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The Definitive Guide for Understanding the Power of Social Proof

Last edited: 22.01.2022

After reading this, you’ll be able to use social proof to increase your revenue.

A little throwback to how I learned how social proof impacts everything we do.

When I was writing my master’s thesis in 2017, I decided to attend an introductory course to mathematics because I thought it might function as a palette cleanser.

I was waaaay out of my comfort zone, as I majored in languages and hadn’t done anything even remotely related to mathematics since high school (five years before I attended this course in question).

The other students were freshmen that had just started their studies and people that majored in something else, but had mathematics as a minor.

I struggled, but was sure that I was the only one who wasn’t getting what was taught. Everyone seemed to be nodding at what the professor was saying and no-one asked questions.

We were then asked to give feedback anonymously the old-school way and everyone wrote their thoughts on the same paper. I couldn’t help but to read what others had written. It turned out that I wasn’t alone with my thoughts. 90% of the people were going through the same struggles as I was.

“I don’t even know what I’m doing at the university, as I can’t seem to grasp anything. I’m considering dropping out” was one of the most common answers.

After that experience, I’ve always been conscious about the fact that we all tend to mimic the behavior of others in situations which are new to us. We all pretended to understand what was taught, because we were afraid that we’d look stupid if we asked something that was obvious to others.

This is how social proof affects us. We act the same way every single time we’re in a new situation.

After reading this article you’ll:

  1. Understand how social proof affects us
  2. Be able to recognize and use different types of social proof
  3. Increase conversions on your landing page (and on all pages for that matter!)
  4. Increase your overall revenue

Table of Contents

  1. Defining Social Proof
  2. Forms of Social Proof with Examples
  3. 6 Actionable Social Proof Strategies for Your Marketing
  4. 5 Actionable Social Proof Strategies for Your Sales
  5. Improve Conversions with Social Proof
  6. Best Software for Gathering and Utilizing Social Proof
  7. FAQ on Social Proof
  8. Ideas for Further Reading

1. Defining Social Proof

This section will go over what social proof is and what types of social proof exist.

Social proof is a psychological phenomenon that affects us all. We look at how others around us (re)act in an attempt to reflect correct behavior in a specific context. It relies on the notion that we assume (especially when we feel unsure of how to act)that everyone around us knows better than us how to act in that given situation.

For example, if you’ve never been to a formal dinner, you sit down and see all of this in front of you, ….

(Photo courtesy of: ​​ For the purposes of this example, I erased the descriptions for each piece.)

… you’ll with 100% certainty not be the first one to start eating. You’ll wait for people next to you to pick up the cutlery first so that you can mimic them.

Robert B. Cialdini is probably the most cited person on this matter, because he’s globally referred to as the “Godfather of Influence” thanks to his extensive research on the psychology of influence.

According to him, social proof states that one means we use to determine what is correct is to find out what other people think is correct. The principle applies especially to the way we decide what constitutes correct behavior. We view a behavior as more correct in a given situation to the degree that we see others performing it.

In other words, if someone else is doing something, we’re very likely to think that we should be doing that as well.

Early Studies about Social Proof

In addition to all the studies Caldini has performed, there is also plenty of other research done on social proof.

Muzafer Sherif: A Study of Some Social Factors in Perception (1935)

Sherif set out to research how individuals perceive their environment in terms of their own personal habits of perceiving. He takes into account that each individual’s cultural group plays a huge role in perceiving anything, because the groups differ in how they perceive social situations.

In layman terms, Sherif wanted to figure out how individuals’ group identity will affect their behavior. It was previously commonly thought that only the individual’s internal factors, such as, drive, attitude or emotional upset were affecting their behavior.

One concrete example he uses to justify his study deals with how each society perceives time.

Western culture is used to having seconds, minutes, hours, etc. and measuring long periods of time in weeks, months or years. However, for a tribe in the jungle of the Andamans, their calendar is a calendar of scents. Because of their connection to nature, they perceive seasons changing and time passing by smelling the air, as different trees and lianas bloom during different seasons.

In his research, Sherif asked subjects to estimate the speed and direction of a dot (that wasn’t in fact moving at all). He asked individuals to estimate these factors and then examined what groups of people estimate. He found out that when individuals are a part of a group, their perceived estimates of the movement are significantly changed.

How is this relevant for marketing and sales?

Every action we take is influenced by which social group(s) we identify with. This should be taken into account when creating marketing campaigns.

Solomon Asch: Conformity Experiments (1951)

Asch worked in the field of psychology and dedicated his career to figuring out how individuals yielded or defied a majority group and how doing either one affected their beliefs and opinions. His methods are still used today to study conformity effects of task importance, age, sex and culture.

The most famous experiment was the line experiment, where the participants were asked to do simple “perceptual” tasks. The trick was that only one person was actually the subject and other participants were actors. The subject was unaware that others were, in fact, actors.

(Photo courtesy of:

They were all asked to tell out loud which one (A, B or C) corresponded with the reference line that is on the left. It looks like a no-brainer task, but how would you react if everyone before you said with a straight face that they think A is right?

They alternated who answered first (the subject or actors) and found out that if subjects were the last to answer, they are likely to conform to the opinions of others even if they can see that they are wrong.

I’ve been in such a situation, where everyone thought one thing and I had the opposite opinion. I was one of the last people in a group of 20 to answer and I must admit that I was sweating bullets. My voice probably trembled, but I stood my ground and I remember blushing as everyone stared at me for having a different opinion. (Turns out that I was right, by the way.)

Nevertheless, the important thing to remember when using social proof is that if you get the public to your side, it’s highly likely that others will follow. Customer testimonials featuring a few people are a great way to convince people that you’re a good and reliable company.

2. Forms of Social Proof with Examples

Let’s then move on to going over the different types of social proof and examples of social proof. The core idea of using any form of social proof is that you are aiming to give your potential customers more reasons to trust your business and to wipe away any possible suspicions about you.

Let’s go!

Expert Social Proof

We trust authorities and also the industry experts and thought leaders of our own industry.

By adding expert social proof to your website, you’re adding to your credibility. People tend to mimic the things the leaders of their industry are doing in order to improve their own business.

Nowadays, it’s a common practice to add the customer logos of big brands to one’s own website. Having them there probably won’t hurt, but people are becoming more critical and demanding in terms of knowing how and why they use your product or service.

I mean, everyone knows that Google is a huge player in the market, but rather than just having their logo on your site, tell people which services they are using and what type of results they’ve achieved.

It might be a good idea to add the person working in a key role as well as their opinion about you on the site to add the needed social proof in your marketing. Getting these sort of text-form testimonials might sound like hard work, but we can help you.

By using Trustmary, you’ll be able to get those comments that you might get via email (“I love the service as our sales have increased by 150% in three months, thank you guys!”) to be automatically gathered and published on your website without bothering your high-profile customers with review requests.

Want to know more? Book a short demo here and get started on collecting those kind words and using them to grow your business.

Celebrity Social Proof

We aspire to look and be like our favorite celebrities. In some cases, they also serve as authority figures. Nevertheless, we look up to celebrities and attach positive emotions to them.

If you have a product or service that celebrities can endorse and you think they have the right target audience amidst their followers, you can try to approach them to do a (paid) collaboration with you. Naturally, it works best if they simply promote your product or service, for example, in the instagram stories, because they liked it so much.

You can easily create a branded hashtag they can use that may or may not go viral or ask them to do honest product reviews. No matter what you do, if you get them talking good about you, it’s highly likely that their social influence will get more people to at least talk about you.

Celebrities often have a large amount of followers, which means that social proof works especially well in creating brand awareness.

User Social Proof

User social proof refers to all types of success stories. These can be case studies, if they’re created by you. User social proof can also be User Generated Content (UGC) which means that your real customers are filming video content or writing about their experiences on your products or services.

More and more companies have jumped on the UGC bandwagon and encourage people to create video content, blog posts, and user reviews, which can then be used by the companies themselves in marketing campaigns.

User social proof can be used on each social media platform to reach the social networks of the people that posted the content and to target new audiences.

Sharing Instagram stories of your existing customer base is a great way to:

  1. Show how the product is used
  2. Show that existing customers are happy using it

ExpressionMed is brilliant in sharing UGC across all their social media platforms. Furthermore, their entire page is filled with user reviews and they’ve really put a lot of effort into their online marketing.

If your product or service isn’t quite as concrete, you can try other ways to share more knowledge of your services. One great example is to share the concrete benefits one has gotten by collaborating with you.

Wisdom of the Crowds

Wisdom of the crowds refers to the numbers:

  • Users
  • Downloads
  • Customers served
  • Countries covered
  • Most bought product
  • Most popular sound
  • Most liked/commented photo
  • Most read article
  • Share counts
  • Number of blog readers or email subscribers

Basically, it can be any numerical value tied to your business and its purpose is to tell others:

“Hey, this is how many customers have used our service!”

It’s used to build trust and it’s a great form to publish both on your website as well as on social media.

Here’s an example of how GlobalGiving builds trust in new donors by showcasing all the relevant numbers on their website.

And here’s how they post the results of one of their campaigns on their Instagram account to raise awareness and to show everyone what they could be part of if they donated as well.

Wisdom of your Friends

We all trust the experiences of our family, friends and colleagues. We also tend to trust the experiences of our neighbors’ cousins, if someone tells a compelling story about that. Due to our emotional bonds to these people, we think we have shared interests and are likely to take their word for a product or service over the opinions of others.

By encouraging your customer base to share a positive review on their own social media will for sure bring you more traffic. Make sure that you use review sites that allow your reviewers to also share their experiences on social media simultaneously.

Have you tried sharing the share counts of how many times others have shared their experiences? This is a great way to motivate others to do the same.

People are much more likely to share content that has already been shared 1997 times before.

Furthermore, the next form of social proof is closely linked to both the wisdom of the crowds and friends.

Negative Social Proof

Negative social proof means that you try to achieve a goal with social proof, but it has the opposite effect. In other words, people adopt the opposite behavior than what you intended.

For example, if you aim to get many social media shares for your post and state:

“Only a few people have shared our story, but it’d help us out greatly if you could”

It’s highly like that they won’t share it either. Why? Because they justify their behavior by thinking that “most people” haven’t shared it either.

This phenomenon was discovered when three researchers – Robert Cialdini, Steve Martin and Noah Goldstein – conducted an experiment in Arizona Petrified Forest, where stealing petrified wood was becoming a real problem for the park.

They divided the park into three zones and posted two differently phrased signs and left the third zone without a sign to act as the control group.

The first zone’s sign said:

“Please don’t remove petrified wood from the park, in order to preserve the natural state of the Petrified Forest.”

The second sign said:

“Many past visitors have removed the petrified wood from the park, changing the natural state of the Petrified Forest.”

As a result, the number of thefts in the second zone tripled compared to the first zone.

Conclusion on Forms of Social Proof

In conclusion, it’s important to evaluate which form of social proof works for your business.

Is it important to get industry experts? Be listed at the Better Business Bureau to appear credible? Or something else?

The most effective way to have all types of social proof in your marketing is to get current customer(s) to provide you with reviews and testimonials. That can then be easily posted on your social media, landing pages, pricing page and so on to increase conversions.

In case you need a system to automate your review collection and publishing, book a demo with us.

Together, we can increase your sales by 32% by placing social proof to where it matters the most. You can read more about how we did that for another client in one of our previous blog posts.

3. 6 Actionable Social Proof Strategies for Your Marketing

Next, let’s go over six effective strategies to boost your marketing with social proof.

1.Tell a Story

From the beginning of time, humans have shared stories about their experiences with others. It’s still done by everyone all over the world,butyou should also use it as a marketing tool.

We are 22 times more likely to remember a fact when it’s embedded into a story.

Use every type of social proof you have available to tell a coherent story on your website and across social media platforms.

How to Tell a Story?

  • Let your existing customers’ voices be heard – Make them the main character
  • Highlight the problem they had
  • Let your customers tell how you helped them
  • Focus on the emotional side, but include a few key numbers

Storytelling is more about raising emotions than about stating facts.

Here’s a great example from TANA on how to tell a compelling story by using both text and video.

Social Proof that Helps You Tell a Story

  1. Video Testimonials

Your client is the star of the show and tells their story in their own words. Let them speak freely and don’t script the filming. Ask open-ended questions. We recommend outsourcing the filming of testimonials, so that they become more authentic.

Testimonials can and should be posted on your social media and on your website. Place relevant video testimonials on product pages to convince the people who’re already considering buying from you.

You can post a short clip of the video as an ad and guide the interested audience to go to a different page to watch the whole video.

If you don’t have any video testimonials, I have good news for you. You can try our testimonial tool for free for 14 days. During the trial period, you’ll be able to figure out if your customers are satisfied enough to provide you with a video testimonial.

  1. Review Popups on Your Website

When you have someone on your website, let them know that other people have bought from you. You’ve probably seen this done by hotels and ecommerce websites (“5 people are looking at the same hotel” or “Madeline just bought this product. There are only 4 left in stock”)

Those are more about creating urgency, but focus on building trust by using the voice of your satisfied customers.

If you claim on your product pages that your services increase sales by x%, add review popups that prove your point. Not said by you, but by your happy customers.

For example, if someone is looking at our product page on measuring and reporting customer experience, it’s effective to showcase then and there that some customers actually have successfully used our product to do just these things.

2. Use Supporting Copy near CTAs

Call to actions (CTAs) are a way to get people to convert, to perform an action, such as, subscribe to your email list, go to your website, book a meeting or buy from you.

What you really need to do to convince people to act as you want is to add social proof as supporting copy next to the CTAs.

Let’s imagine that someone is scrolling through your site and sees the new product you launched. You added a “add to cart” CTA and hope that they see what a great product you have.

You drive traffic to your product page, but no-one clicks on the add to cart. You’re lacking proof that it actually works.

Try adding comments, reviews and testimonials from your real-life customers to boost the conversion rates.

Now your visitors have the masses to trust (favorited by Max and 8 more) and they have a real-life human being recommending the product.

When you add social proof near CTAs, keep in mind the following:

  1. Offer more information about the product
  2. Let your customers speak for you
  3. Highlight the comments that were the most surprising to you
  4. Do A/B testing to see which social proof boosts your conversion rates the most

3. Social Media Extravaganza

Social media is an excellent platform for spreading your social proof. Make sure that your customers and prospects feel that they can easily interact with you and to ask questions.

In addition to keeping your social media channels up-to-date, do at least the following:

  1. Make sure people can reach you through many channels (Instagram, Facebook, Twitter, Tiktok,…)
  2. Answer within reasonable time
  3. Thank everyone for their comments and feedback (even though they might be negative!)
  4. Share any positive feedback you receive
  5. Praise your advocates
  6. Consider having an industry leader or a celebrity to takeover your social media
  7. Try out influencer marketing if you’re in B2C

We all look for companies’ social media profiles to check their opening hours, reviews and offerings in general. Make it easy for your prospective customers to choose you over the competition by providing them with positive social proof in every way possible.

If you get someone to come to your social media channels, make it impossible for them to not buy from you by showing them how many people already love you and why.

4. Collect and Showcase Reviews

In order for you to develop your business, you need to know what people really think about you. Collecting reviews is an excellent way to gain insights on your business.

In addition to gaining insights, you’ll be able to showcase reviews to any prospective customers and to build trust in your brand and product.

Trustmary is a great tool for both collecting feedback and showcasing it in multiple channels –automatically. You can start your free 14-day-trial here and start improving your business while adding social proof to boost sales.

5. Use Case Studies

Case studies will take a lot of work to create, but they’ll convince even the most doubtful prospect. By creating data-driven and in-depth analysis of your services, you can make prospects relate to the problems your customers have had. At the same time, they realize that you are there to solve them.

After you’ve gathered the data and written it in a neat format:

  • Post them on your blog
  • Post them on your social media
  • Share them via newsletters
  • In case the case studies include information that is otherwise not widely share to public, create gated content to generate leads

6. Supercharge Landing Pages with Social Proof

Make social proof the cornerstone of your landing pages. Especially after the COVID-19 stopped us from meeting anyone face to face, being able to build trust online has become increasingly important.

