The questions to ask to get great SaaS testimonials

Cover image - The questions to ask to get great SaaS testimonials
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Val Brown
Last updated
September 2022
Read time
7 minutes

As a business owner, you know that collecting customer testimonials is essential to your success. After all, social proof is a strong selling point that can help you convert more prospects into paying customers. The use of testimonials on landing pages has been successful for several businesses.

For example, Hotel Institute Montreux in Switzerland tested how they could increase conversions to their brochure requests and concluded that testimonials should be on their lead generation page. As a result, the institute expanded its conversion rate by 50%. That said, testimonials were proven to have "strong social proof" for readers and are more likely to convert than any other form of persuasion.

Another example is the UK's WikiJob which emphasized the relevance of testimonials by including simple testimonials on the main page instead of pushing them further down the website. The test provided a substantial increase in revenue, resulting in a 34% increase in purchases.

But what if you don't know how to get started? What questions should you ask your customers to get the most powerful testimonials?

In this guide, we'll share a comprehensive list of SaaS testimonial questions that will help you collect amazing customer stories. We'll also provide additional tips on how to ask these questions effectively. Let’s get started.

Begin asking open-ended questions

These are great questions to start with because they allow your customer to share their thoughts. These questions should be broad enough to be responded to quickly and simply while also being detailed enough to provide you with the answers you need. Here are some examples of open-ended questions you can ask your customers:

1. Tell us a bit about yourself and what pain points did you try to solve?

Before you start asking your customers questions about their experience with your product or service, it's important to put them at ease. This introductory question is a great way to get them comfortable with talking to you. Plus, it will give you some information about your customer's background and their needs. This context will be helpful when you're trying to understand their testimonial.

Yes, this question is entirely customer-focused, which means requiring only a description of the customer's situation and deferring any assessment of the SaaS product for the time being.

Additionally, when the client speaks about their previous issues, it is not just about them. It becomes so much more than that because they are reaching out to other people in need of help and support too. It can be a powerful testimonial since it can show others that this can be helpful to them as well.

2. How has our software made your life or work easier?

Asking this open-ended question is a great way to get people thinking positively. By prompting them with questions that don't have a straightforward answer, you're encouraging them to tap into their creativity and come up with something original. This not only gets their minds working but also primes their emotions to a more positive state for further specific questioning. The goal is to establish here positive, motivating, inspiring energy that will carry over into the rest of the conversation.

Change to asking more direct questions

Once you've gotten your customer warmed up with some open-ended questions, it's time to start asking more specific questions. While open-ended questions may help create a rapport, they often lead to vagueness and evasive responses. A better approach is direct questions relevant to the topic. It will not only save time, but it will also ensure that you get the information you need.

  • What made you decide to try out the software?
  • How did our software help you solve that problem?
  • Have you seen an increase in website conversions since using our SaaS?
  • How much time do you save with our software?
  • What does that mean in terms of money saved?
  • What other options did you consider before choosing our SaaS?
  • What do you think sets our SaaS apart from other similar products?
  • How do you like our new [some specific feature]?
  • What can you say about our customer support?
  • Have you had any issues with our SaaS? If so, how did we resolve them?
  • How did you first hear about our SaaS?
  • How long have you been using our software?

Questions that should be included in each testimonial interview

To get the most out of a testimonial interview, a few essential questions must be asked. Closed questions are still the best way to get the detail you need while keeping your customer's answer concise. Definitely, these can give you excellent high-energy responses that will become a powerful video testimonial. Here are some examples of closed-ended questions you can ask your customers:

1. Would you recommend our software to others?

This question is important to include because it allows you to gauge the customer's level of satisfaction. The ideal response would be a resounding "yes." On a scale of 1-10, the customers should rate your software a 9 or 10, followed by an explanation of why they would recommend it.

You can add this question at the end of the testimonial to emphasize how happy your customer is with your software. This will definitely increase the perceived value of your software in the eyes of prospects who see the testimonial. Therefore, it will be useful in converting potential customers into paying ones.

