A positive customer testimonial is one of the most influential assets in your marketing toolkit. Over half of recently polled consumers said they trust a previous buyer’s experience more than their friends’ opinions.
The best thing about customer testimonials is how versatile they are. They can be a quick quote, a multi-paragraph endorsement, or a video complete with B-roll and a soundtrack. And each one is useful in different places.
We want to attract as many customers in as many ways as possible. So, let’s look at 10 customer testimonial examples in different styles and review some tips for getting more of them.
Contents
- What are customer testimonials?
- How do testimonials help your business?
- 10 testimonial examples by type
What are customer testimonials?
A customer testimonial is a statement from a happy customer who shares their personal success story after using your product or service. These real-life examples help new customers trust you because they show actual people who’ve benefited from what you offer.
YouTube Shorts are fantastic for publishing your video customer testimonials like this one from My Home Park.
Testimonials are one type of social proof. They look similar to other social proof options like reviews and endorsements, but there are some important differences to consider.
Testimonials vs. reviews
Customer testimonials are typically provided directly to the business being mentioned, while customer reviews are often provided to third-party sites like online directories (think Google and Yelp).
Reviews are great for influencing people as they begin their search for a solution. The more places your positive testimonials appear, the more likely buyers will find them (and the more influential your online listings will be).
Testimonials may not have as big of a footprint as reviews because they usually only appear where you place them. But you have more control over them, they can be more in-depth, and you have more freedom to use them how you like since the customer provided them directly to you.
Testimonials vs. endorsements
Endorsements are testimonials you’ve paid to get. So, if you offer payment to an influencer in return for their positive review, that would be considered an endorsement.
Endorsements are great because they usually come with a built-in audience who already trusts the influencer. But they lack the authenticity of a real-world testimonial.
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How do testimonials help your business?
Customer testimonials help turn interested shoppers into confident buyers in two ways.
Builds credibility with new customers
When people make their first purchase with a business, they’re taking a huge leap of faith that they’ll get their desired outcome. Customer testimonials turn that leap into a little hop by showing real, relatable people vouching for your business.
This testimonial from Handy Bros Home Comfort helps sway skeptical prospects.
Imagine you’re choosing a new dentist. That’s a big decision. One dentist’s marketing explains all of their services and their state-of-the-art technology. The other does that and has testimonials from local patients who loved the results they got. The second dentist sounds like a much safer bet.
Positions your solutions with your ideal buyer
Customer testimonials aren’t just about spreading good vibes. They can support your product positioning statement, which tells your ideal customer that your product is right for them.
Back to our dentist example. This time, you land on a website with testimonials that mention a “pain-free experience” and a “surprisingly easy visit.” If your key pain (ha!) point is pain, you’ll be naturally attracted to this option.
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10 testimonial examples by type
There are many types of customer testimonials, and they tend to fit in certain situations. For example, a video testimonial is great for a landing page. However, a physical flyer or marketing email would be a better place to provide a simple quote.
We’ve gathered a couple of examples for each of the five most common types of testimonials to help you get started.
Quote testimonial examples
A quote testimonial is a simple text tribute to how amazing your solution is. It may include a headshot of the reviewer or even a picture of the product.
True Classic Tees
True Class is a men’s casual fashion brand that sets itself apart on fit, comfort, and convenience. The brand has a paid program called the Insider Club, which offers perks like free shipping and discounts.
It takes a little convincing to get people to cough up a yearly fee to join a T-shirt club. But these quote testimonials do some of that conversion heavy lifting.
What’s great about these testimonials is that they specifically address the biggest point of friction among would-be club members: the cost payback. Each one clearly states that the payback is fast and well worth it.
Dream Team United
Dream Team United is a full-service real estate office that helps its clients at every stage of the home buying or selling journey. Real estate transactions are some of the biggest financial decisions most people make, so agents and brokers have to build a lot of trust before a new client chooses them.
This business has testimonials all over its website. But there’s also a convenient page that lists them all.
I really like how Dream Team Untied puts the key point of each testimonial in huge, unskippable font. When you have lots of praise plastered all over your pages, this is a great way to help visitors find the testimonials that’ll be of most interest.
Case study testimonial examples
Case studies are longer and more in-depth than a quote testimonial. They often have a story arc covering the problem, solution, and result. While they’re more of an investment to read, their story-telling aspects can be very persuasive.
Allan Rouben
Allan Rouben is a lawyer based out of Toronto. He covers a wide range of cases, such as employment law and insurance cases. For many of Allen’s clients, there is a very personal story behind why they need his services.
A case study is the perfect type of testimonial for professional service marketing. It gives plenty of space to showcase the client’s needs and explain how the team met them.
Even though the case studies on his site are text-heavy, you’re automatically drawn in by the story. You want to know what happened next. Each one offers the satisfaction of the client getting what they deserve, which will help convince readers that Allen Rouben is the right person to have on their side.