With social proof, more is more.

Checklist for Adding Social Proof on Landing Pages

Consider having at least these forms of social proof on your landing page

  • Logos of industry leaders
  • Video testimonials
  • Social proof popups
  • Names and faces of satisfied customers
  • Key numbers (users, countries served, …)
  • Reviews and ratings from third party review sites
  • Press mentions
  • Celebrity or expert endorsements
  • Current influencer marketing campaigns
  • Customer favorites
  • User generated content (UGC)

One cool example I just saw from Granit was this UGC addition on their product page:

Use A/B and multivariate testing to figure out which elements increase conversions the most. If you’re looking for a tool to gather social proof, place it easily on your website and landing pages AND to do the testing on what it works, contact us for a demo. Or start your free 14-day-trial.

Conclusion on Using Social Proof in Marketing

The most important thing is to have as much content as possible to test out different approaches. Before you can start to optimize anything, you need to have a starting point to improve on.

Social proof marketing has been one of the fastest growing phenomena in marketing and will continue to grow in 2022. In order to be able to do social proof marketing, you need to have satisfied customers and you need to know why they’re happy.

4. 5 Actionable Social Proof Strategies for Your Sales

In the next section, we’ll go over 5 actionable social proof strategies you can use to increase your sales.

Before we do that, you need to understand two things:

  1. What does your sales funnel look like
  2. What stage your leads are at in your sales funnel

Here’s what a customer journey may look like for some companies.

Not every message works for all audiences. If someone is at the need stage and not even aware that you might be a fitting solution, they’re most likely not interested in the fact that your NPS is 78. They’re interested in finding someone to solve their problem.

Okay, now we’re ready to go over how to use social proof in your sales.

1. Counter Objections

Use testimonials from happy customers to counter any objections your potential customers might have. Research what are the most common objections prospects have about you and showcase them reviews or testimonials that counter these objections.

2. Imply that They Need You…

… Because so many industry leaders have needed you too.

Let them read between the lines that you’re the right choice to fix their problems too. Use testimonials from industry leaders and showcase the concrete benefits they have gained by using your services.

3. Add Reviews to Your Sales Presentation

Show the names, faces, titles and companies of your satisfied customers and include a short quote from them on your collaboration. Bring your satisfied customers to the meeting with you!

People assume that sales presentations are just about going over the technical details, but you can surprise your audience by showing them what others think about you and your product.

If you have video testimonials, use them with caution. You can always attach the video to an email later on, but this might be your once in a lifetime opportunity to make a good impression on them.

4. Attach Testimonials to Offers

If you’ve reached the stage where you can send an actual offer to a customer don’t lose this golden opportunity to add social proof.

They’re already at a stage where you’re a strong candidate. Give them more reasons to choose you. Spice your offer by sending them a short quote of what someone else in their industry has thought about working with you.

5. Include Happy Customers to All Communication

Every interaction counts and in the digital environment it’s easier to provide social proof examples than it is in face to face meetings.

Add Social Proof to:

  • Your email signature (short quotes, NPS score, reviews, logos,…)
  • Your short bio on social media
  • Check-out page
  • As an automated message to your chatbot while they’re waiting for you to answer
    • Helen from your area says: This product changed my life!”

Conclusion on Social Proof Strategies for Sales

These were just some examples of how you can boost your sales with social proof. The more authentic and creative your communication is, the more of an impact you can make.

You can truly stand out from your competition when you stop blowing your own horn and let your satisfied customers’ voices be heard.

5. Improve Conversions with Social Proof

In case conversion rates are a new topic for you, we recommend reading our Definitive Guide to Optimizing Conversion Rate first.

Why is social proof important? The answer lies in conversions and improving them. Once you improve your conversions, it’ll down the line lead to more sales opportunities.

Here’s an actionable check-list of things you can do to boost conversions with social proof.

Do at Least the Following to Boost Conversions

  1. Incorporate social proof into your CTAs
    1. “Enjoy the same benefits as our over 200k users”
  2. Place social proof near your CTAs
    1. Anything from logos to actual quotes from customers will work. If you have a video testimonial, your chances of performing better are 91%!
  3. Include social proof on your pricing page
    1. People who are already checking your prices are likely to convert into paying customers. Persuade them with some strategically placed social proof.
  4. Include relevant social proof on your check-out page
    1. It can increase your sales by 32% as it did for Körskortskolan.
  5. Constantly A/B test what works and what doesn’t
    1. You can read more about A/B testing in one of our previous blog posts

Trustmary is the best tool for incorporating all these factors into your business. You can book your demo here.

6. Best Software for Gathering and Utilizing Social Proof

If you’re looking for the best software for gathering and utilizing social proof, look no further. This comprehensive list will help you to choose the best software for your business.


Trustmary is the number one testimonial tool for both collecting ready-to-use testimonials and to actually put them to use effectively.

It enables your business to:

  1. Gather feedback and reviews from customers
  2. Measure NPS
  3. Simultaneously collect (video) testimonials
  4. Import reviews from other review platforms, such as Trustpilot and Capterra
  5. Automatically publish testimonials and reviews on your website with popups and widgets
  6. Do A/B and multivariate tests on which social proof converts most

In other words, the software allows companies to turn positive feedback into testimonials. In addition, it’s a tool that can be used by all teams within a company thanks to its versatile functions.


With Trustpulse, you can increase your website conversion rate with social proof by adding popups to your website.

Trustpulse enables you to:

  1. Track events in real-time
  2. Set up notifications that are actually current
  3. Track smarter with advanced targeting rules
  4. Customize the popups
  5. Get actionable analytics

It’s a great tool for setting up popups for your website that can create that fear of missing out-moment.

Smash Balloon

With Smash Balloon, you can:

  1. Create customizable social media feeds to your website
  2. Setup social feeds in WordPress without coding
  3. Get the benefits without having to compromise on site speed
  4. Leverage social proof to boost engagement, subscribers and sales

Smash Balloon is an excellent choice if you want to display the content from your social media directly on your WordPress website as well.

7. FAQ on Social Proof

How is social proof defined?

Social proof is a psychological phenomenon which means that people adapt the behavior of others when they’re unsure how to act. They assume that the masses know what to do.

How much can social proof increase conversion rate on websites?

The limit does not exist. The more personalized social proof you can showcase to each customer, the better your results will be.

Can social proof also be used to my disadvantage?

Yes, if you use the wrong type of wording it can lead to negative social proof. For example, writing “Only a few people have reviewed us. What is your opinion of us?” will most probably result in getting even fewer reviews in the future, as people tend to act the same as the majority.

Try phrasing it “Mike said that our products are really useful for him on a daily basis. Please let us know your thoughts on our product!”. Once your numbers increase, you can say “Hundreds have already reviewed us. What is your opinion?”

The Definitive Guide to Creating and Utilizing Video Testimonials

Last edited: 22.01.2022


What if you could take two of the most powerful forces online — social proof and video — and combine them into a marketing super weapon?

How awesome would that be?

One can dream. And in this case, one can do.

I’m talking about video testimonials.

Video testimonials are real stories by real customers that let the viewer see with their own eyes why someone just like them fell in love with the product.

Social proof has always been important. Now video is taking over the internet. Video testimonials combine both for maximal impact.

I think you should pay attention.

In this guide I’ll walk you through video testimonials from A to Z. In the guide, you’ll learn:

– What video testimonials are.

– Why they are important.

– How to create them.

– How to utilize them.

You’ll also get to see a few great ones for inspiration as well as learn what approaches work best for different budgets and different target audiences.

Let’s dive in.

What are video testimonials and why are they important?

Video testimonials are videos in which your customers share their story of how they fell in love with your product.

Video testimonials tell stories. The real stories of real customers who came across your company, got curious about it, decided to take a chance and ended up falling in love with their purchase.

Let’s take a look at an example:

See? It’s like a product review on Amazon, but instead of text, the customer appears on a video talking about their experience with the product or service.

And video testimonials are specifically gathered by companies for marketing purposes, so they feature the selected few, happiest customers.

How are they used?

Video testimonials help you to increase the trust between you and the customer. This comes handy both in marketing and sales. Indeed, video testimonials are used by companies in creating awareness and interest as well as increasing conversions.

In marketing, video testimonials can be used on

– social media posts

– company’s website

– advertisements for streaming services (think YouTube ads)

– TV advertisements

In sales, video testimonials may be used to directly increase conversions from your website on

– landing page, product page, home page

– popups (including exit popups)

– abandoned cart emails

The use cases for video testimonials are numerous. Nowadays with high-speed internet connections and powerful smartphones, video works on almost any part of any website on any occasion.

Nice theory, but does it work?

Yes. Next, I’ll show you how and why — with data to back it up.

Why are video testimonials important?

Companies are using video testimonials increasingly because:

  1. Consumers trust peer reviews more than advertisements
  2. Video is much more powerful than text
  3. Video testimonials have been proven to work

It all begins with trust.


What’s the first thing on your mind when you’re looking for information about something to buy?

“Sounds good, but can I trust this?”

When you google a product or service, it’s easy to come across praise and hype.

And yet, you want to find the words that you can trust.

Easier said than done.

That’s why reviews are so popular.

People are suspicious — rightfully — of companies’ sincerity in their marketing. Companies are, after all, known to sometimes bend the truth to sell more.

Other people, on the other hand, are considered much more trustworthy.

In fact, 9 out of 10 people say they trust what a customer says about a business more than what that business says about itself. (WyzOwl)

And perhaps surprisingly, 88% of people trust online reviews as much as they trust personal recommendations (Vendasta).

Consider yourself as an example. What did you do the last time you were looking for a new item to buy or a new restaurant to try?

Chances are you looked up reviews on Amazon, Google Maps or some similar platform.

This is called social proof: the reliance on our peers’ judgment in our own decisions. And it’s very powerful.

Let’s look at some more research.

According to research by Bizrate Insights

  • 91% of people read at least one review before making a buying decision.
  • 55% read four or more reviews.
  • 14% read ten or more reviews.

This is current data from 2021.

The research demonstrates a clear trend:

People trust people, not companies.

Now, let’s look at the other reason why video testimonials have become so popular in marketing: the power of the video format.

The power of video

Video has taken over the world. That’s a grandiose statement to make, but perfectly accurate.

In fact, video has become the preferred content format online.

The evidence is clear:

YouTube is the second most visited website in the world (Alexa). Only Google beats it. And YouTube is just videos.

Reflect on that for a moment.

Consider also the rise of video-centered social media in the recent years.

TikTok is the 7th most used social media in the world in 2021 (Statista). On TikTok, users don’t even have to search for videos to begin with, so the experience is essentially nothing but video after video.

And how much time do people actually spend watching videos on these platforms?

On YouTube, people watch over 1 billion hours of video every day (Oberlo)

And the average American? 24 minutes per day watching YouTube (Digital Marketing)

I think it’s safe to say that people love video. Why?

Video is much easier to digest than text. You get more information than from text while still being entertained.

Video is what people want — something to keep in mind when talking to potential customers.

Finally, the third point:

Video testimonials work

2 out of 3 consumers say they’re more likely to make a purchase after watching a testimonial video. (WyzOwl)

And what’s the experience of the marketers?

  • 70% of marketers say video converts better than any other medium. (Forbes)

That is convincing. But there’s more.

  • 86% of businesses now use video to help market their product and services (WyzOwl)
  • 93% of marketers report that video on social media has helped them get new customers (Animoto)

And clearly, video pays off:

  1. 99% of marketers state that they plan on continuing using video as part of their digital marketing in 2021. (WyzOwl)

That’s how useful video is for marketing.

Now you understand why video testimonials are an indispensable marketing asset. They tap into people’s natural reliance on social proof and they deliver the message effectively with the power of video. And they’ve been proven to work in marketing.

But how can you create video testimonials?

You’ll learn this in the next chapter.

How to create video testimonials: the three options

You’re probably thinking: creating a video testimonial must be a hassle.

How to get people to appear?

How to get them to talk?

How to film and edit?

And so on.

You might be surprised to learn that there’s an affordable and easy way to collect, process and utilize video testimonials: by using video testimonial software. I’ll explain this in detail in a bit.

Of course, you can also go by the way of hiring a professional video production team or just do it all yourself.

So, the three ways to create video testimonials are:

  • Use video testimonial software
  • Hire a professional video production team
  • Do It Yourself

Which one suits you best?

Using dedicated software is affordable and fast and allows the collection of large numbers of testimonials.

Hiring a professional videographer is expensive and possibly time-consuming but will produce stellar quality, just like a TV ad.

Finally, doing it yourself allows for the greatest creative freedom — but comes at the expense of you having to learn everything and spending a lot of time and your own resources on the project.

Which one should you choose? Your budget and resources determine the answer in part.

But the more essential question is:

Who will be watching the testimonials?

Consider this: if you’re looking for reviews on comfy mattresses on Amazon, what are you looking for — polished celebrity stories written by a professional copywriter? Or perhaps real, short, unscripted thoughts shared by folk like yourself?

Of course the latter.

People want to see themselves — that is social proof.

So, remember to make the video relatable to your target viewer.

Now, let’s take a closer look at the options.

Video testimonial software

What is video testimonial software?

Video testimonial software is software that allows the collection, editing, publishing and utilization of video testimonials — largely automatically.

The key function of video testimonial software is to allow customers to film their own video testimonials that the company can then use for its marketing efforts. This saves time and resources and allows the collection of numerous testimonials.

Here’s an example of a video created with video testimonial software (it is in Finnish):

Real, relatable, trustworthy. Not an Audi advertisement.

And that was created without almost any effort from neither the company nor the customer — the software automates the whole process.

How does it work?

Here’s how the software works:

The tool allows you to send your customers a form asking them to record a video testimonial. This is usually automated. The form is simple and elegant, greeting them and thanking them for their purchase and asking them if they’d like to record a video testimonial. The form may guide the respondent with a few useful questions to answer on the video.

The customer only has to agree and click “record” and then “send”. Effortless.

Upon filming and clicking send, you (the company) receive the video and can edit, publish and share it online.

Err, wait — are people really willing to appear on camera just like that?

So in short, yes, people are willing to appear on camera just like that.

Here’s the trick to get it done:

When you identify the clients that are super happy with your product, they WANT to praise your company. They’ll be happy to serve as spokespeople for you, since you really helped them in their lives.

The only thing you need to do is to make it easy for them. Quick and effortless — and with a little bit of encouragement.

Still not convinced? Don’t worry, I’ll talk about this in greater detail in the next chapter once we get there.

What are all the features of video testimonial softwares?

Typical features of video testimonial software include:

  • Creating forms for requesting testimonials (templates are usually available)
  • Tools for the customer to easily record and send the video
  • Publishing the videos on various channels such as company’s website and social media

Some more advanced features found on certain tools include:

  • Using surveys such as NPS and CSET for measuring customer satisfaction together with the video request
  • Adding logos, branding and subtitles to the videos (sometimes automatically)
  • Features for collecting longer videos for different purposes such as in-depth case studies

Average cost per video testimonial

Of course, it depends how many video testimonials you get from your customers since the software typically comes with a flat monthly or annual fee and then you can collect as many videos as you can with the same price.

Not convinced that software is for you?

Maybe a professional videographer is. Let’s take a look at that.

Hiring a professional videographer

Hiring a professional videographer used to be the standard way of producing video testimonials before software and easy DIY tools became viable alternatives.

In fact, that’s how we got started: Trustmary started out as a video production team, filming and producing testimonial videos for clients in our homeland Finland (yep, it’s cold) before going international and producing thousands of them in 20+ different countries.

We went on location with our gear, filmed the testimonial (with gloves on in Finland), edited and processed it and produced a polished final product for the client. It worked, but we thought: there has to be an easier way to do this.

So, we took our experience and expertise in professional video production, brainstormed more efficient ways to create video testimonials and so was born the software tool that we are now proud to have as our flagship product.

And what exactly did we learn in our years as video producers?

