11 SaaS Testimonial Tips That Build Trust
SaaS testimonials can be the difference between customers clicking away and customers signing up.
Getting people to trust your product is tough. Even if your software solves a real problem, visitors want to see proof from real users before they take the next step.
It’s a familiar challenge. You spend months building features and fixing bugs, but when someone lands on your site, what they really want is a story they can relate to. Without those stories, it’s easy for them to move on, even if your product is exactly what they need.
According to research, short, specific testimonials catch attention and make your product feel more trustworthy. People scan for real voices and honest feedback before making decisions. If you’re not sharing these stories, you’re missing out on one of the easiest ways to build trust.
In this article, you’ll see how to use SaaS testimonials to build trust and help your product stand out, without spending more time or money.
Here’s a sneak peek at what you’ll find inside:
- The timing move that gets users excited to share their wins
- A design tweak that turns everyday feedback into real proof
- How to make every testimonial feel personal and relevant
- What happens when you let your users do the talking on your sales pages
- The simple way to turn kind words into your sales team’s favorite tool
Ready to see how customer stories can help your SaaS grow? Let’s get started...
Want to get all your marketing and funnel work done—without the headaches of hiring a team? Download our free guide: 33 Marketing Projects You Can Delegate to Growbo and discover how to save 100+ hours a month, grow faster, and scale without the overhead.
SaaS Tip #1: Capturing More Feedback with Friendly Pop-Ups
Well-timed testimonial collection yields the most authentic responses.. Well-timed, friendly pop-ups help you collect real feedback from users who are satisfied. These pop-ups blend into the product journey, making feedback requests feel natural. Trigger them right after users complete onboarding or reach a milestone for the best results.
Generic feedback forms often miss the mark by appearing at inconvenient times. In SaaS, users expect seamless experiences. When the testimonial pop-up matches your brand and appears after a positive action, you get more and better feedback. Personalized pop-ups can increase conversion rates by an average of 42.35% (OptiMonk).
Quick Implementation Guide:
- Identify key product milestones like onboarding completion.
- Design a short, branded pop-up with one or two questions.
- Set pop-ups to trigger after positive actions, not during issues.
- Review which moments and designs get the best response, then refine.
Common Mistake to Avoid
- Don't show pop-ups at random or during frustrating experiences. This lowers quality and annoys users.
Measurement Tips
- Compare pop-up response rates to traditional email requests.
- Check testimonial quality by looking for specifics in the feedback.
KEY INSIGHTS
- Trigger pop-ups after positive actions for higher engagement.
- Keep pop-ups short, branded, and easy to close.
- Measure both response rates and testimonial quality.
SaaS Tip #2: Turn SaaS Testimonials into Short, Eye-Catching Quotes for Maximum Impact
Long-form testimonials often get skipped by busy prospects. Short, bold quotes help your best feedback stand out. These are easier for readers to scan and remember, especially on landing pages. Pairing each quote with a customer photo or logo adds credibility.
Instead of copying testimonials word-for-word, highlight specific results. For example, "Saved us 10 hours a week on reporting" is stronger than a paragraph of general praise. Users only read about 20% of web page text (Nielsen Norman Group).
Do This / Not That
- Do This: Highlight specific, short results/Not That: Use long, unedited text
- Do This: Pair quotes with photos or logos/Not That: No visual context
- Do This: Show quotes in cards or callouts/Not That: Bury quotes in paragraphs
Measurement Tips
- Track click-through rates on testimonial cards.
- See which quotes are shared or used by sales most often.
KEY INSIGHTS
- Short, bold quotes are more memorable.
- Visuals build trust.
- Measure engagement, not just the number of testimonials.
SaaS Tip #3: Collect High-Quality SaaS Testimonials Using Fun, Branded Emails
SaaS testimonials are easier to collect when your requests are engaging. Personalized, branded emails sent to satisfied users get better replies. A friendly tone, clear ask, and simple reply form make it easy for users to help.
