with cash or free products), and the more famous the person, the more they will ask to represent your brand. But even if you don’t have the budget for the level of influencers shown here, this same concept can be applied to micro-influencers.
You can use the templates above suggested for quotes, before-after reviews, and third-party reviews for these testimonials.
User-generated content usually refers to photos or videos that users or customers create and send to the brand (via email) or post on social media. Often these aren’t really “reviews” in the sense that they aren’t meant to be summarized in a neat quote as a “testimonial”. The customers are just posting photos of themselves using or opening the product or service. As a result, they feel more authentic (because they are), and can definitely take the place of testimonials, in particular for consumer-facing brands.
Puffin Packaging does this on their page quite simply — there’s no text, just photos that their customers send them via social media or email. Though there’s nothing to read, it’s easy to strike an affinity with their product, which contributes to building trust and raises the curiosity of the reader to know more about Puffin Packaging.
Additional reading: Client testimonials can provide you with immense possibilities of creating marketing ad campaigns; we talk more about testimonial advertising in this post with seven examples.
Page design for these testimonials can be as creative as you want them to be. You can use images (like Puffin Packaging does), quotes, or videos that customers post on their social media accounts on your homepage, emails, or popups.
This post covered 11 types of client testimonial examples with templates for each type.
As a business owner, you can choose any type of testimonial, or have a mix of them to enhance your brand’s social proof and make them an essential part of your marketing strategy. Each type of testimonial plays a role in reinforcing your marketing messages to a diverse audience. A sustained effort in collecting customer testimonials boosts customer engagement and helps increase conversions.
We hope that after reading this article, you are geared up with many ideas and strategies to collect client testimonials in your preferred format.
If you want to easily create video testimonials with Vocal Video, sign up for a free 14-day trial.
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