We learned that when it comes to testimonials, by using quality software you can:

– get quality that is high enough and actually just right for an authentic testimonial video

– get it done a lot faster, cheaper and easier than by the way of hiring a pro

Here’s the thing: when it comes to testimonials, that picture-perfect cinematic look is usually actually counterproductive. It’s not relatable anymore if you focus too much on polishing the visuals of the video instead of just getting the authentic message out.

Therefore, a simpler, more casual video with a DIY-feel works better in increasing trust. That’s why software that simply allows the filming of largely unedited videos is just right for the job.

However, we recognize that at times that Hollywood look is exactly what you’re looking for: on high-value projects or when the target audience themselves are Hollywoody folk.

So let’s go through the details of hiring a pro — after all, sometimes it’s exactly what is needed.

Take a look at this testimonial produced by us:

It’s like we’re in the movies.

Whether this is what you’re looking for depends on your target viewer. For ordinary people looking for peer reviews, an overly polished video may come across as inauthentic. On high-value projects, it may be exactly what is needed.

Nevertheless, hiring a pro is expensive.

How expensive?

From a few thousands up to tens of thousands U.S. dollars or Euro. Consulting, filming, editing, gear, travel to location — it all adds up.

It also takes time as the videographer will do their editing on their own time, on their own terms. The editing may take days if not weeks in huge productions.

Finally, you’re not completely off the hook yourself as you need to design the script and the interview questions yourself if you are not partnering specifically with a testimonial video agency. It migh take some of your time as well.

Consider your resources and your target viewer. A professional video producer may be essential to your marketing campaign’s success, or it may be an enormous waste of money.

Do it yourself

Of course, you can also do it all yourself (probably the most expensive and high risk that you won’t get it done in the end :).

Creating a video testimonial entirely in-house offers flexibility, creative freedom and avoiding external costs — in theory. In practice, it can be a costly headache.

If you’re looking for simple, phone-filmed customer stories, you may have all the gear and talent needed for the project but you still need to get the customers to appear on camera. This may involve travel to location or paying them to get to you.

Time and money spent.

And if you want professional quality, you need to get expensive gear and learn videography and editing software.

Time and money spent again.

In a nutshell, producing testimonial videos in-house is painstaking. In general, it is not recommended.

However, if you have a specific kind of testimonial in your mind that you think you can best create on your own, then in-house production may be the way to go. Just be aware of the almost inevitable hassles and expenses that will incur.

How to ask customers for testimonials?

This is the scary part. Asking for a favor from a stranger — not fun, right?

But your customers are not strangers. And more importantly, your happy customers are not strangers — they know and LOVE your product. They are like your friends!

Doesn’t seem so hard anymore, does it?

Now, I want you to take a look at a typical testimonial request to see how it happens in practice.

But first, imagine that you’ve already bought something from the company — say, an ergonomic office chair — and you LOVE it. You’ve already been thinking in your head:

“This company saved my back, they provided exactly what I’ve been looking for. They rock!”

And now, you’re greeted with this in your inbox:

How do you feel?

See. It’s not so difficult. A satisfied customer only needs a little bit of encouragement and good vibes to agree to film a testimonial — and as long as the process is easy, they do it right away. One click to record, one click to send. Voilà!


Now that you’ve identified who you want to approach and how to reach out to them, it’s time to figure out what to say to them — or more specifically, what questions to ask to help them talk about relevant things.

As the customers that agree to film the testimonial are already your fans and want to provide a review, they don’t need all that much questioning — they have something to say anyway. But to make the process smooth and get the best possible result from a marketing perspective, you need to consider two things:

  • how to make it effortless for the person filming the testimonial
  • how to make it relevant to the person watching it

The one giving the testimonial

The person filming the video likes you and wants to talk.

But they have limited time and they may be camera shy. They also may go off tangent and ramble at length about something irrelevant.

To avoid this, you need to make sure that you guide the talking with a few short easy questions. Ask something to get them talking, something easy.

Consider who they are. A company executive may be prepared to talk at length about complicated subjects, but someone who just bought a toy for their kid might be perplexed at such questions.

The viewer

The person who is watching the testimonial is watching it for a reason. They already have some degree of interest in the subject, but they’ve got questions. Or at least one.

They may be wondering something generic.

Is the product any good?

Is the company trustworthy?

Or something ultra specific, like

Is the office chair good for someone with pain around the sacrum region of the spine?

Either way, you should try to address their concerns as precisely as possible.

To achieve this, you need to ask the right questions — essentially, the questions that the viewer is asking.

In essence, the video has to answer the questions in the mind of the viewer.

Makes sense, right?

I’m sure by now you see that there are no perfect questions that fit every purpose, as every customer segment is different.

There are of course generally useful questions that are suitable for many situations — and for these situations, there are helpful templates available so that you can quickly assemble forms with the appropriate questions.

But if you want to create your own questions, it’s better to consider the circumstances in detail and construct your own instead of picking your questions straight from some purported “best questions” list. They rarely deliver.

But don’t worry, I’ll give you a few good examples too. I know you want to see them anyway. 🙂

Now that you know how to make and get video testimonials we can already move on to how to use them.

How to use video testimonials

Social proof adds credibility to anything you do in your marketing and sales.

Therefore, a testimonial can be utilized in any part of the sales funnel.

And since everybody has a smartphone and a laptop, you can use video-form testimonials in almost any situation.

Let’s cut to the use cases straight away.

I’ll start with marketing.


Social media

On social media videos can be embedded in short posts promoting the product or service in a way that fits right into the social media canvas: short, casual, relatable — in video format. A few lines of text and a video.

On website

Not everybody visiting your website is ready to convert right away. They may still be in the early stages of consideration. To convince them that you’re worthy of their money, you may display testimonials in various parts of the website.

Here are some ideas for the placement of testimonials on your website:

  • home page for any casual browser
  • a dedicated testimonials page for the diligent researcher
  • landing page or product page to be ultra-relevant to the visitor
  • checkout page to convince the almost-decided buyer to finalize the purchase
  • exit intent popup to remind the uninterested that you’re the real deal

You can also utilize your website’s analytics to see where people spend time and consider adding a testimonial there.

Advertisements (for streaming services, television etc.)

Testimonials are not your traditional advertisements, as they’re unscripted and just real customers talking on their own.

But they can nevertheless be USED as advertisements — often far more powerfully than the traditional scripted types.

You’ve probably already seen customer testimonials on YouTube ads. Yours could be there as well — or even on television. Why not?


So, your prospect has reached the decision stage. And here, social proof matters just as much as in the previous stages, if not more.

In one case study, simply adding a testimonial increased the conversion rate by 34%.

Let’s break it all down.


The use of testimonial videos on your website for sales purposes is largely similar to the marketing uses as described in the previous chapter.

That’s good news for you, as the testimonials will work both for the prospects just getting to know your brand as well as the ones at the verge of clicking buy.

To close the sale, placing testimonials as close as possible to the moment of buying is good practice. Consider for example:

  • exit intent popups to assuage the doubts of a visitor exiting a product page
  • checkout page to convince the buyer almost ready to click buy
  • a product page to be ultra-relevant to the prospect

Abandoned cart email

Another good place for a testimonial is the abandoned cart email.

Abandoned cart emails are tough — every wording seems somehow inadequate. A testimonial here will make the persuading words redundant. Let the video do the talking.


You know the usual sales deck: one page after another with text, images and graphs that try to catch the prospect’s attention.

Sure, it’s a tried-and-tested approach and works just fine.

But here too video can add power to the punch.

You can utilize video in your pitches and presentations in many ways:

  • Incorporate a video testimonial into your sales deck (embedded directly into the slideshow)
  • Show a video at any part of your in-person sales presentation
  • Use a video testimonial alone in the place of a sales deck

If you decide to incorporate a video into your sales deck, you should embed it directly to the slideshow to avoid any friction. The major slideshow tools like PowerPoint and Google Slides allow you to embed a video into a slide presentation easily and seamlessly. It’s important for the video to appear seamlessly without the need for opening links and opening media players in the middle of the presentation: that would ruin the flow.

If you’re giving a presentation in-person, showing various documents, graphs and videos to one or more prospects, it’s easy to interject “by the way, I thought you might be interested in what our customer Jane says about our service” and click play. Smooth and efficient.

And finally, you might consider using a testimonial video alone in place of a sales deck. It may seem a bit risky to completely do away with the sales deck, but think about it: if the customer appearing on the video goes through all the relevant issues in the testimonial, wouldn’t this be the most concise way to get through to the prospect?

This may work well if you’re cold emailing a prospect. Trying to get a stranger to go through your sales deck may be quite difficult: get them watch a testimonial video — perhaps a tad easier.


Everybody’s got a sales proposal. How can you stand out?

Adding a video testimonial is a sure-fire way to catch the prospect’s attention. Text-form testimonials are commonly used in proposals anyway, so video just supercharges the already tried-and-tested format.

If you think of the problems with proposals, they are:

  • the prospects are busy and hastily skim through the proposals
  • every company’s proposal looks the same (text, graphics, same old formats and wordings)

Adding a video testimonial to your proposal can help to:

  • catch the prospect’s attention and keep them engaged
  • help a busy prospect quickly absorb what you want to say
  • make it memorable and stand out from the others

Bottom line

Everybody’s got a smartphone and a laptop. Testimonial videos are usable in nearly every imaginable marketing and sales situation. Be bold and creative — if there’s a possibility to use video, just do it. The results may surprise you. 🙂

Video Testimonial widget templates for website

Examples of great video testimonials

Employee video testimonials

Best software for gathering video testimonials

You’ve made it this far.

Considering the options now?

There are a handful of software dedicated to gathering video testimonials on the market — and in my opinion, these are the four best.

Let’s take a quick look at each of them.




To sum it up

So, we’ve made it here. Now you know what video testimonials are all about and what are the different ways to start using them.

Let’s do a quick recap of the main lessons to not forget them:

1. Video testimonials are an increasingly popular marketing tool combining social proof and video

2. Social proof is essential

3. Video is huge and getting huger by the day

4. The use cases for video testimonials are numerous spanning the whole of the purchase funnel

5. Creating video testimonials is easy and affordable with dedicated software

The Ultimate Guide for Collecting and Using Testimonials

Last edited: 22.01.2022

Testimonials are the most powerful marketing and sales tool.

“I don’t know how I survived without this before” — Charlie Customer

Quotation marks, a few words and a name — and you’ve got yourself an ad more powerful than your copywriter could ever dream to create. And your customer did it for you!

That’s the brilliance of customer testimonials: powerful words supplied by the customers themselves and made believable by virtue of social proof.

Customer testimonials are your opportunity to let your customers do your marketing for you.

And they’re not just words. They’re also videos, five-star ratings, before-and-after photos. There’s a format for every imaginable use. And they’ve been proven to work.

In this guide, we will walk you through testimonials and explain how to use testimonials effectively instead of just posting a company logo of your biggest customer on your website.

Continue reading to learn:

  • What testimonials are
  • Why testimonials work (with evidence to back it up)
  • How to utilize video, audio and photos to supercharge your success story section on your website
  • How you can create and utilize them

Let’s get to it.

Table of Contents

  1. Defining Testimonials
  2. Importance of Testimonials
  3. How to Gather Testimonials (with Examples!)
  4. Best Ways to Use Testimonials in Marketing
  5. Utilizing Testimonials in Sales
  6. FAQ on Testimonials

1. Defining Testimonials

Customer testimonials are the honest words of your happiest customers telling everyone why you rock.

Customer testimonials tell the real stories of your customers. The stories of how once upon a time someone just like you had a problem, searched for a solution, found a product, took a chance with it and ended up falling in love with it.

More technically, a testimonial is a snippet of text, video or audio used for marketing purposes in which a satisfied customer shares their experience with a product or service and recommends it to the reader/viewer/listener.

Let’s take a look at one:

Click here to go the testimonial video on Youtube.

Let me ask you something. How did watching that make you feel?

I’m guessing: positive, but in a casual everyday kind of way. And that’s exactly why testimonials are so brilliant:

Words of unblushing praise that still manage to come across casual and relatable. Those are the main ingredients of effective testimonials.

A copywriter wouldn’t get away with this: their words would be seen as untrustworthy. But since testimonials come from real clients, they are trusted. In fact, 72% of people say that they trust a business more after reading positive testimonials and reviews about them.

This is called social proof. It’s people’s natural reliance on their peers’ judgement to show them how to act in new situations. We wrote an extensive article on social proof and you can read it here.

Testimonials vs Reviews

Are testimonials and reviews the same thing? Not exactly. There’s a huge underlying difference.

Reviews are customers’ honest thoughts on their purchase, positive or negative, shared spontaneously. You know, the ones you see on Google Maps for restaurants or on Amazon for any gadget.

Testimonials, on the other hand, are exclusively positive customer stories collected specifically for marketing purposes. They can simply be picked out from a bunch of reviews or they can be requested from the customers on the company’s own initiative.

This example is from Acon’s website. This is an excellent example of how reviews can also be testimonials. However, the last one written by Benjamin counts only as a review, as it contains some negative aspects as well.

Testimonials are much more than just positive words by your customers. They are actually incredibly versatile. Let’s look into that next.

Different Types of Testimonials

When we talk about testimonials, we tend to think of those glowing words together with 5 stars somewhere at the bottom of a website. In the B2B context, testimonials are mostly quotes from customers accompanied with their name, photos, title, and company they work for.

But they’re actually much more than that. They range from a few words to longer testimonials.

Testimonials can be:

  • Videos
  • In-depth case studies
  • Case stories
  • Interview testimonials (can be podcasts, articles, or a part of a webinar)
  • Social testimonials (tweets, videos on Youtube or TikTok, Facebook and Instagram posts)
  • Influencer testimonials (=paid collaborations)
  • Quotes
  • Or a combination of all of these

Here’s one example of a testimonial page from Staria:

When you enter their “Customers” page, you can see that they have included their biggest customers’ logos to boost trust. Furthermore, they’ve benchmarked their ideal target market sections and let you easily filter the relevant one for each user.

Did you notice that green “Videos” CTA there? If you have video testimonials, highlight them because they’re easily your best testimonials in terms of conversions. According to Forbes, videos were already in 2010 becoming the critical information source for senior executives.

In 2022, their meaning is even more highlighted, as we can’t meet people face-to-face like we used to. Give your potential customers the information they crave for: Show them you can be trusted.

Place your best testimonials everywhere: on front pages, landing pages, on dedicated testimonial pages, exit popups, blog posts, outreach emails, social media channels, as a QR code on a lamppost on a street or even on your physical sales presentation booklet.

The use cases for testimonials are numerous. They can be used in both marketing and sales at any point of the sales funnel. They can be the first thing that captures your potential customers’ attention, and they can just as well be the final thing that gets them to finalize their purchase on your website.

If that didn’t convince you on the importance of testimonials, let’s have a look at some statistics to further prove their meaning.

2. Importance of Testimonials

Here’s some hard data to convince you that you need to start using testimonials.

92% of consumers read online reviews and testimonials when considering a purchase.

95% of consumerssay that reviews — both negative and positive — influence their buying decisions.

88% of consumers trust online reviews as much as they trust recommendations from a friend.

What do marketers think?

Well, 89%of marketers say that customer testimonials have the highest effectiveness rating for content marketing. In other words, a good testimonial is one of your most powerful marketing materials.

We’ve now established that:

  1. People care about what other people have to say about a product or a service
  2. Marketers have found testimonials to be very useful in increasing conversion rates and generating leads

That’s what we’ll show you in the next chapter. Or if you’re busy to get started right away, start your free 14-day trial at Trustmary, the best testimonial software there is.

3. How to Gather Testimonials (with Examples!)

There are two primary ways of gathering testimonials:

  1. Look for existing testimonials all over the internet
  2. Ask your happy customers to provide you with one

Option 1 skips the need to create a new testimonial, and instead taps into the many existing testimonials all over the internet. (Yes, there are many.) But this method runs into a number of challenges, such as obtaining permission to use the testimonial as well as the quality and relevance of the testimonial for your purposes.