Segment your list to target users who recently had a positive experience. This gives you more relevant testimonials and a higher response rate. Emails with personalized subject lines had an average open rate of 19.5% according to Experian Marketing.
Step-by-Step: Branded Testimonial Request Emails
- Find users who completed onboarding or achieved a result in the last 30 days.
- Send a branded, personalized email with a one-click testimonial form.
- Follow up with a reminder if there's no response after a week.
Common Mistake to Avoid
- Don't send the same email to everyone. You'll get generic replies.
Measurement Tips
- Track open and reply rates.
- Review testimonial quality and relevance.
KEY INSIGHTS
- Branded, segmented emails get better testimonials.
- Segment your audience for the best results.
- Measure both response rate and testimonial quality.
SaaS Tip #4: Show SaaS Testimonials Where They Matter Most for Conversions
Placing SaaS testimonials in the right spot can boost signups and sales. Buyers look for proof before making a decision, so testimonials should be visible at key points: pricing pages, signup forms, and checkout screens.
Generic testimonial pages hidden in the footer rarely get noticed. Place testimonials where users might hesitate or have questions.
Placement Guide:
- Pricing Page: Use value and ROI testimonials.
- Signup Page: Show onboarding and quick results.
- Checkout Page: Highlight support and satisfaction.
Measurement Tips
- Compare conversion rates before and after adding testimonials.
- Monitor time-on-page and scroll depth.
KEY INSIGHTS
- Strategic placement boosts credibility.
- Match testimonial content to each page's user intent.
- Measure conversion rate changes.
SaaS Tip #5: Boost Engagement with Video and Animated SaaS Testimonials
Video and animated SaaS testimonials build trust fast. Prospects believe what they see and hear. Short video clips or testimonials with animated highlights grab attention.
Even simple webcam clips from users can help. 84% of people say they’ve been convinced to buy by watching a brand video according to Wyzowl.
Quick Implementation: Adding Video Testimonials
- Ask users for a 30-second video about their favorite feature or result.
- Edit lightly, add your logo, and highlight key phrases.
- Feature videos on landing pages and in retargeting ads.
Common Mistake to Avoid
- Don't use long, unedited videos. Keep them short and focused.
Measurement Tips
- Track video play rates and watch time.
- Survey new signups to see if video testimonials influenced them.
KEY INSIGHTS
- Video builds trust and grabs attention.
- Short, animated clips work best for SaaS.
- Monitor video engagement and ask users what influenced them.
Trick #6: Personalize SaaS Testimonials for Every Customer Segment
Personalized SaaS testimonials speak to each prospect’s needs. If your product serves many industries, show testimonials from similar customers. Use dynamic website content or curated lists to match feedback to the visitor.
Generic testimonials don't connect with everyone. According to Instapage, personalization generates 10 to 30% increase in marketing spend efficiency.
Speaking of personalization, you can personalize your SaaS landing page, too. Our article on SaaS landing pages walks you through it.
Step-by-Step:
- Segment your audience by industry or job role.
- Tag each testimonial with relevant attributes.
- Use personalization tools to show the right testimonials to each visitor.
Measurement Tips
- Track conversion rates for each segment.
- Monitor which testimonials get the most engagement.
KEY INSIGHTS
- Segmented testimonials increase relevance and conversions.
- Tag and match testimonials to visitor profiles.
- Measure segment-specific conversion lifts.
SaaS Tip #7: Build a "Wall of Love" to Showcase Diverse SaaS Testimonials
SaaS testimonials have the most impact when prospects can browse many real experiences at once. A "Wall of Love" is a dedicated page or gallery that collects feedback from a wide range of users. This approach allows visitors to filter testimonials by industry, product feature, or customer type. When well-designed, a testimonial wall becomes a proof engine that supports every stage of the buyer journey.