Remember, the key is to focus on quality, not quantity. Using a tool like to manage your testimonials can help you save time while ensuring that you're getting high-quality video testimonials from your happiest customers.

2. What were your reservations before signing up for the service?

The answer to this question describes the essence of what testimonials are all about. This allows you to understand the customer's thought process before becoming a paying customer.

Maybe a customer has reservations about whether or not it will meet their needs. Will the service be reliable? How easy is it to use? What if there are problems with the service?

If a customer overcame these reservations before signing up for your service, there's a good chance that other customers will have the same reservations. This question allows you to address these concerns directly and show how your software was able to overcome them.

Other tips for SaaS video testimonials

Now that you know what types of SaaS testimonial questions to ask, it's time to put them into practice. Here are a few tips to help you get the most out of your customer testimonials:

Be prepared

Before asking SaaS testimonial questions, take some time to prepare. It means knowing what kinds of answers you're looking for and what you want to use the testimonials for. It will help you ask more focused and targeted questions. It will also help you avoid wasting your customers' time by asking them questions that aren't relevant to your needs.

Limit the number of open-ended questions

It's essential to strike a balance between open-ended and closed-ended questions. The open-ended questions will help you get started, but they can also lead to long-winded answers that don't really get to the point. On the other hand, closed-ended questions can help you get more specific and detailed answers from your customers. These are the types of responses prospects want when they watch video testimonials. It shows them that you understand their needs and that your software is the best solution to meet those needs.

Encourage details and figures

General or vague testimonials may seem insincere or forced. Instead, encourage customers to give as specific answers as possible, supporting their statement with details and figures to establish credibility and truthfulness. Prospects are looking for this type of information when they watch video testimonials. It helps them understand how your product has benefited other customers and whether or not it can benefit them as well.

It's also important to remember that video testimonials are not commercials. They should be natural and unscripted to come across as genuine and sincere.

Be consistent when asking closed questions

Asking closed questions during a testimonial interview can elicit powerful responses that make for an excellent video testimonial. But make sure to standardize your questions so you can create a gallery of video clips that you can use when creating a compilation in the form of testimonial mashups.

Let the customer repeat the question

Especially when you record customers for a video testimonial, it's crucial that interviewees repeat the question with their answers. For example, "What is the best thing about FreshBooks? – The best thing about FreshBooks is ...". Your questions won't be available to the viewer to read, so the customer's repeated question highlights what's being discussed. Giving your SaaS customers this prompt will also give you more video content to repurpose across all marketing channels.

Keep it casual

The best way to get your customers to open up is to keep the conversation casual and relaxed. You want your customers to feel comfortable sharing their thoughts and experiences. Avoid putting them on the spot or making them feel like they're being interrogated. It will only make them clam up and give you less useful information.

So, try to keep the conversation light and friendly. You can even tell a few jokes to put your customers at ease.

Get permission

Before using a customer's testimonial, always get their permission first. It shows that you respect their privacy and helps to build trust. It also protects you from legal issues if you use a testimonial without the customer's consent.

When asking for permission, be sure to let the customer know how you will use their testimonial. Thus, they can decide whether or not they're comfortable with it.

Follow up

After your SaaS customer has answered your testimonial questions, follow up with them to thank them for their time. This shows that you appreciate their feedback and helps build a trusting relationship. It's also a good opportunity to ask if they have any further thoughts or feedback. You never know what valuable insights you might get from following up with your customers.

The key takeaways: The effective SaaS testimonial questions

Summary SaaS testimonial questions

When crafting your questions, keep the following in mind: The goal of a testimonial is to understand how your customer feels about your product or service, so make sure your questions are focused on that. Don't be afraid to ask follow-up questions to get more detail from your customers. End with a question that allows your customer to share anything else they feel is important. This is a great way to end on a positive note and build rapport with your customers.

Why not use to record customer feedback now that you know what makes for excellent SaaS testimonial questions? Our software assists companies in producing highly effective testimonial videos to boost leads and sales. If you want to get started, visit us at today!

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