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Which questions are the most important for your company? That’s a question only you can answer. To give you some ideas, these are the questions that I use: Name – This indicates who filled out the form. Website – This documents which website was worked on. What service did you have completed? – This records which service the testimonial is for. Are you happy that you had this service completed? – This indicates whether or not the customer was satisfied with the service and provides a lead in to the next question. If yes, why are you happy that you had this service completed? – The answer to this question provides the first paragraph for the testimonial. Instead of asking someone to simply “write a testimonial or recommendation,” I ask a specific question prompting the answer that I’m looking for and leading the customer down the path I want them to take. Wufoo forms also allow you to provide explanation text on the right side as another way to lead customers down the right path. I like to use this text to provide a sample of the kind of content that I’m looking for. (An example of this can be viewed here.) On a scale of 1 to 10, how likely would you be to recommend this service to a friend or colleague? – This question provides the most relevant customer satisfaction data, according to a post from KISSmetrics.com titled “Why Customer Satisfaction Surveys Aren’t Useful and What To Do About It.” It also serves as a lead in for the next question. What would you tell them? – This question once again leads customer to provide the content that I’m looking for in a customer testimonial by asking a specific question. Once again, you can also use Wufoo forms to provide a sample testimonial for this question. What suggestion(s) would you give as a way to improve our service? – This question is the most helpful for customers who were dissatisfied for one reason or another, but the answers have to be taken with a grain of salt. Sometimes dissatisfied customers won’t be satisfied no matter what you do. It’s best not to make changes based on every answer given to this question. It’s necessary to ignore some suggestions because you can’t keep everyone happy and can’t implement every suggestion.  However, in some cases the answer to this question could lead to valuable insight on improving your offering. Do you mind if your name and website are shared on my customer testimonial page? (i.e. Do you mind getting a free link back to your website?) – This question asks for permission to share the customer’s testimonial, and it’s always a good idea to get permission before sharing something like this if your privacy policy doesn’t already include it.

p.s. If you’d like to check out my form to see how it works, you can view it here.

I personally prefer to ask as few questions as possible for any survey I create.

To ensure that you get results, you might want to give your clients that nudge at specific times, such as when:you’ve solved their problemthey’ve achieved success through your offeringthey express that they’re happy with your workthey thank you profuselyyou successfully deliver a product on time

Of course, most of your clients will be busy people who don’t have much time set aside for tasks like this. That’s why it’s your job to make it easier for them. One way to do this is to provide them with a few sample questions in your testimonial request email. Here are a few that you might want to put to use:What prompted you to seek [your/your company’s] services? What situation or problem did you need to solve?Why did you specifically select [you/your company] for this project?What made you believe that [you/your company] was the best for achieving your desired result?How did you benefit from working with [you/your company]?What are the two most significant improvements that have resulted from your work with [you/your company]?What exactly did [you/your company] do to contribute to the outcome you wanted?What were the results of working with [you/your company]?Describe why you feel that working with [you/your company] was successful.In the future, what type of businesses would most benefit from working with [you/your company]?If a potential client was on the fence about whether to work with [you/your company] or not, what would you say to them?

Letter to a client whom you’ve asked to write a testimonial:Dear [Client],Working with clients like you makes my business a great joy. Thank you for agreeing to provide a testimonial. Your story will help inform our potential clients why it’s good to work with us and how they can benefit.To help you get started, I’ve included a few questions, but please feel free to write whatever you like.[Include two to four questions, using the above list as a guide.]Thank you for your time and kind support. We value your business and look forward to working with you again in the future. Please let me know if there is anything further I can do for you.[Your preferred closing],[Your name]

Create case studies If you really want to show the value in what you offer, you have to create case studies. The simple ones won’t cut it, you have to give detailed ones… ideally with the exact things you provided and the results. To legitimize the case studies, make sure you put in testimonials from customers. This can be done in the form of video or text and if you happen to go the text route, make sure you include: Their full name Company name Their picture Title at the company If you want to see an example of a good case study, check this one out from Conversion Rate Experts.

Offer a free trial One of the easiest ways to handle price objections is to offer a free trial. Remember, just because you are offering a free trial doesn’t mean you can’t take a credit card up front. With Crazy Egg, one of our biggest objections from people is that our prices are too high. We created a “free trial” offering in which people had to put in their credit card up front. That offer converted at 59% higher than our 30 day money back guarantee offer. Keep in mind that you will get a lot of people who will cancel your service before their free trial is up, so when you a/b test this you have to also include cancelations into your calculations.

Explain the value The easiest way to demand a high price point is to explain how much money you are going to either make a company, or how much money you will save them. If you can explain this in an easy to understand fashion and provide case studies to back it up, it shouldn’t be hard to demand a premium price. A great way to do this is through sales copy. And don’t worry, your copy doesn’t have to be sleazy. I do this with Crazy Egg, NeilPatel.com and I also used to do it for my Quick Sprout Traffic System. You could even spice up your sales copy by including a video incase people don’t want to read your copy.