Option 2 has you reaching out to satisfied customers that might be willing to create a testimonial. You reach out, guide them through the process and do the necessary production work. May seem cumbersome, but it’s actually surprisingly easy and gets you extremely valuable testimonials that are laser-focused on exactly the themes that matter.

Both options have their pros and cons, but there’s one thing that is true to both:

Trustmary is the easiest way to collect both of them.

It allows you to:

  1. Import reviews and testimonials from the biggest review sites (Capterra, Trustpilot, Yelp, G2, and Google)
  2. Automate the process of constantly collecting testimonials by offering you integrations to your CRM (such as Hubspot and Pipedrive).

Book your demo here to get started.

However, let’s look at the details of the different ways of getting those customer stories for your use in case you want to choose to everything on your own without a great testimonial tool.

Look for Existing Testimonials

You may not realize this, but chances are that there are already many great testimonials and raving reviews of your company and your product or service out there. Trust us, there are opinions expressed about you out there.


  •  Social media
  •  Emails from your customers
  •  Any encounter or interaction with your customers
  •  Third party review sites (Trustpilot, Google, Yelp etc.)

Let’s look at them in more detail.

1. Social media

Social media channels are a goldmine for finding customer feedback, including raving testimonials that aren’t overly formal.

People love social media, and they go there not just to observe; they go there to be social, to participate.

That means voicing their opinion, sharing recommendations and tips, complaining and venting, everything. If your product is good or you always give excellent service to begin with, you’ll most likely find great testimonials on social media.

You can find these by simply doing Google searches for your brand name on a given social media. You can also utilize various social media monitoring tools that analyze what’s happening in your social media. The social media platforms’ own analytics tools may be useful too.

The problem with getting new testimonials from social media is that:

  1. People might have a private account so you’re unaware of possibly your best advocates
  2. You have to ask for permission to use the content separately from each individual.

Emails from Customers

You probably engage in some sort of email correspondence with your customers. These emails often contain spontaneous praise of you that you could utilize in your marketing, if you had the permission to use it publicly.

If a customer spontaneously sends you an email thanking you for a lifesaving product, the praise is self-evident.

But even if they’re reaching out to you just to inquire about your shipping methods, you may be surprised at what brilliant copywriting they’re giving you free of charge:

“Thanks so much! You guys have the best customer service on the planet!”

See? Testimonials are everywhere! Again, you have to ask whether you can post that publicly or not. I mean, how many times have you already wondered whether you could use this or that quote on your website, but are simply too shy to ask your customer for permission?

Any Encounter with Customers — We Mean Any

In-person encounters; physical thank you notes from your most dedicated customers; phone calls. Any encounter with your customer may yield words of praise that you can use for marketing. Keep your eyes and ears open.

Third Party Review Platforms (Trustpilot, Google, Yelp etc.)

The third-party review platforms are an obvious source of testimonials. A huge amount of reviews inevitably contains many positive reviews suitable for marketing use.

The usual way to incorporate reviews from these platforms into your marketing is simply to use a widget to embed the reviews as they are onto your website.

Bottom Line: Testimonials Are Everywhere

The bottom line is that there are plenty of words of praise out there just waiting to be seen. It’s incredibly effective marketing-wise to have even a short testimonial written by a real person.

It’s virtually impossible to build credibility and brand awareness online without using testimonials in some form.

Ask for Testimonials

Yes. You can also just ask for them. And this is actually generally the better way to do it if powerful, focused testimonials are what you are looking for. Statistically speaking, 72% of people will write a review if you ask for one.

Asking a stranger for a favor understandably feels a bit awkward.

But here’s the thing: they’re not strangers. They’re your customers, and most importantly, they’re your HAPPY customers. I mean, you’re not reaching out to your dissatisfied customers for a testimonial.

Take a look at this:

Doesn’t seem so difficult anymore, does it?

Your happiest customers already love you and your product, and they have great things to say about you in their minds. Many of them will be willing to share with the public what they think as long as you approach them in a gentle and polite manner, encourage them a bit and make the process easy for them.

You’d be surprised but people actually are frequently willing to appear even on a VIDEO testimonial just by asking them! (With Trustmary, you can also get video testimonials. Just saying.)

Now that we’ve gotten over the fear of asking for a testimonial, let’s look at some other practical ways to do this.

1. Email

Email is one of the most practical ways of getting your customers to write or record a testimonial — even a video.

The basic template is as follows:

  1. A friendly greeting with something personal about the customer
    1. “Hey Peter! We hope you’ve liked our software so far.”
  2. Ask them if they’d like to give their thoughts
    1. “Would you like to do us a favor by letting us know your thoughts after the first two week of use?”
  3. Ensure them that it’s easy and quick and that they can’t do it wrong
    1. “It will take less than x minutes to do and all feedback will help us to further develop our product”
  4. Step-by-step instructions and guidance (as easy as possible!)
    1. “*enter instruction*”
  5. A thank you
    1. “We highly value your feedback!”

Email is great because it’s so versatile and easy to use. You can tailor personalized messages to different customer segments or even individual customers or automate the whole process. There are software tools, such as Trustmary, that allow for efficient automated email requests using ready-made templates.

2. SMS

Sending an SMS to request a testimonial works largely in the same way as email, but remember to keep the message shorter and simpler. Just get to the point and give them a link to giving the testimonial.

The most effective way to get good testimonials via SMS is to send the request right after they visited your location or bought something from you. If you send out automated mass SMS’, make sure that you’re sending it at the appropriate time, and not, for example, in the middle of the night.

3. Website

Your website is one of the places to collect testimonials.

Featuring an option to give a testimonial on strategic locations on your website is efficient, because when people are on your website, they’re there for a reason — quite possibly because they like you and are a returning customer.

You can ask for testimonials, for example, in your chatbot or as an optimized popup. Consider offering them an incentive for reviewing you now. You can also try to motivate them by appealing to their core values.

“Are returning customer! Click this link to rate your experience so far to get a -10% discount code for your next order. Your review will help future customers to make better decisions which will help the environment, as there are fewer returns!”

5. QR code

QR codes can be placed anywhere in your physical location and on brochures. They are an efficient way to direct people directly to your review form.

6. Social media

You can encourage people to tell their experiences from their own perspective on your different social media platforms.

It might be a good idea to show them examples of what your company considers to be a good testimonial. In case you have really specific features in your product of service, make sure to mention that you are looking for feedback on them specifically.

That being said, encourage people to be as genuine as possible. Their comments should come from the heart instead of sounding like a written interview.

Remember to thank for each comment you get! You can consider launching a giveaway campaign where you giveaway something once you’ve received a certain amount of testimonials.

7. Personally (face to face, call)

Making personal requests might be a little too time-consuming (and it’s most definitely not cost effective), if you’re looking for getting even dozens of quote testimonials for your business.

However, if you’re starting from scratch, being personally in touch with your happy customers can be a good place to start collecting the first ones. After having a handful of testimonials, you can start using them as examples to get some more.

At the same time when you’re collecting testimonials, you can have some really meaningful conversations with your customers about why they’re using your services in the first place.

Conclusion on Gathering Testimonials

If you’re trying to get glowing testimonials of your product or service, be precise in phrasing your testimonial request to be exactly what you want.

If your potential customers are mostly interested in your product features and how they function, ask different customers to share their positive experience on each feature separately. Share alongside with your request some testimonial examples that others have provided you to be really specific.

Many companies aren’t using their most powerful tool, customer testimonial, to the fullest. Think about it like this: If all your future customers were to look at your testimonial page right now, would that buy them over? Or would they rather go to your competitor?

Having at least one customer testimonial is a start. Having positive feedback (and even some negative reviews) for each of your product or service components will, however, boost your growth in ways you cannot even imagine.

4. Best Ways to Use Testimonials in Marketing

Because testimonials come in so many shapes (text, video, audio) and sizes (short and long form) they are suitable for many different marketing channels.

Also, their utilization of social proof makes them relatable and suitable for situations where more traditional salesy and pushy marketing wouldn’t be appreciated.

Let’s cut to the chase.

Social Media Paid Ads

Testimonials are a particularly good fit for social media.

Consider this: as explained in a previous chapter, social media is an excellent source of testimonials, as that’s what people do there — share their experiences.

This naturally means that social media is also the perfect platform for publishing the customer stories you’ve procured yourself. It’s the perfect platform, because the testimonials naturally popup there anyway, as people are telling about the good and bad service they’ve got.

Testimonials and social media really are a match made in heaven.

Basically, only your imagination is the limit. You can use text, video, star ratings, images, and even case study testimonials, whatever you want. Add explanatory text or just leave as it is. It fits well among the non-paid posts and doesn’t stand out awkwardly like paid ads usually do.

Remember to keep the message short. Two or three paragraphs are a often the maximum, where the sentences are short, on-point and each carry a powerful message.


I know what you’re thinking. TV is for the big budget productions — cinematic ads of German cars and Swiss watches.

This is partially true, but not completely. There’s plenty of advertising on television that also tries to be relatable and authentic, not too Hollywoody. Yet the advertising often fails, because it looks — well, like an ad.

A video testimonial fixes this problem. It looks real because it is real.

Influencer Testimonial

There are a lot of influencers nowadays that will advertise your product or service on their platform. It can be anything from Instagram to their blog post to creating a whole video series around your brand.

The great thing about influencer marketing is that you get to tap into the followers the influencers already have. However, you need to choose the right influencer to promote your product in order for it to be beneficial for you.

For example, Wello2 is a great example of a company that has tapped into the influencer testimonial game by getting a famous musician, Bernie Shaw from Uriah Deep, to recommend their product on a video. It’s clearly shot with an extremely low budget and Shaw is speaking freely and not acting.

With this material, the product can be further marketed to other musicians.

You can see the short video here.

An easy way to try out influencer marketing is to try to find micro-influencers that have a very niche audience that is also the key customer profile for your company.

Recently, I’ve noticed that many Youtubers have done collaborations with different brands. One great example is Scrub Daddy that produces cleaning products that has started to work together with an extremely popular Finnish youtuber, Aurikatariina, who cleans people’s extremely messy apartments for free.

Aurikatariina cleans to help out people that are in dire need of help, and the apartments are filthy. She has used Scrub Daddy’s products for a long time already, but has since their official collaboration started to clearly highlight different products she uses.

Her channel on Youtube has 1,09 million subscribers and her TikTok account has 5,5 million followers. Those are people that are inspired to clean thanks to her cleaning. And it’s not hard to guess which products her followers are using to clean.


Audio testimonials are a thing too. To hear the excited voice of a real customer instead of the company’s salesperson or of a famous broadcasting voice adds credibility and is sure to get the attention of the listeners’ ears.

On website

People who end up on your website are most likely interested in your offerings, but not necessarily ready to buy yet. They may be in the early stages of consideration: weighing the pros and cons, looking for evidence.

Enter testimonials: a carefully placed, relevant testimonial may serve as an incredibly powerful decision-making factor in the purchase process.

Good places on your website for testimonials include:

  • Home page for any casual browser
  • Dedicated testimonials page for the diligent researcher
  • Landing page or product page to be ultra-relevant to the visitor
  • Checkout page or pricing page to convince the almost-decided buyer to finalize the purchase
  • Next to CTAs to function as supporting copy
  • Exit intent popup to remind the uninterested that you’re the real deal

You can also utilize your website’s analytics to see where people spend time and consider adding a testimonial there. A/B and multivariate testing are key here.

In Blogging and Content Marketing

The content you publish can be a good spot to feature a testimonial in.

As mentioned before, social media is a natural medium for testimonials. You may incorporate testimonials of various kinds, including lengthy case studies into your social media posts.

Your content on your website can also feature testimonials. Consider writing case studies as blog articles or incorporating a quote testimonial as a part of a longer blog post.

Conclusion on Best Ways to Use Testimonials in Marketing

The more testimonials you have, the better. Unfortunately, that’s still not enough. You need to constantly figure out better ways to reach your target audience with the right message that speaks directly to them.

At this very moment, your future customers are looking for someone to fix their problem. Make it easy for them to:

  1. Find you
  2. Make the purchasing decision by providing them enough evidence

A testimonial only becomes a good testimonial when it works like it should: It brings in more leads and customers.

5. Utilizing Testimonials in Sales

Just like in marketing, the use cases for testimonials are extremely versatile in sales.

1. Outreach

Outreach is scary. Cold calling, cold emailing… I’ve got shivers already.

Why not warm it up with a testimonial?

Think of all the times you get an unanticipated email from a company that you’ve perhaps given your email for but don’t otherwise remember much about — you immediately feel annoyed and are tempted to just mark it spam.

But if you do take a glance at it and give it a quick skim, words of assurance from a customer might just make it all feel much warmer.

Let’s quickly go over different types of outreach where testimonials come in handy.

Four Different Sales Tactics Testimonials Ease:

  1.  Cold calling

First up is the infamous cold calling. Some think it’s dead, but it’s still here.

When calling your prospects, you should have a fitting quote testimonial ready at hand to be mentioned to the potential customer. Maybe someone from their social circle is your client already or you have an industry leader from their field?

You may have a couple of different ones depending on how the conversation goes — for instance, a short quote for an impatient prospect and a longer one for the chattier type.

  1.  Cold email

Next up, the next worst thing, cold emails.

We all get these and we often immediately spam them if they make it through the spam filter. That being said, if you can grab their attention with a great testimonial, it might be the trick to win them over.

There’s always room for a testimonial in an email. It can be just a short quote or the star of the show. You may also add a touch of graphics such as a star rating and a picture of the happy customer.

3. Social media outreach

Outreach in social media is often not perceived as aggressive as cold calling or emailing. It often feels more natural to get a LinkedIn message from a company that you’ve just started to follow on LinkedIn.

But to maximise its conversion potential, include a testimonial. You can incorporate any form of testimonial including video testimonials in this: simply add a link with the words “check out what *customer* has to say about us!”.

4. Face-to-Face

Might be rare in this day and age, but when the opportunity lands to meet a customer in real life, be prepared with a testimonial. Much like with cold calling, have a few different ones ready to be quoted for different situations.

Pro tip: bring the customer with you when meeting with a prospect. Obviously this is usually not feasible, but at networking events you may be in the same event with your own happy customer, and if you can get them to join you when reaching out to potential new customers, let them do the talking!

2. Sales Presentations

Always include your happy customers to your sales pitch. Try to include testimonials from people that your prospective customer might know personally to boost the effect.

Keep in mind that not all testimonials work for each company. Different businesses have different challenges and the testimonials you include in your sales pitch and presentation have to be modified accordingly.

Add the most important points for the product or service you’re trying to sell to this particular customer.

3. Attach to Offers

Once you’ve reached the stage where you’re about to send an offer, now is the perfect time to add a few quote testimonials or a short video to further convince them to buy your services. You’ve come this far, and you should use all the tricks in the book to get them to say “yes”.

If they aren’t getting back to you and you want to follow-up on them, you might even add a testimonial there.

“Just checking in to see if you’ve made up your mind. By the way, here’s what your old colleague Mike has thought about our services.”

Testimonials make it nearly impossible for them to say no.

Conclusion on Using Testimonials in Sales

Your testimonial page is great, but the real effect comes to play when the sales team is using the testimonials effectively. After all, sales is in direct contact with potential future customers on a daily basis, so it’d be stupid to let the opportunity go to waste to add some credibility by practising a little name-dropping.

Testimonial examples are everywhere in marketing, so you can really make your business stand out by harnessing the sales to spread the word about your company as well.

FAQ on Testimonials

Do testimonials improve conversion rates on websites?

Yes, as long as the testimonials are relevant. Testimonials have the potential to multiply your conversion rates and they perform well on average. Don’t throw just any testimonial on a random page: analyze the context.

For what kinds of businesses do testimonials work the best?

All types, irregardless of the industry the company is in. The key is to use different types of testimonials for each business and in different use cases.


  • short, casual testimonials (text or video) for low-price B2C sales
  • polished, well-produced video testimonials for high-price B2C or B2B sales
  • long, detailed case studies for B2B clients (these may feature text, video, photos, graphics etc.)

How much does creating a testimonial cost?

Anything from zero to thousands per testimonial. It depends on what you’re looking for.