Helt Design
Helt Design is an architecture and interior design firm with experience in commercial, residential, industrial spaces, and more. They often tackle tricky projects that include many code restrictions and unusual design elements.
Case studies help Helt Design get into the details of their high-profile projects. People looking for similar services will see how the firm has handled obstacles they may be facing.
When your product is visual, your case study needs to follow suit. So, along with the story of a satisfied client, Helt’s team includes plenty of visuals to highlight their work. In some instances, the case studies even include before, after, and in-progress photos to better detail their process.
Video testimonial examples
Video testimonials work a lot like case studies, but they have the benefit of connecting viewers directly with the buyer who’s giving feedback. These videos can be elaborate, with high-production value and additional elements, or they can simply be a well-lit speaker talking into a smartphone.
Max I. Walker
Max I. Walker provides rental uniforms, floor mats, towels, and more for a variety of businesses like restaurants. There are undoubtedly plenty of options for this type of service, so this brand differentiates itself on its personal touch.
Services like these could easily be commoditized. Video testimonials showcase the faces and stories of people who benefit from Max I. Walker’s focus on supporting their customers.
This is one of the best versions of a video testimonial I’ve seen. The video is bookended by the customers’ praise. In the middle, the brand explains how its process is specifically advantageous to the restaurant industry. That makes this testimonial perfectly locked in to support the brand’s target audience.
Road Runner Sports
Road Runner Sports is a retail store specializing in shoes, apparel, and gear for runners. Starting in a San Diego garage in the early 1980s, the store now operates locations in several U.S. states and has a thriving online business.
The thing about runners is that there’s no one-size-fits-all solution to help all of them. The brand uses video testimonials to show that they understand different types of runners and their unique needs.
This testimonial example features a father who wants to be active with his kids but is dealing with back pain. He explains how the Road Runner Sports team helped him find a fit and shoe style to alleviate his problem. That narrow focus on one type of customer and one specific challenge makes this video particularly persuasive.
Social media testimonial examples
Like the name suggests, social media testimonials are feedback from happy customers explicitly produced for social media marketing. They can be video, text, images, or a combination. Whatever form they take, they’re extremely good at catching the attention of passive scrollers.
Anna’s Apothecary
Anna’s Apothecary is a purveyor of fine tinctures, elixirs, teas, and other concoctions designed to boost your health. The shop keeps an active presence on social media, which allows its team ample opportunities to discuss these diverse products.
Customers are bound to have a level of skepticism whenever you’re selling something related to their physical health. A social media testimonial can quickly ease some of that concern.
Remember when I said a video testimonial doesn’t need to be a high-production affair? That’s very true for testimonials destined for social media. This example from Anna’s Apothecary is a simple video showing two customers sharing their love for the store. That level of authenticity makes this testimonial that much better at building trust.
Cleaning Pro
The Cleaning Pro tagline is, “Leave the cleaning to the pro.” They offer deep cleaning services for commercial and residential properties, including prepping homes for their owners’ first or last day.
Home services businesses like cleaners have to enter people’s homes to do their job. That requires a level of trust that’s hard to build with people who aren’t familiar with the business yet. Cleaning Pro posts client testimonials to show potential clients that they are a trusted provider.
What’s cool about this testimonial example is that it includes two complimentary businesses. That means when the real estate agent shares it, Cleaning Pro will get free access to a new audience.
User-generated testimonial examples
It’s easy to forget that user-generated content is a form of customer testimonial. It’s a positive commentary from product users provided to the brand (even if it’s often shared on a mass-communication channel like social media).
One of the benefits of UGC as a form of testimonial is that you can ask for it on a broad scale using a hashtag or a giveaway on social media.
Wilderdog
Wilderdog sells harnesses, leashes, water bowls, and assorted gear for adventurous pups. Dog owners are very particular about what they put on their pets, so testimonials are a must-have for brands that sell to them.
Wilderdog’s products are used in some beautiful outdoor places, making UGC a natural fit.
Besides the stunning visual, there’s an implicit suggestion here about the trust this product user has in Wilderdog’s harnesses. When you’re hiking in such potentially precarious places, you definitely want something that gives you control of your pup.
Mangled Studios
Mangled Studios is a local art school that holds lessons for adult and child painters of all levels.
While many more experienced artists may seek out Mangled Studios, some potential students who have never painted might feel intimidated. Encouraging new painters to share their experiences through UGC is a great way to make these classes more accessible.
Testimonials like this can fit into several categories. This one, for example, is a quote that’s posted on social media. But since it was generated by the user and shared to her own account, it’s also UGC. And that means it’ll reach this student’s network and encourage people who were on the fence to try out a class or two.
Get inspired by these customer testimonial examples
Customer testimonials are an important component of building trust through social proof. They can take a little work to get since you’re asking customers to share their feedback directly with you. But you have a lot of control over what’s shared and how it’s used.
Take some inspiration from these testimonial examples. See how they’re produced in different ways and on which channels they’re used. Then, try a few versions for yourself to see which resonates best with your audience.
