Best Questions to Ask for Testimonials

Why the questions you ask matter

When you ask customers “Can you write us a testimonial?”, you typically get vague responses like “Great product, highly recommend!” But when you ask specific, guided questions, you get testimonials that include real details, numbers, and stories — the kind that actually convince prospects to buy.

General experience questions

Use these as opening prompts to get the conversation started:

1. What was the main reason you chose our product/service?
2. How would you describe your experience in one sentence?
3. What do you like most about working with us?
4. Would you recommend us to a friend or colleague? Why?
5. What would you tell someone who's considering our product?

Results-focused questions

These questions pull out specific, measurable outcomes — the most persuasive type of testimonial content:

1. What specific results have you achieved since using our product?
2. How has our product impacted your revenue, time, or efficiency?
3. Can you share any numbers or metrics that demonstrate the difference?
4. What did your workflow look like before vs. after using our product?
5. How quickly did you start seeing results?

Comparison questions

These help prospects understand why your solution is better than alternatives:

1. What were you using before our product? How does it compare?
2. What made you switch from your previous solution?
3. What can you do now that you couldn't do before?
4. How does the value compare to what you're paying?

Objection-handling questions

Use these to generate testimonials that address common buying objections:

1. What was your biggest hesitation before signing up? How was it resolved?
2. Was there anything that surprised you (positively) after getting started?
3. How was the onboarding/setup process?
4. How responsive has our support team been?

Specific use-case questions

Tailor these to your product's key features or customer segments:

1. How do you use our product in your day-to-day work?
2. Which feature has been most valuable to you and why?
3. How has our product helped with [specific pain point your product solves]?
4. What's one thing you wish you'd known before starting?

Tips for asking these questions

• Pick 2-3 questions max — don't overwhelm customers with a long survey
• Match questions to the customer — use results-focused questions for power users, general questions for newer customers
• Include them in your collection form — tools like Testimonial Collector let you add custom prompts to your testimonial form
• Let customers choose — provide a few options and let them answer the one they connect with most

Ready to put these questions to use? Read our guide on testimonial request email templates for the full outreach workflow, or start with our complete guide to collecting testimonials.