  • Zero if you collect existing testimonials from social media, review platforms, emails etc.
  • Pennies if you use dedicated testimonial software
  • Potentially thousands and more if you hire a professional videographer to create a video testimonial (sometimes it’s worth it!)

Ultimate Guide to Online Reviews: How to Get Reviews and to Make the Most Out of Them

Last edited: 22.01.2022

Have you ever wondered how other businesses get so many reviews?

I’ll let you in on a secret. They ask their customers for them. And 72% of people who were asked to write a review wrote one.

If you think that online reviews are only important for online shops and B2C businesses in general, you are horribly mistaken. 92,4% of B2B customers are more likely to buy a product or service once they have read a review about it.

We all claim to be the best at what we do, but prospective customers see right through our carefully crafted brand image and ask other people if you can be trusted.

Already in 2018, 97% of consumers looked for and read online product reviews before buying. In 2014, that number was 95%. (I bet that this number has only kept on growing since).

Building trust is as important (if not even more important) in a B2B context than it is for B2C businesses. How to build trust in our increasingly online world where you might not meet your customers face-to-face like you used to?

By reading this article, you’ll learn:

  • How online reviews are impacting purchasing decisions in B2C and B2B sectors
  • What types of review collecting would work for you
  • How to get (more) online customer reviews
  • To turn your review pool into a lead generating machine

Topics covered:

  1. Introduction
  2. Why Reviews Can Make or Break Your Business?
  3. Forms of Reviews
  4. Most Commonly Used Review Platforms
  5. How to Get More Quality Reviews?
  6. How to Leverage Reviews You Get?
  7. Review Management Softwares – Should You Use One?
  8. FAQ

2. Why Reviews Can Make or Break Your Business?

To open up your mind, let’s do a little exercise where you step into the shoes of a customer.

Think about the last time you wanted to buy a new phone (or any other product or service). You’ve been loyal to the same brand for some years now, but are wondering if the new model from another brand would be better after all.

What’s the first thing you do?

I bet you go online to compare different options, their prices and to read what other users have said. You’ll most probably also ask friends, family and colleagues what kind of user experience they’ve had with your top two choices.

There are many factors that influence your decision (price, looks, whether you are happy with the current brand or not), but one of the most important factors is what other people you can relate to have thought about the product.

You want to hear opinion from people that you believe to have a similar situation with. First-time parents are highly likely to relate to other parents and their experiences and CEOs are most likely to relate with other CEOs.

It’s true that you can be both a parent and a CEO, but it matters what type of a product or service you are currently looking for. Another CEO’s opinion is important when looking for a B2B service, but a parent will probably have more relatable experiences on which diaper brand to buy.

B2B, B2C, corporations, local businesses – Every business needs online reviews

Even a huge international brand such as Philips has realized the potential that lies in having customer reviews as a part of its online presence.

“At Philips, we have gotten closer to the consumer by using user-generated content. We see an increased conversion whenever it is implemented in the consumer journey. We have a 180% buy-button increase and an organic search increase, and we get a lot of customer insights from our product reviews”

Valerie Goncalves, Global Lead, Ratings & Reviews and UGC

Goncalves mentions three important factors that are made possible by asking for customer reviews and posting them:

  • Significant buy-button increase
  • Increase in organic search results
  • Getting customer insights

Even though Philips is an international corporation, the same principles apply to small businesses as well.

The formula to getting the benefits is simple:

  • Request reviews in different stages of your customer journey
  • Respond to all of them in a polite manner
  • Learn from the answers and improve your business
  • Post the reviews (website, on-page, social media,…)

Following the formula will lead to having a happier client base as they feel their opinions are valued. At the same time, it gets easier to get new customers when they can see that other people love you.

If you aren’t already convinced that you need to have a review system in place, go through the following list and think again.

9 reasons online reviews are relevant in 2022

All the reasons below are relevant for both B2B and B2C companies. You should read the list extra carefully, if your business sells software, as reviews play an essential part in your customers’ decision-making process.

Let’s start off with the most important aka. how having customer reviews affects your sales.

1.Online reviews will increase your sales

When you have put in the work and created a well-functioning product or service, you need to post the most recent reviews alongside with it to let people know what current users think about it. This will convince them that you are reliable.

By adding just one review on your product page, you can see a whopping 354% increase in conversion. Trust me, it’s not hard to find one customer that is willing to write a positive review.

For the B2B sector, you can get online reviews both from a business profile or from specific people that are your contact people within the company. It doesn’t matter which kind of customer feedback it is, as long as you get your customer to leave reviews in the first place.

!! Once you have customer reviews, place them ON-PAGE to get the most out of them !!

According to Bazaarvoice, having detailed reviews on your website bring 3.5 times more conversions than those without.

When you request reviews, try to motivate your customers to tell about your products and services in their own words, because having only a high star rating doesn’t tell anyone much. It can even be interpreted as being fake.

Whenever I’m shopping for anything online, I often skip the description the company has written about the product and jump straight to what other buyers have said.

Help prospective new customers to choose you over your competitors by offering them more than posting that one five star review you got.

If you don’t have any online reviews to put on your product page, send out those review requests to existing customers NOW.

Here are some free articles that will help you get started.

2. New customers look up reviews posted before buying

How often do you check customer reviews on a new product or service you are thinking about buying?

(I check multiple review websites for cross referencing. You can never be too sure nowadays.)

And have you ever bought anything that had a negative review online?

Me neither. But don’t take my word on it. Trust the research.

According to the Local Consumer Review Survey 2020, people see online reviews more and more important each year.

  • In 2020, 94% of consumers were more likely to trust a business after seeing a positive online review. That’s a 3% increase from the previous year.
  • As much as 79% (3% more than in 2019!) trust online reviews as much as personal recommendations.

3. The more reviews you have, the more credible you are

It matters how many people have reviewed your business. (Note that the overall number of reviews you have also includes negative reviews.)

As we are constantly influenced by the unconscious phenomenon social proof, it’s important that you offer your prospective clients solid proof that you are worthy of their money.

Yup, we always trust the masses.

4. Reviews generate more reviews

Once you have your momentum going and you have received some positive reviews to post, post them. Now. Everywhere. Share them on social media, pin on Google, add to your website…

First off, when you collect and post reviews you are doing important reputation management that will pay off in the long run. But most importantly, your customers see that others have left a review for you and are more likely to leave reviews as well.

One of our customers tested that if they gather reviews and insert an example of what others have replied, it multiplied the number of public written responses they got.

Page 1 of questionnaire:

Page 2 of questionnaire:

Final page:

If you ever thought that getting positive customer feedback that you can publish is tedious work, take another look at the previous picture.

See that little “I want to publish my feedback, I have read the privacy policy” box? If your customer clicks there while giving you feedback, you have the permission to publish their feedback right away without having to bother them by asking again, as they’ve already agreed.

Want to see similar results? Start using our free tool here.

In case you want to manage customer reviews that you have scattered around different online review sites, you can do that with our software.

5. Authentic customer reviews increase trust in your brand

It should be made clear from which source the reviews are gathered. It might be a good idea to collect reviews by using a third party review sites to prove the authenticity of the reviews.

Later in this article there’s a list of popular review sites.

Your potential customers are interested in how transparent you are in posting reviews. It’s important to do reputation management, but don’t take it too far.

As many as 62% of consumers don’t buy from brands that clearly censor their reviews online. Customers trust businesses that don’t hide negative comments, but rather post them and give personalized responses to them.

In other words, let the positive, but also the negative reviews stay on your site.

6. Reviews are your customers’ way of talking with you

Even though the conversation might be done openly online and your dirty laundry might be aired in public, this is a great way for you to learn what you are doing well and what you can improve.

You might also be able to convince a disappointed customer to become happy again by offering great service and fixing the issues they mentioned.

Always offer your customers a way to give you feedback and remember to respond. This sort of open dialogue also creates transparency which make customers more likely to buy from you, as they know you are responsive and care what customers think.

If your customers feel that they are important and their opinions and worries are listened to, they are also more likely to stick with you. Collecting customer reviews is a great way to increase brand loyalty.

7. You can build your reputation with word of mouth marketing

When you aren’t simply blowing your own horn, but letting your happy customers speak for you, you are creating a positive buzz around yourself. Word of mouth marketing (WOM) means that your customers are talking good things about you to their friends, relatives or colleagues.

A great American publisher and author William Feather pointed out already a century ago that everyone should praise themselves loudly.

“Blow your own horn loud. If you succeed, people will forgive your noise; if you fail, they’ll forget it.”

But an American actor, comedian and cowboy, Will Rogers, had a better understanding on how to more effectively spread the word about your business.

“Get some else to blow your horn and the sound will carry twice as far.”

During the recent years, word of mouth marketing has become more and more popular among big and small businesses. Word of mouth marketing means that your customers are talking good things about you to their friends, relatives or colleagues.

No matter if you are a corporate CEO or a small business owner, you should use positive reviews to boost your exposure on search engines. Building a reputation is crucial for small businesses and having reviews on your site and social media is a great place to start.

Curious about how word of mouth marketing is affecting your business? Read one of our free articles on +35 word of mouth marketing statistics.

8. Reviews contribute to 10% of Google SERP ranking

The SERPs determine how your site appears on Google’s first page. There are two main categories: paid and organic results. People often skip the paid ones, so focus on getting yourself on top of that organic results list.


In other words, having customer reviews on your site can make you rank higher and having none at all will make it impossible to rank up in the search results.

9. Your click-through rate (CTR) will improve

Your CTR lets you know how relevant searchers are finding your ads. If your CTR is high, it means that you are targeting the right people with the right kind of message.

CTR = Number of clicks your ad receives : the number of times your ad is shown

How are CTR and customer reviews connected?

According to a study done by BrightLocal, having a 5-star rating will get you 39% more clicks than having a 1-star rating.

If you can increase your rating from three stars to five, your CTR will increase by 25%.

To put it simpler: If you get people to click on your ad, you have a high chance of getting them to buy from you. After all, they were interested enough to click on the ad to end up on your website.

Note that any reviews won’t do the trick. They have to be positive to increase your CTR. Especially local small businesses should be aware of having a lower rating than a three star rating in Google Local Pack.

This chart shows the variance in CTR for different star ratings compared to having no stars at all.

If a company has a lower than a three star rating, it’s more beneficial to hide it from the Google Local Pack and to work on increasing that rating to be at least three stars.

How to increase your rating? First get to the bottom of why your rating is lower than three stars. Start collecting customer feedback and improve your customer experience accordingly. Here you can find our free articles to start collecting reviews.

3. Forms of Reviews

There are many different types of reviews and this section will go over them in detail and provides you with concrete examples on how to use them.

Product reviews

Product reviews focus on the quality and performance of the product. In an ideal situation, the customers writing product reviews only rate the product and don’t pay any attention to possible delivery times, customer service or any other factor that is not directly tied to the product.

Net Promoter Score (NPS) is a great tool for gathering product reviews. If you aren’t familiar with NPS, read this article to find out more.

When to ask for product reviews?

  • First impressions: Did the product meet your expectations? Why/Why not? How would you describe your first impressions after using it?
  • After a few days or weeks of using: Has it performed as well as you thought?
  • Long-term use: When was the last time you used the product? Is it still living up to your expectations?

Concrete example on how to get product reviews:

Even though this example is about a physical product, the same formula can be used for services. You just need to modify the formulation of the questions to fit the purpose.

Then to the example:

Mike has ordered premium hiking shoes from the company’s website.

He is asked to leave feedback:

1.While receiving the shoes

  • He gets the shoes and is excited. At the top of the shoe box there is a QR code and a text “Psst. Could you do us a small favor? Read this QR code and let us know your first impressions of our shoes! We are extremely grateful for all feedback, as it help us improve. You can describe, for example, the fit, looks, feel of the materials.”

2.After two weeks of using

  • Mike gets an email. “Hey Mike, thank you for your offer. You’ve now had the chance to try our premium hiking shoes for two weeks. Have they lived up to your expectations? You can help others find their perfect fit by giving us a product review here. It’ll only take a minute of your time. We value your opinion!”.

3.After six to twelve months of using

  • “Hey Mike, thank you for your offer. You’ve now had the chance to try our premium hiking shoes for x months. Have they lived up to your expectations? How much have you used them? Is the quality still up to our high standards? It would be great if you could include a picture or a video of how your shoes look like now. All feedback help us to improve and our future customers to find their perfect fit!”

By having an optimized and automated system to collect product feedback, you’ll get more and more insight on your products. Even if you get negative reviews, post and react to them. If something seems too good to be true, it probably is. 

Shop reviews

Shop reviews are based on the performance of the business. It includes factors such as:

  • Delivery times
  • Packaging
  • Customer support
  • General look of the store/website

It doesn’t include anything about the products or services they’re selling. Net Promoter Score (NPS) and Customer Effect Score (CES) are great ways to measure the customer experience of your shop.

When to ask for shop reviews?

  • While people are in your physical location or on your website: “Did you find what you were looking for?”
  • After purchasing: “How easy was it to buy from our store?”
  • After delivering a product: “Was the package up to standards? How about the delivery time?”
  • After each customer service interaction: “Were we able to solve your problem?”

Concrete example on how to get shop reviews at different stages:

Let’s have a look at another possible scenario Mike might have had with the hiking shoes.

Mike visited the physical store to buy hiking shoes. He was able to try the shoes on to find his size, but he store didn’t have his size in stock. Together with the personnel, Mike ordered the right size from their online store.

Mike was asked to write reviews:

  • Before leaving the store with NPS
  • There is a short link and QR code on the exit door and in the mirrors in the fitting rooms, which ask for general opinion about their experience with a NPS survey.
  • “How likely are you to recommend a friend or a colleague to come to our store?”
  • “What influenced your answer?”
  • After placing the order with CES:
  • “How easy (on a scale of 1-5) was it to find what you were looking for?”
  • “What would have made it easier?”
  • After receiving the order with NPS (CES would work as well):
  • NPS: “How likely are you to recommend us to your friend or colleagues based on the delivery of your product?”
  • CES: “How happy (on a scale of 1-5) are you with the delivery of your product in terms of delivery time and packaging?”
  • Every time Mike has to chat with customer service he gets a link to his email:
  • “How well were we able to solve you problem today?”

It’s important to always offer the chance to give feedback and write reviews, so that you understand your clients better.

If you find it difficult to identify the customer touch points in which you should ask for feedback, we’re more than happy to help you. You can book a meeting with us here.

We’re able to help you make review requests an automated process with our intelligent review platform. That way, your customers leave reviews and you can focus on your core business instead of collecting reviews by hand.

Business reviews

Business review has two meanings which differ slightly from one another:

It can refer to:

  • Periodic in-house meetings that are held to review operational performance, discuss individual or team scorecards and to make plans for the future.
  • Other people reviewing your business (often by using a third party review sites)

If you are talking about the latter meaning of the concept, business reviews is basically just a synonym for shop reviews. While the first means that you are checking how well you are doing and what kind of reviews you’ve got.

When you ask your customers to give you business reviews, it might be a good idea to consider using an online review site instead your own website for that.

There are two reasons for that:

  • It comes across as more authentic and not as screened
  • You can focus on analyzing the results (rather than wasting time on collecting answers)

Which one of them are you more likely to reply honestly to? Or at all?

Local reviews

Local reviews are reviews for businesses that have a physical location. They are a more specific type of shop or business review.

Even if you are only operating in the physical world, you need to make sure your customers can find your local business online as well. Nowadays, people use online reviews to research all types of businesses ranging from coffee shops to phone operators.

Having recent and up-to-date user-generated content (aka online reviews) posted online will boost your search results. Furthermore, 90 % of consumers read online review before visiting a business.

Importance of Local Reviews

To clarify their importance, let’s take the following scenario:

Let’s imagine that you have just arrived at a new city and you are in desperate need to find something to eat, fast.

How do you solve this problem?