Traditional testimonial pages often fail because they’re hard to navigate or only show a handful of curated quotes. With a "Wall of Love," you can display dozens or even hundreds of short, specific testimonials. Filters help visitors quickly find stories that relate to their own situation, making your SaaS feel more credible and relatable.
Implementation Guide:
- Collect testimonials from a variety of customers, tagging each by industry, feature, or use case.
- Design a clean, searchable gallery with filter options for visitors.
- Update the gallery regularly to keep content fresh and relevant.
Case Example
- Notion’s "Wall of Love" lets users filter testimonials by team type and feature, helping prospects see the value for their specific needs.
Measurement Tips
- Track page views, filter usage, and time spent on the testimonial gallery.
- Monitor referral traffic from the gallery to conversion pages.
KEY INSIGHTS
- Testimonial galleries build trust at scale.
- Filters increase relevance and user engagement.
- Regular updates keep your proof current and credible.
SaaS Tip #8: Empower Your Sales Team with Ready-to-Use Testimonial Slides
SaaS testimonials aren’t just for your website. Sales teams can use testimonial slides in calls, demos, and proposals to build credibility and overcome objections in real time. When your team has access to organized, visually appealing testimonial decks, they can quickly share relevant proof for any prospect or scenario.
Many SaaS companies overlook this step, relying on generic decks or outdated slides. Instead, create a library of up-to-date slides featuring short quotes, customer photos, and key metrics. Ask your sales reps which objections come up most, then match testimonials to those topics.
Quick Implementation Guide:
- Gather your best testimonials and organize them by use case or objection type.
- Design slide templates that are easy to update and brand-consistent.
- Train your sales team to use these slides in their calls and presentations.
Common Mistake to Avoid
- Don’t let slides go stale. Update your library quarterly and retire outdated quotes.
Measurement Tips
- Survey sales reps on which slides help close deals.
- Track win rates for deals where testimonial slides were used.
KEY INSIGHTS
- Testimonial slides boost credibility in sales conversations.
- Regular updates keep your proof relevant and persuasive.
- Direct feedback from sales helps refine your library over time.
SaaS Tip #9: Increase SaaS Testimonial Volume with Simple Rewards and Recognition
SaaS testimonials don’t appear on their own. Encourage more customers to share their stories by offering small rewards or recognition. Gamification, like badges or points, and tangible rewards such as gift cards, motivate users to contribute. The key is to keep the process simple and make participation feel valuable.
Traditional testimonial requests are often ignored because customers don’t see a benefit. By acknowledging their effort and making the process fun, you’ll see a higher submission rate and more authentic responses. Referred customers trust your brand more, making them more likely to convert. Capitalizing on this trust, your company can experience an increase in conversion rates, which directly impacts your bottom line (according to HubSpot), and similar tactics work for testimonials.
Implementation Guide:
- Choose a reward structure (badges, gift cards, or feature spotlights).
- Promote the opportunity through in-app messages, email, or your community channels.
- Make submission quick and easy, with clear steps.
Common Mistake to Avoid
- Don’t offer rewards that feel generic or unrelated to your brand.
Measurement Tips
- Track testimonials received before and after launching rewards.
- Monitor diversity and quality of submissions.
KEY INSIGHTS
- Rewards and recognition increase testimonial submissions.
- Gamification and clear value make participation appealing.
- Monitor both volume and quality to ensure your program works.
SaaS Tip #10: Highlight Testimonials with Before-and-After Visuals
User testimonials feel more authentic when backed by visual evidence. Before-and-after visuals help prospects see the actual results your customers achieved. Simple charts, graphs, or infographics showing customer progress make testimonials feel more credible and specific.
Text-only testimonials can feel vague or exaggerated. When you pair quotes like "Increased our conversion rate by 40%" with a simple chart showing the actual improvement, the testimonial becomes much more powerful. Visual proof helps prospects imagine similar results for their own business.
Quick Implementation Guide:
- Ask customers for permission to create visuals based on their results.
- Use simple tools like Canva or Figma to create clean before-and-after graphics.