  • Go to the first place you see
  • Walk around looking for something that looks nice
  • Look online (Google/Tripadvisor/Yelp…)

Here’s my thought process so you can compare with yours:

  • I open Google Maps on my phone and click the “Restaurants” tab to look for restaurants near me

2. I click the “Open now” to filter out places that are closed now. Google immediately recommends a restaurant for me.

3. I assess the restaurant with the information Google is giving me:

  • 4,6 star rating from 376 people. Nice.
  • Not too expensive.
  • Pictures of the place look nice.
  • Ohh but there’s no dine-in option for the time being.

Okay, moving on.

4. I then browse the next option Google offers me.

  • 4,2 star rating from 181 people, that’s okay
  • “Relaxed coffee shop with light bites”, sounds great

This might be it, maybe I’ll check the third one

5. Third option has 4,5 stars from 1244 people! But it’s a hotel and there’s nothing about the food here.

6. Okay, I’m super hungry, I’ll go with option two.

Key notions of the exercise:

  • First off, make sure your business name is written correctly so people can find you
  • Encourage people to review your business on different review sites (Small businesses especially! You’re fighting against the big guns here)
  • Write a short company bio to the relevant review sites
  • Make sure your business profile is complete and includes exactly what you offer

How local reviews influence your local online presence

Google gives you plenty of filters to choose from when you are looking for a place to eat. The most relevant for understanding the importance of local reviews is the rating-section.

If your business doesn’t have a star rating of at least 3,5 stars, you won’t be shown at all. No matter how good your services are or how close you are to the person googling.

If you have a brand new restaurant (or any type of new business), you might have a hard time getting yourself shown on any service at first. But I’ve good news for you: by focusing on doing your core business well and constantly asking for reviews will get you recognized online sooner or later.

Conclusion on different types of reviews

Every business should have as many types of reviews possible, as they tell completely different stories. It’s important to focus on getting a variety of online reviews from product to business reviews and through different channels. And don’t forget to post reviews!

Most important facts to think about:
  • If you don’t have a handful of product reviews for each of your products and services, start gathering them now. People want to know first-hand information about what they’re buying.
  • Post each review you get, as negative reviews will increase the authenticity of all the reviews
  • The more expensive your product or service is, the more reviews you should have to showcase its usefulness (We all want to avoid high risk-low reward kind of scenarios at all costs).

Did I miss a review type? Let me know in the comments or email me directly.

4. 5 Most Commonly Used Review Platforms

The following section will showcase the 5 most commonly used online review platforms. It contains pros and cons of each platform. You’ll also find our evaluation of what businesses the software is especially suitable for.

The review websites can be divided into two categories:

  • General review sites (Google, Facebook, Amazon)
  • Niche review sites (Capterra, Angie’s list)

It’s important to realize that you should claim your business on at least all of the following five review platforms.

We’ll go over the general sites, as 80% of consumers look at them first while researching local businesses, while 33% of these 80% also look at niche review sites.

General review sites:

1. Google Reviews

Google is one of the most used searched engines globally. If you’ve done your search engine optimization (SEO) work well, getting many positive reviews on Google will make you rank higher on search pages.

Google’s search algorithms emphasize three different characteristics on reviews:

  • Number of them
  • The pace with which you get them
  • Where your reviews are coming from (diversity)

In other words, you need to have an all-encompassing tactic in place to get constant positive online reviews to rank higher.

The higher you are on the search pages, the more credible you seem. The more credible you seem, the more likely people are to contact you. It’s a never-ending cycle that you need to get going.

Furthermore, having a good star ranking from many people will get your Google My Business listed as one of the first results.

  • Increase your visibility locally
  • Once you make the first search page, your business will attract more customers
  • Increased online exposure in general
  • An easy way for your customers to review you publicly by giving you business reviews
  • Improved click-through rates
  • Get customer feedback (positive and negative) and customer insights (as they are signed in)
  • Google demands a lot to become a top-tier search result
  • Building your online presence will take time and work. Trust me, those people aren’t just lucky to be on the first search page, they’ve worked for it.
  • Small local businesses might not have the resources to compete against bigger players
  • Phony reviews can trash your reputation
  • Your customer needs to be logged into their Google account
  • No way to leave anonymous feedback
  • No product reviews

Especially good for:

  • All businesses (70% of online searches go through Google)
  • Operators in the food industry (restaurants, coffee shops, etc.)

If you are interested in reading more about how you can get more organic Google reviews, here’s an article you might find interesting.

2. Facebook reviews

The principle of Facebook ratings are similar to Google ratings: People can leave reviews for any company while being logged in.

One major difference is that Facebook is also a social networking platform where people are interacting with the people in their network, uploading photos and videos while following business profiles and leaving them business reviews. On Facebook, people can also comment on other people’s reviews.


  • Easy to give reviews, as users are already logged in
  • Companies can easily have conversations with customers
  • Your customers may share the review they gave you with their network (Free advertisement!)
  • You get business reviews
  • If people start to follow your business page, every post you make is an ad that reaches your target audience


  • Needing to update your business’ Facebook page (people are more likely to review you if you are posting there yourself)
  • Enabling giving reviews to your Facebook business Page needs to be activated manually
  • Your unhappy customers may share their negative reviews to their network
  • No way to get product reviews
  • Fake accounts may trash your reputation

Especially important for:

  • Local, service-based businesses (beauty industry, massage therapists, plumbers, etc.)
  • Small businesses when they’ve just started out

3. Yelp

Yelp aims to connect people with their local businesses. Yelp users who often review businesses are referred to as “yelpers”.


  • Includes different categories where people can browse lists made by users (for example, Quick Snacks in Helsinki, Best Nightclubs in Toronto, Travel Guide: Milan)
  • Offers insights to users about your business (“family-owned and operated”, average delay in responding, years in business, languages spoken, etc.)
  • People can leave you business reviews
  • You can reply and react to the yelp reviews
  • Other people can react to the yelp reviews given
  • It’s easier to spot possible fake accounts, as the total number of reviews written is shown after each person’s name.
  • Your customers can upload photos


  • Having to update your page
  • If yelp reviewers aren’t happy with your service, their review may affect your business negatively
  • You need to pay to be a verified business
  • No way to control if people are rating your services, quality of products or giving a general business review

Especially important for:

  • Restaurants and nightlife
  • Local services (renovations, painters, photographers, etc.)
  • Entertainment

4. Better Business Bureau (BBB)

Better Business Bureau isn’t something you can impact, as it’s a non-profit organization that helps American, Canadian and Mexican consumers to find businesses and charities they can trust.

It’s one of the oldest and most trusted independent online review sites. The BBB allows you to check reviews, find claims made against the company as well as general ratings of a specific company.

You can look for different type of businesses in your area.

The ratings range from A+ to F (highest to lowest) and BBB might even leave you unrated in case they don’t have sufficient information about you.


  • Trusted by consumers
  • No need to constantly post content on the platform
  • The first filter it offers is “distance” (instead of rating), so you have a chance to be chosen even without the best possible rating


  • They don’t have comprehensive lists of all businesses, which can confuse your potential customers if they look for you.
  • To be listed on the BBB, you need to submit a request for it to be added.
  • If you want to become a BBB accredited business, you need to be selected, go through evaluation and uphold the set standards.

Especially important for:

  • American, Canadian and Mexican companies and charities that operate in the B2C field
  • Auto repair shops, home improvement, tree services, etc.

5. Trustpilot

Trustpilot is free and open to every company and consumer everywhere. They promote and protect trust between companies and their customers.


  • Trusted by consumers
  • Free to claim an account
  • No need to constantly post content on Trustpilot
  • Other customers can find your business by browsing the categories
  • Can be added to your website


  • No control over what is said about you
  • Companies should claim their Trustpilot account and they have to be actively asking for reviews to be shown in the search results
  • Customers need to be signed in to their Trustpilot account to review businesses

Especially important for:

  • All businesses ranging from corporations to small businesses
  • E-commerce businesses

Conclusion on Review Platforms

If you get a lot of positive online reviews on these platforms, it’ll inevitably lead to getting more customers as well. The tricky part is how to get them. More about that in the next section.

5. How to Get More Quality Reviews?

Do you want to hear the secret ingredient for getting more quality reviews?

Spoiler Alert if you haven’t watched Kung Fu Panda!

At the end of the movie, the main character Po finds out:

The same applies to getting quality reviews. It’s all about YOU.

I mean, you can start to ask for customer feedback in all stages of your customer journey and spend (hundreds of) hours on improving your review collection process, but BEFORE you do that ask yourself:

  • Why should anyone buy from my company in the first place?
  • What is the customer experience actually like?

You don’t have to go undercover in your own company in a disguise to figure this out. Before you spend any energy on getting a lot of reviews, you need to make sure that you are doing your core business well. To be able to do that, CONSTANTLY ASK FOR CUSTOMER FEEDBACK.

Happy customers are the essence for getting reviews

Humans are wired to notice the negatives over the positives. That is a survival mechanism that has helped our ancestors survive. In the modern world, this trait leads us to notice and remember the bad experiences far longer than the good ones.

Even though it might sometimes be hard for us in general to notice the positive things, we all value good customer service. No matter what business you are doing, you need to make sure you are serving your customers well.

Your happy customers form the group that bring you the most money and will recommend you to their peers. The White House Office of Consumer Affairs has estimated that loyal customers are worth as much as ten times their initial purchase.

Happy customers aren’t just the most loyal customers, but they also help you grow your business organically.

To know if your customers are happy or not, you need to ask them for feedback. If you’re doing a great job and your customer base is in general really happy with you and your services, you’ll immediately get quality reviews.

If that’s the case, congrats and you can close this tab on your computer.

If that’s not the case quite yet, keep on reading to find out:

  • How to phrase review requests
  • If you should use incentives to get reviews
  • When is the best time to request reviews

The way you phrase it, matters

This section can be shortened down to one sentence. Are you ready?

After your customers have bought anything from you,

ask them to do you a favor by reviewing your business or the product they bought.

The secret here is that asking them for a favor lessens the feeling that they are obligated to review you. This will lead to them being more likely to review you.

No matter which review platform you are using, I urge you to try this right away. I’m confident that it’ll make a noticeable difference in your answer rates.

Incentivizing reviews

This is a tricky topic. In my opinion, you get the most authentic feedback and reviews when there are no strings attached. If you are using Google or Yelp and they catch you using incentives to get reviews, you’ll be penalized.

If you’re in a situation where you aren’t getting reviews even though you constantly ask for them, try to first focus on improving your customer service and paying attention to which forms you are using to collect reviews. Maybe the review platform you are using is too complicated for your target audience?

Once people are happy with your services and you’re offering them an easy way to give feedback and reviews, you’ll start to get them.

You should never pay for reviews, as most review platforms will ban you if you get caught. And you will get caught.

However, there are many strategies you can use to try to motivate your customers to review you:

Direct incentives:

  • Offer discount codes for reviewing
  • Organize a lottery
  • People can take part by reviewing you and you’ll draw a gift card with the respondents
  • Send free samples to consumers and ask for a review in return
  • Give loyalty points reviewers can use in your store later

For example, ExpressionMed has tied incentives to their loyalty program. They also have plenty of user pictures, because they have made it easy for their customers to leave a picture.

For a relatively small business, 1303 online reviews with a 5 star rating is phenomenal.

Indirect incentives:

  • Give a discount code as a thank you after reviewing and without telling about it beforehand
  • Getting early access to products after reviewing the previous version

Harvard Business Review experimented on how incentives affected people’s reviews. In one of their experiments they asked diners to review their meals after they had already eaten it. Half of the diners were promised a $1 Amazon gift card and the other half wasn’t offered anything.

The results were mind-blowing: The people who received the gift card used positive language 55% more than the control group. The analysis was done by AI and human judges rated the same language to be 70% more positive than the reviews of the people who weren’t promised anything.

This would mean that offering even a small incentive would make people use more positive language. However, if positive reviews are inaccurate, they’ll possibly lead to disappointment and backlash.

If you use incentives to get reviews

  • Encourage the people to tell accurately about their experiences
  • Make it clear that if a specific review was incentivized

Timing is everything

Have you ever asked for a review after someone gave you positive feedback?

By combining feedback surveys and review gathering will give make this process super effective. With Trustmary, you can ask for feedback, after which customers can decide if they want to give it anonymously or with their name. They can also choose at this stage whether they give their permission to publish their feedback.

Furthermore, with our software you can quickly ask get an overview of what your company’s NPS is and to ask for video reviews from the ones that gave you a 9 or 10. (And what would be more convincing than actually hearing the words coming from your customer’s mouth or seeing a product in use?)

Get started for free here.

6. How to Leverage Reviews You Get?

Once you get reviews, it’s important to start using them effectively at each stage of your customer journey. Here are some examples on how to use user-generated content divided by different stages:

Awareness stage:

  • Use reviews in ads both in printed flyers and on social media
  • Share online reviews on your social media
  • “See what our client Jane said about us. Thank you Jane <3”
  • If you have video reviews, post them everywhere, as videos tend to convert really well

Consideration stage:

  • Post reviews on your website (consider making a section for them)
  • Use pop-ups and widgets on your website that show a potential customer what other people have thought about the product
  • Use them in emails as an attachment to an offer
  • If you have an online shop and people added items to their cart, but left without buying. Send them an email: “We noticed that you didn’t complete your order. Please let us know if you need assistance. Btw, here’s what Jane thought about the products.”
  • On the check-out page to improve conversions. Using videos at this stage can increase your sales by 32%.


  • Create a community and showcase what kind of results your customers have had with your services or products: “This is how Melanie used our service/product and got the most out of it”

Aim to create value to your customers by sharing what others have thought about your products or services instead of just boasting how great you are.

7. Review Management Software – Should You Use One?

It’s a hassle using all the different online review sites and keeping your pages up-to-date. Your online presence is something you should be controlling.

By using a management software I don’t mean you should censor any replies. On the contrary. You should be able to manage and post reviews that come from all channels. The easiest way to do this is with a centralized solution.

Worst-case scenario:

  • You have one service you use for getting customer feedback
  • People rate you on Google, Facebook, Yelp, Amazon, …
  • They send you raving reviews via email
  • They send you feedback via social media channels (Instagram, Twitter, TikTok)

You try to desperately keep up with updating all your business accounts, answering all reviews on each of them, adding the reviews by hand to your website (when is the last time you did this? Just asking….), analyzing the results of your annual customer feedback surveys, asking the people that approached you via email if they’d like to give you a business review that can be published,..

I mean… I’m exhausted just by looking at that list. And that doesn’t even cover all the tasks that are involved. Those were just the first few I could think of at the top of my head.

If I think you should use a management software? My answer is irrelevant. Do you think you should? (I’d highly recommend using one, to be honest.)

3 Interesting Review Management Softwares to Consider

Here is a short introduction on three review management softwares that you can consider. Even though these aren’t strictly for doing only review management, they are good options to do that with.

They all have many interesting individual features and I’ve listed a few that I found to be to most interesting.

1. Yotpo

Was founded in 2010 and it gives the user the possibility to own and control all the content. It gives you control over how your business collects, displays and markets with user-generated content.

Most interesting features:

  • Rewards Management
  • Scheduled Messaging
  • Trend Analysis
  • Third Party Integrations

2. Trustmary

Was founded in 2016 in Finland. Started out as a high-quality testimonial producer and, therefore, has extensive experience on getting and making the most out of quality reviews in general.

Most interesting features:

  • Get Reviews while Collecting Customer Feedback
  • Video Reviews
  • A/B Testing
  • Third Party Integrations

3. Sprout Social

Founded in 2010 in the US. Sprout Social is a solution with which you can track, publish, listen and report on your customer service and engagement. In short, it enables its users to control all of the most common review platforms (Facebook, Twitter, Instagram, Google+ and many more) within one tool.

Most interesting features:

  • Influencer Tracking
  • Editorial Calendar
  • Competitor Monitoring
  • Social Media Management

Conclusion on Review Management Softwares

As you can see, there are many differences in the solutions available even in the same category. Try to identify what it is that you want to get done with the management software to be able to choose the right fit for you.

If you have no idea where to start, I’d suggest giving one (or all three of them) a go by using their free version to figure out if that might be useful for your purposes.

No matter which review platform you use and which one you choose to manage reviews with, it’s worth your while.

8. FAQ On Reviews

What are business reviews?

  • Business reviews are made by the customers of a company about how well the company is doing. This includes everything from customer service in general, possible packaging and delivery times of products to any after sales procedures.
  • Can be asked in form of a star rating (1-5 stars) or NPS (How likely are you to recommend us to a friend of colleague on a scale of 1-10?)

What are product reviews?

Product reviews are made by people that are using the specific product. They are rating the product based on its qualities and not taking into account what the customer service of a company they bought it from has been like.

Are reviews important?

  • Yes, because almost every single consumer read online reviews before making a purchase.
  • 92 % of B2B customers are more likely to buy after reading a review from a trusted operator.

Do reviews matter for small businesses?

They can make or break your business. If you serve your local customers well, they’re likely to recommend you to a friend or neighbor to help you out. That same phenomenon takes place online as well, where the reviews can be read anywhere in the world.

How can I get more reviews?

By asking for them in key customer touch points. You have a higher chance of getting reviews, if you ask your customers to do you a small favor by rating your services.

How many reviews are enough?

The more expensive the product or service is, the more people need convincing that you’re trustworthy. A handful of review per product is a very good number, but the more the better.

How much work does it take to get reviews?

A lot, if you don’t have an effective and automated review collection software in place. Our software based testimonial collecting tool will automate the whole process for you. Book a demo with us or start using Trustmary for free here.

What are review management softwares?

Review management softwares are a way for you to manage your reviews in one place. You can analyze the source and contents of the reviews as well as the general happiness level of your customers. In a way, it functions as a library for all of your review content and you can also post reviews on different channels with the same tool.

What should I do with the online reviews?

First off, improve your customer experience with the help of the insights you got. Secondly, post reviews on your website, social media, attach to offers, send out in newsletters,… whatever you can come up with to spread the word on why your customer like and trust you.

Can I get more customers with reviews?

Yes, if you use them effectively. They help you build trust in your potential customers.

Should I hide negative reviews?

Never. You should reply to each negative review and possibly even ask for the person’s order number, so you can take it offline and fix the issue. People are looking for authentic reviews, and we all know that mistakes happen. What matters is how the company reacts in those situations.

Should I respond to reviews?

Yes! Thank the customers for leaving a review in the first place to show them that you care about each feedback.

How should I respond to reviews?

Answering politely and promptly (within the next few business days) will get you far in each situation. Talk to people as you’d like others to talk to you. After all, there’s an actual human being writing to you.

Trustmary Marketing

All Your Social Proof in One Place and Displayed on Your Website

Start Your Free 14-day Trial Now!

Testimonial Marketing Software

What do you think about having all your reviews and testimonials easily managed from the same place and published on your website with beautifully designed widgets? How about generating more leads at the same time?You are in the right place! Please see the main features presented below.

Import all your existing reviews and testimonials

You can easily connect your review profiles with Trustmary and you have all of them consolidated into same place. It takes approximately 32 seconds / platform.

Supported platforms:

  • Google
  • Facebook
  • G2
  • Capterra
  • Trustpilot
  • Tripadvisor
  • Trustmary
  • Yelp
  • Manual import

Display on your website

Select your favorite design from the widget template library and display social proof on your website. New designs coming every week!

You can easily control what content to show and where.

  • Inpage embeds
  • Popups
  • Trust Wall
  • Trust Wheel
  • Trust Carousel
  • Trust List
  • Trust Modal

Collect more reviews and testimonials

Select testimonial form from the template library, customize if needed and collect more social proof content from your customers. Both video and written testimonials supported!

Generate more leads

Add better call-to-actions to your website or improve conversion rates of existing widgets with testimonial content. Select plug-n-play widgets from the library.

  • Modal Forms
  • Inpage Forms
  • Popup Notifications

Here’s what our customers are saying about us online!

Trustmary Reviews

Start Trustmary Marketing now and see how easy it is to manage all your social proof.

Start Your Free 14-day Trial Now!

Frequently asked questions

Do I need a credit card for activating Free Trial?

No, credit card is not needed to create an account and start your free trial period. If you want to use Trustmary after free trial period, then you need to add a credit card.

It takes less than minute per platform to import your social proof to Trustmary. It takes a few minutes to add widget to your website depending how familiar you are with your CMS. You can start collecting more testimonials from your customers typically in 5-10 minutes when you use our templates and get first responses from them almost immediately after that.

Yes, you can import from many different platforms listed above and import content also manually if you don’t find your favorite platform listed. We also open new integrations all the time so please let us know what you would like to be added.

The Definitive Guide to Optimizing Conversion Rate

Last edited: 21.01.2022

Customer loyalty. The elusive and emotional cousin of customer retention.

Unlike customer retention, which is a brand’s ability to gain repeat business from a customer, loyalty is when your customers buy from you again and again, and even advocate for your brand.

Here’s the thing. Your customers are already returning: but are they loyal? Turning retention into customer loyalty, and then harnessing it takes time and effort, but the benefits can have a huge impact on your business growth.

Our guide will explore 8 areas that you absolutely must know when building customer loyalty:

  1. Customer loyalty vs customer retention
  2. 6 metrics to measure customer loyalty
  3. How to build customer loyalty
  4. What the experts say
  5. Best tools for building customer loyalty
  6. B2C v B2B customer loyalty programs – is there really a difference?
  7. 5 universal tips when implementing a customer loyalty program
  8. FAQs

Customer loyalty vs customer retention

Customer loyalty is a strong indicator that you’re doing something well, that you’re meeting your customer needs, whether emotional or functional (or in some cases, both).

“Even with the perfect product and the best go-to-market strategy, there’s a good chance that you’re not breaking even with a one-time purchase,” says Arttu Haho, CEO of Trustmary USA. “As customer acquisition costs (CAC) increase, customer retention becomes increasingly important.”

Your existing customers are 50% more likely to try a new product, and on average spend 31% more than new customers.

But while a retained customer will return until they find a better alternative, a loyal customer will return, AND shout about your brand AND try your new product lines.

Some reasons why your business should be focusing on customer loyalty are to:

  • Increase customer retention
  • Accelerate customer acquisition
  • Boost conversion rates
  • Encourage repeat sales and upselling
  • Increase social media engagement
  • Improve customer relationships
  • Boost customer satisfaction
  • Aid data collection

Sounds great, right? How do we get started?

6 metrics to measure customer loyalty

While retention is fairly easy to see in your data, customer loyalty can be much harder to measure due to it’s more subjective nature – it’s based on emotion.

Before you can start building a loyalty strategy that turns your customers into die-hard fans, there are 6 must-have customer loyalty metrics that you need to know.

  • Net Promoter Score (NPS)
  • Repurchase Rate
  • Upsell Ratio
  • Customer Lifetime Value (LTV)
  • Customer Loyalty Index (CLI)
  • Customer Engagement Score

These will help you establish a benchmark for customer loyalty, that you can measure your success against.

Net Promoter Score (NPS)

Net Promoter Score (NPS) is a customer loyalty metric that measures how likely your customers are to recommend your product or business to a friend.

The NPS survey consists of a single question:

How likely are you to recommend us to a friend?

The customers respond by selecting an appropriate number between 0 and 10 to show their likelihood.

Here’s an example of how NPS looks on the Munchkin Report website:

NPS is calculated by subtracting the percentage of those who wouldn’t recommend your company (detractors) from those who would (promoters). Your NPS score gives you an insight into key metrics such as:

  • Customer loyalty
  • Customer satisfaction level
  • Retention rate
  • Customer engagement
  • Reorder value
  • Business growth

Read our complete guide to NPS to find out more

Repurchase rate

Repurchase rate is the percentage of a cohort having placed another order within a certain period of time from the first order.

The repurchase rate is calculated by dividing the number of customers who have made more than one purchase by the total number of customers, then multiplying by 100.

Repurchase rate = (customers who made multiple purchases/total # customers)x100

For example, Sunil purchases a bike helmet hat from an online retailer, and then next season, returns to buy a new helmet. His good experience with the retailer and the product creates ongoing loyalty.

By monitoring your repurchase rate, you can start building a picture of the types of customers who are returning, and what they are buying, and by assigning a cohort, how much time lapses between purchases.

Upsell ratio

Upsell ratio is the ratio of customers who’ve bought more than one type of product divided by the customers who’ve bought only one.

Upsell ratio = multiple product customers/single product customers

There are some great examples of how you can get upselling working for you: promotional pop-ups, point of sale banners, email marketing to name a few.

Here’s an example of how food delivery app Deliveroo uses point of sale to upsell.

As an indicator of customer loyalty, the upsell ratio tells us that the customer’s positive experience with one product has influenced their decision to buy an additional product or service from you.

Customer lifetime value (CLV)

Customer lifetime value (CLV) measures the average revenue that is generated over the customer’s entire relationship with the company.

To work out the CLV, first you need to calculate the customer value.

Customer value = average purchase value x average number of purchases

Following that, you multiply the customer value by the average customer lifespan in years to get the CLV.

CLV = customer value x customer lifespan

CLV gives a good indication of the characteristics of your most valuable customers,how their buying journey has developed over time, and how the lifetime value is distributed over time. In short, it’s a timeline of their purchasing behaviors.

Read more about how you can maximize your CLV

Customer loyalty index (CLI)

Customer loyalty index (CLI) combines multiple metrics (NPS, repurchasing and upselling) to start painting a more comprehensive picture of how loyal your customers actually are.

CLI is usually measured through a customer survey that rates how likely they are to:

  1. Refer friends,
  2. Rpurchase
  3. Try new products

The averages from the NPS, repurchasing and upselling scores are combined into one metric, giving you a baseline measure for your customer loyalty.

While customer responses may differ from their behaviors, a regular survey (but not too regular) can give you effective tracking over time.

Customer engagement score

Customer engagement score is a measure of how engaged your customers are, based on their activity and usage of your products and services.

The key indicators that you use to calculate the customer engagement score varies from company to company but a good starting point is to combine:

  • Frequency of use – how often they use your product or service
  • Time spent – how long they spend using your product or service
  • Specific actions taken – how consistently to they perform key actions for your product and service

A combination of these indicators provides a single score for engagement that you can use to predict future actions, such as renewals, upgrades, and even churn. The higher the score, the happier and more loyal the customer is likely to be.

How to build customer loyalty

Now that you know how you measure customer loyalty, we can take a look at how you can increase customer loyalty in your business.

Customer loyalty is so personal to every business that there’s no one-size-fits-all approach to deepening your customer relationships (sorry).

While that might be the case, here are 5 tried and tested approaches to building customer loyalty that you can try:

  1. Loyalty programs

Whether it’s collecting points, discounts after a number of purchases, or rewards for recommending a friend, loyalty programs are an effective way of capturing your customer’s repeat business and building on your relationship.

According to Bond, the average consumer belongs to 14.8 loyalty programs.

Reward schemes come in all shapes and sizes, so finding the right approach for your business depends on your product, market and strategy.

Here’s an example from Hilton Honors, the loyalty program from the international hotel chain:

We go through the difference between B2B and B2C customer loyalty programs in more detail a bit later, but while most loyalty programs aim to increase spend and retention, they also give businesses an opportunity to earn loyalty.

When executed well, a good loyalty scheme will be personalized, help their customers feel special and deliver additional value.

Read more about how rewards create loyalty.

  1. Improving customer experience

Gone are the days of ‘you build it and they’ll come’. Customer experience is the number one differentiator for most businesses, and a critical factor when building customer loyalty.

73% of customers agree that customer experience helps to drive their buying decision.

Every time a customer has a positive experience with your company, it builds a little trust and goodwill. Over time, this trust and goodwill develops into something that they want to experience again, or share with their own networks.

For example, Julia is looking for a personalised gift for her best friend.

She spots some beautifully designed ads on Instagram and clicks through, only to find the website’s a mess. It takes her 20 minutes to find the product that was advertised on Instagram, the page refreshes and the item is lost from her cart. Payment is complicated, and delivery is late.

While the product may be exactly what Julia was looking for, the experience will have left her feeling frustrated? Angry? Certainly not loyal.

Understanding the experience your customers want and taking steps to deliver on that, can have a hugely positive impact on your customer loyalty.

Read about 7 ways to improve your customer experience.

  1. Personalized approach

Did you know that 82% of customers feel more positive about a brand after engaging with personalized content?

Arguably, personalization is a part of the customer experience, but it has such a huge impact that it needs its own spot.

“A personalized experience creates human connection,” says Arttu Haho, CEO of Trustmary USA. “Whether you make helpful recommendations based on past purchases, or use names in email communications, taking a personalized approach makes your customers feel seen and valued.”

Optimizely does this really well with their personalized B2B landing pages:

Personalization also helps to build trust. Utilizing the data you collect from your customer allows you to predict their behavior, and helpfully anticipate what they may want or need. If you get this right, your customer is more likely to trust future suggestions.

  1. Frequent and transparent communication

Communication is fundamental to any healthy relationship, and relationships with your customers are no different.

Frequent and well-crafted communications not only gives you an avenue to share the messages that are important (new product lines, additional services etc) but it also serves as a reminder that you are here for them.

It also gives you an opportunity to share your brand – everything from values to purpose and vision.

A report from Forrester found that during the pandemic empathy was key to fueling customer loyalty. Customers are increasingly demanding authenticity from the companies they buy from, and showing your humanness forges an even deeper connection.

Here’s an example of how Everlane builds customer loyalty by establishing common ground in it’s email:

  1. Sharing social proof

93% of customers read online reviews before buying a product.

We live in a world where we seek validation from others. A brand may make us feel a certain way, a product may fulfill our needs, but we haven’t closed the deal unless someone is telling us to buy it.

Sharing social proof is a great way to build customer loyalty. Reviews, testimonials, social shares and expert endorsements all help build trust in your products and services.

Here’s how HappyorNot use their customer reviews to build trust:

“Encouraging customers who already feel positive about your company to share their reviews also helps to strengthen their loyalty. Done correctly, you can make your existing customers feel special and valued while providing that much needed social proof for prospective customers,” said Arttu Haho, CEO of Trustmary, USA.


Read more about how to use social proof.

What the experts say

Trust is becoming more important for customers, with 67% of consumers saying that they need to trust the brand behind a product or service. (Edelman)

Customer loyalty builds gradually, from many experiences. 80% of customers gain loyalty for a brand over time, and positive experiences with excellent products, outstanding service, good reviews, all play a part. (InMoment)

Surprising and delighting your customers helps build loyalty. According to a SAP survey two thirds of customers (60%) state that unexpected rewards are the biggest reason they’ll stay loyal to a brand. (SAP)

While customer loyalty may be hard to build, it’s easy to break. 80% of respondents in a HubSpot survey said they’d stopped doing business with a company because of a poor customer experience. (HubSpot)

The pandemic has tested customer loyalty. 39% of US consumers have changed brands or retailers during the pandemic, and 79% of those will continue to explore new options. (McKinsey)

Loyalty pays, literally. 60% of loyal customers will purchase more frequently from their preferred companies, while 50% of loyal customers will buy more! (InMoment)

Best tools for building customer loyalty

Harnessing your customer loyalty doesn’t have to cost a fortune, but it does take a bit of time and effort. Luckily there are a number of tools out there that can make the process easier.

Here’s the starter-pack of the tools you’ll need to increase customer loyalty.

Social listening tools

A social listening tool allows you to monitor how people are talking about your brand, product and services.

Setting up alerts for keywords lets you track the conversation and spot trends. Positive conversations can be used for social proof, or formalized as part of your loyalty program. Negative sentiment gives you a chance to spot and address problems before they escalate.

Many social listening tools have a freemium version to get you started.

Here’s an example of Hootsuite’s social listening tool.

Customer feedback systems

While it’s a good place to start, chances are that you’re not going to get all the feedback you need from social media monitoring.

A good customer feedback system allows you to dig into the sentiment you collect from social media listening in more detail.

Collected feedback can be published to your website, or on other marketing channels, reflecting the customer’s own sentiments.

Trustmary helps you collect, publish and test written and video reviews.