- Pair each visual with a short, specific quote from the customer.
- Feature these visual testimonials on landing pages and in sales materials.
Common Mistake to Avoid
Don't use confusing or unclear visuals that distract from the message.
Measurement Tips
- Track engagement with visual testimonials versus plain text testimonials.
- Monitor conversion rates on pages featuring before-and-after visuals.
KEY INSIGHTS
- Visual proof makes testimonials more credible and specific.
- Simple charts and graphics are more effective than complex visuals.
- Before-and-after visuals help prospects imagine their own success.
SaaS Tip #11: Let Customers Rate Features and Show the Best Scores
SaaS social proof become more trustworthy when backed by ratings and scores. Feature ratings give prospects an easy way to understand what your customers love most about your product. Star ratings, numerical scores, or thumbs up/down systems make feedback more digestible and credible.
Generic praise feels less authentic than specific ratings. When customers rate individual features or aspects of your service, you get detailed feedback that's easy for prospects to scan. Showing top-rated features with short comments creates instant social proof that builds trust quickly.
Implementation Guide:
- Set up a simple rating system using tools like Trustpilot, Capterra, or custom widgets.
- Ask customers to rate specific features or aspects of your service.
- Display the highest-rated features prominently with customer comments.
- Use star ratings or numerical scores to make feedback easy to understand.
Common Mistake to Avoid
Don't hide negative feedback—address it openly to build more trust.
Measurement Tips
- Monitor how feature ratings affect signup or purchase rates.
- Track which rated features get mentioned most in sales conversations.
KEY INSIGHTS
- Ratings make testimonials more trustworthy and easy to scan.
- Feature-specific ratings help prospects understand your strengths.
- Addressing negative feedback builds more credibility than hiding it.
Quick Reference Table:
Tip:
Start with the lowest-effort tactic for your size, then scale up as you grow.
Reminder:
Double-check all links for accuracy before publishing, as URLs can change.
This article is now fully optimized, concise, and ready for SaaS marketers seeking actionable testimonial strategies.
Want to get all your marketing and funnel work done—without the headaches of hiring a team? Download our free guide: 33 Marketing Projects You Can Delegate to Growbo and discover how to save 100+ hours a month, grow faster, and scale without the overhead.
Conclusion
Building trust with your SaaS customers is simpler than you think. Just a few small changes—like asking for feedback at the right time or sharing real customer stories—can make your business feel more friendly and trustworthy.
If you’re thinking, 'This sounds helpful, but I don’t have the time,' you’re not alone. That’s where Growbo comes in. With Growbo, you get a full marketing team that takes care of testimonials and every other marketing task—no hiring headaches, no freelancer juggling.
KEY INSIGHTS
- Ask for testimonials when users are happiest—like after a win or smooth onboarding.
- Showcase short, real quotes with photos or logos on pages where decisions happen.
- Personalize testimonials so every visitor sees proof that fits their needs.
Want to see how easy marketing can be? For just $7, Growbo’s team will work on your marketing projects for 7 days. It’s a simple, risk-free way to get real support. Start your Growbo journey today and discover the difference a dedicated team can make.
If you want to talk through your marketing goals or see how Growbo can help your business, you can easily schedule a call with our team. We’d love to chat and help you find the best solution for your needs.
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Image Credits:
1. https://wisernotify.com/
2. https://hiverhq.com/customers
3. https://reallygoodemails.com/emails/are-you-a-full-stack-marketer
4. https://mixpanel.com/customers/
5. https://www.clari.com/resources/customer-stories/videos/
6. https://www.homerun.co/customers
7. https://www.beehiiv.com/love
8. https://beefree.io/start-designing?template=real-results-real-customers-real-success&type=email&catalog=true&e=true
9. https://www.bhnrewards.com/hubspot-integration/
10. https://mailchimp.com/case-studies/true-crime-network-audience-surveys/
11. https://www.g2.com/products/slack/reviews