Email marketing system or marketing automation

If you don’t already, get an email marketing system in place.

Remember how we said personalized experiences, frequent and transparent communications and sharing social proof can all help build customer loyalty?

Well, email marketing is your vehicle for that.

Email marketing systems allow you to build and send beautiful, personalized emails to your customers.

They’re easy to integrate with your existing marketing stack. Many allow you to segment your audience, and provide metrics so that you can see exactly how engaged your customers are with your communications.

Mailchimp is one of our favourites due to its easy drag and drop builder:

CRM system

For those who want something a bit more meaty to manage their customer data, customer relationship management (CRM) systems are centralized tools for managing your customer relationships.

CRM systems connect the dots between the key customer-facing touch points such as sales, marketing, and customer services.

They can streamline processes and provide insights on behaviors, from which you can action a much smoother customer experience. They can also help manage any customer loyalty programs you have in place.

Here’s an example of how HubSpot’s CRM system helps manage customer interactions:

B2C v B2B customer loyalty programs – is there really a difference?

We’ve already said that customer loyalty looks different for every business, but most customer loyalty programs share the same goal: maximize revenues, help retain as many customers as possible, and encourage repeat purchases.

So is there much of a difference between B2C and B2B loyalty schemes?

B2C customer loyalty

Any guesses to what’s at the core of any good B2C customer loyalty program?


Consumer purchases tend to be more heavily based on emotion than B2B purchases – the needs that the product or service fills and how it makes them feel. One Harvard professor even suggests that much of this decision-making is subconscious!

Tapping into how your customers feel is the difference between customer retention and customer loyalty.

Some examples of B2C loyalty programs:

Spend-based programs

With a goal to increase spend, customers accumulate points for every purchase that they make. Points are then exchanged for rewards like products or discounts. They can also be organised into tiered programs where customers are rewarded on their level of loyalty.

Subscription-based programs

Customers pay a monthly or yearly fee to join a VIP club which gives them access to special services and discounts. VIPs create loyalty through the feeling of exclusivity – but when taking this approach you must make sure the value of the rewards justifies the fee.

Value – based programs

Loyalty programs aligned to customer values are growing in popularity, especially as consumers are demanding more sustainable practices from the businesses they shop with.

By establishing the values that are important to your customers and rewarding this behavior you can increase purchases. You also stand to connect with your customer on a deeper level with a values-based program, as your business and products reflect their personal beliefs.

Partner programs

Strategic partnerships build loyalty by allowing customers to benefit from a team-up that adds value. In order to do this successfully, you must understand your customer to deliver value that is relevant to them and goes beyond what your company can offer them alone.

Hybrid loyalty programs

A hybrid loyalty program is exactly what it sounds like – a combination of more than one type of loyalty programs. Many B2C companies effectively combine a variety of loyalty programs for maximum impact.

Read more about Retail customer loyalty programs and  Hospitality customer loyalty programs.

B2B customer loyalty

Customer loyalty for B2B looks very different from that in B2C companies, but is just as important.

An average B2B company generates up to 30% of its total revenue from existing customers! With a much longer CLV too, B2B businesses that focus on deepening customer loyalty have the potential to boost revenue growth in a big way.

However, business clients are more likely to have more than one purchasing decision-maker, making loyalty building more complex.

For a B2B customer loyalty program to work, it has to be attractive to the key players. Taking the time to figure out who these people are and what motivates them, then feeding this back into your loyalty strategy will help deepen your relationships in a productive way.

Some examples of loyalty programs in B2B are:

Tiered incentives

A point-based system where clients are rewarded points for every purchase. When they pass certain thresholds, the clients unlock bonus incentives. A good example of tiered incentives are air miles schemes that most airlines run for business travel.

Co-marketing and support activities

Co-marketing and support programs involve partnering with your client to reach more clients and get more exposure. Affiliate programs are good examples of co-marketing:

Referral programs

Offer incentives to clients to bring potential clients to your doors. Incentives could be discount-based, or experiential, but they could also simply be more product, giving customers a chance to really fall in love with what you do.

Transaction-based discounts

Businesses offer discounts based on the transaction value for the current or future purchase (often in a limited time window). Events companies will use the ‘early-bird’ tactic for special contacts before opening ticket sales for all.”

 Read more about B2B customer loyalty

5 universal tips when implementing a customer loyalty program

Whether you’re hooked on the idea of a B2C points-based program, or a B2B referrals program is more your thing, here are 5 universal tips that will help your customer loyalty program succeed.

  1. Understand your customer

The better you know your customer, the more accurately you’ll be able to predict what they want and be able to service those needs. Nothing builds loyalty like the feeling of being heard and understood.

Deciding early which customers you want to target will help keep control over the role out of your customer loyalty program. Test and learn with one segment, whether these are high spenders or lapsed users, before moving onto the next.

  1. Find the right incentive

For incentives to work, they need to add value to your customer. Your rewards could be meaningful (something your customer already likes and can use), or just something they really want.

And incentives don’t always need to be monetary. Giving your customers experiential rewards, access to a community, or early access to products and services, can make them feel valued and like they belong.

Either way, your rewards should do just that – reward your customers for their loyalty.

  1. Make it easy

If your customer loyalty program is too difficult for your customer to gain any value from, it will have the opposite effect. Make it easy to understand, make it easy to attain, make it easy to redeem.

  1. Communicate often and communicate well

Tell your customers when they’re approaching the next tier. Celebrate the number of points they’ve collected. Show them the benefits of being a part of your loyalty program.

With frequent communication, you remind your customers of the value you are adding to their lives – plus, have a good opportunity to upsell too.

  1. Collect and learn from the data

Customer loyalty programs have a wealth of data attached to them – make sure you have the mechanisms in place to collect it. This information can help inform your product development, align your business strategy or even acquire new customers.

Read more about how to create an extensive customer loyalty program


How much should we invest in customer loyalty programs?

Businesses reportedly spent US $75 billion on customer loyalty in 2019, but a loyalty strategy doesn’t have to break the bank.

Start simple with a program that is tailored for your customers, that can be scaled up as you gain traction. For example, printing 500 paper stamp-cards, or hosting a series of exclusive training workshops for your high-spending clients, cost next to nothing.

However the return on these activities is huge. Loyalty leaders grow revenues roughly 2.5x as fast as others in their industries.

How can we measure the effectiveness of our customer loyalty program?

There is no single best measure for customer loyalty. A good loyalty program will have an impact on your NPS, repurchase rate, upsell ratio, customer engagement and even customer lifetime value.

By establishing the baseline for these metrics early, and calculating your customer loyalty index, you’ll be able to measure the success of any loyalty-focused activities you undertake.

What is the best measure for customer loyalty?

Businesses who want to get a comprehensive overview of customer loyalty should be monitoring their NPS, repurchase rate and upsell ratio, as well as the customer lifetime value, customer loyalty index and customer engagement score.

How much more valuable are loyal customers than unloyal customers

According to a Temkin Group study, loyal customers are 5x as likely to repurchase, 5x as likely to forgive, 4x as likely to refer, and 7x as likely to try a new offering.

Loyalty is hard won, but the time and effort it takes to build loyalty stands to deliver huge rewards.

Read how you can start profiting from your customer loyalty program.

What is the easiest way to get started with a customer loyalty program?

  1. Get a good understanding of your customers and what makes them tick. Qualitative research can help to steer your understanding of where you can add value and build a deeper relationship.
  2. Set a goal. Customer loyalty can have all kinds of amazing benefits but identifying what your number one priority is will give you something to work towards.
  3. Identify which customers to target first. Test and learn with one customer segment before scaling up.
  4. Define tactics that will build loyalty. Perhaps personalized emails coupled with a subscription-based loyalty program will help to increase repurchasing? Focus on activities that will help you achieve your goal.
  5. Establish a budget. Customer loyalty activities don’t have to be expensive but heavy discounting can quickly eat into your margins. Ring fence an amount you’re willing to spend, and stick to it.
  6. Set up your customer loyalty toolkit. Make sure you have the right tools in place to monitor and manage your customer relationships while capturing positive sentiment.

Customer feedback: Ultimate guide to gathering and utilizing feedback

Last edited: 21.01.2022

Growth is highly reliant on customer feedback. When choosing a service or a brand, people love to hear about others’ experiences and opinions. They feel safer when they do this – and are more likely to make a positive decision. Research shows that 90% of customers read online reviews before they visit a site.

Other people’s experiences can help you form a better judgment about something unfamiliar. At the same time, customer feedback is amazing for brands. Knowing that it impacts customers’ decisions, brands jump at the opportunity to gather and utilize it.

Nowadays, businesses spend millions on feedback strategies. That’s what this article is all about. In it, I will show you how to gather the right feedback and use it for the growth of your brand.

What Is Customer Feedback?

Customer feedback or, otherwise known as, user feedback, is a response from people who have used a product or service. The concept is simple and yet, it can go both ways for a brand. Ideally, brands get the desired customer feedback – that the customer enjoyed the product and service, and they plan to use it again soon. A worse scenario is when the feedback is more negative or altogether negative.

If you look at the big picture, no feedback is bad feedback – not even the negative one. Smart brands consider negative customer feedback to be constructive and integral for growth and development. Criticism can teach them what they did wrong, and even how to improve it.

In fact, I believe that negative feedback is a must even for the best businesses. You can’t realistically think that you’ll always do a perfect job without a flaw. In this world, there’s always room to make improvements, and things to be done better. Without negative feedback, it’s hard to realize the opportunities for improvements and find the gaps in your work.

Let me tell you a story about a startup. With an amazing idea in mind, proper funding and great talent, the startup was launched on a market. But, their software product had one flaw – a flaw that could only be recognized on behalf of customers. After a short while, the product started malfunctioning because of a glitch in its programming.

If the brand did not collect and analyze feedback, they wouldn’t know that this happened. To find out how their product was working, the brand sent out messages and surveys a few weeks after its delivery. The question was simple: “How do you like the software? Do you feel like it could use some improvements? Are you experiencing any issues?” As soon as customers started talking about the problem, it was clear that something needed to be fixed.

For this particular brand, asking about customer satisfaction right after product delivery would be a mistake. The product was obviously functioning well at first. Now, if that brand waited until customers started complaining on the Internet, they’d lose their reputation from the very beginning, before they even rose to the top. If they didn’t ask the right question at the right time, they would learn this too late.

People are appreciative when brands care. So, when the brand reached out to them to ask about their experience, and acted fast when they complained, they were extremely happy with the service. Bad words did not spread about this brand.

This is why I believe that negative customer feedback is the most valuable kind you can get nowadays. But, it also matters how and where you get it.

If you keep reading, I’ll tell you more about when and how to collect your feedback, as well as how to utilize it.

In most cases, customer feedback does three things:

·       Shares information about the product or service

·       Tells a story about the customer’s experience

·       Points out to flaws, suggests changes, or praises the good about the product/service

Not all feedback consists of these three elements. More importantly, not all feedback is the same. Different types of feedback can have different impacts – both on the business’ decisions and those of potential buyers.

For starters, I’d like to explore those types with you. This will help you better differentiate between the feedback you get, and decide which one is best for you.

Types of Customer Feedback

There are many ways to communicate with users and for them to communicate with you. As a result, there are many types of customer feedback. Let’s explore some of them.

Onboarding Feedback

Onboarding is an important process for every company. It is a process where they accept and accommodate new employees, introduce them to the  company and their work, and make them part of a team. It’s a tricky process at best, which is why feedback is always useful for the employer.

This term also refers to the first experience your customers have with your product or service. It makes it one of the most useful pieces of customer feedback your team can receive. Based on it, you can tweak your strategies and boost the customer experience in the future.

Here is a good example from Hubspot on how such feedback is collected:

Sales Objections

Brands don’t like the idea of customers not liking their product or service, but it sure happens. It happens to the best of them. The reason might be lack of product quality, but it might also mean that the customer is not your target buyer, that particular item is malfunctioning, there’s been a hiccup with delivery or customer service, etc.

When a consumer gives an expression about why they don’t like the purchase, it’s called a ‘sales objection’. In the digital sphere, businesses gain such feedback from customer service interactions, but they can also obtain the information from product trials and even demo calls.

Many brands will offer an incentive or simply require such feedback. For example, check out this message:

User Feedback Surveys

Have you noticed how sometimes businesses hand out rewards and perks without any particular goal in sight? The reason why businesses offer incentives may be hidden or seem silly, but there’s always something to gain.

Take for example, this Artifact Uprising $10 reward that people get simply if they fill out a survey. To the consumers, this looks like a very easy task, and makes for a great bargain. What they might not understand is that any survey that is filled out provides the business with invaluable information on how to sell their remaining products and services, how to improve, etc.

In fact, some even go as far as to offer hundreds of dollars or the equivalent of this in product value just for filling out a survey!

User Contact Forms

Some users will simply want to come to you with their feedback. Either they’ll be extremely pleased and want to praise your work, or they’ll tell you about some changes you need to make i.e. share their dissatisfaction. This is why it is important for any brand or site to have a contact page or a suggestions field where people can submit their feedback.

This is the easiest feedback you’ll ever collect and very often, the most useful. It’s usually those who are dissatisfied with what they got that share their feedback on their own. This is a great way to grow and learn from your mistakes.

Email Feedback

Have you noticed how, after making some kind of a purchase online, you get an email after a certain point asking you how you like it? Many businesses collect email feedback. They wait for a certain amount of time depending on what the consumer bought to send them an email with a short questionnaire, an invitation to share their feedback on a website, or a brief survey.

Email feedback is among the most popular types these days. People love opening emails. Statistics show that 47% email users open their email at least once a day. This makes it one of the best mediums to reach out to your consumers.

Here is how Airbnb collects email feedback from existing customers:

Exploratory Consumer Interviews

Consumer interviews are harder to get, but they provide invaluable insight into what the user thinks about your brand, product, and service. This offers a more personalized experience and goes a long way for boosting brand-consumer relationships. You’d be basically speaking to the consumer face-to-face i.e. capture feedback directly and in real time.

If you can convince your consumers for an exploratory interview, you can obtain a great deal of information during that time.

Take for example, Advisable, a platform for employers and employees. In 2020, they wanted to see how their Advisable Guild product will work with users. They used emails to introduce their new product, in which everyone who was curious to register an interest could use a link.

Usability Testing

Usability testing gives you an amazing opportunity – a chance to get inside the head of the consumer. This is a very popular analytics strategy nowadays. It’s done by observing people’s behaviors and thought process when they use your site or your product.

Usability testing provides data that reveals your brand’s weak points, and shows you which features work well with consumers.

Maze offers some amazing samples of usability testing here.

On-Site Activity

The way people respond to your current website design and offerings makes for the most accurate,  perhaps even most useful type of consumer feedback. You may even introduce an on-site survey instead of sending one via e-mail, giving consumers a fast opportunity to share their opinion with the brand.

For example, if users keep scrolling through your website or attempt to close a tab without taking action, a popup can appear asking: “What went wrong?” or giving them an incentive: “10% off in the next 15 minutes!”.

Or, you can simply ask them if you’re doing well and if they are experiencing some issues. Here is a great example of this:

Exit Survey Feedback

Have you heard of exit-intent technology? I believe that this is one of the best ways to get one more chance at those customers who’ve lost interest for some reason. If you manage to attract their attention with a pop-up, you might convince them to give you another shot. Or, at least, you might get an idea as to why people are leaving your website, and improve for future potential customers.

Here is what this looks like:

Social Media Feedback

Social media might be an informal method of collecting feedback, but it’s still one of the most effective. Most people use social media nowadays, which makes it an irreplaceable tool for gathering useful information. Oftentimes, customers don’t even need to be asked to provide feedback on social media platforms. They’ll gladly do so on your profile, on group pages, forums, and comments. According to Oberlo, even 71% of consumers will recommend a brand they had a positive experience with on social media to their family and friends.

Not to mention, this is the one realm where you can get an amazing deal of engagement that goes beyond traditional feedback. You can collect useful data from virtually any response you collect from consumers including comments, likes, messages, and more.

This data is not only useful to you because it tells you how to improve your brand. Many companies today use positive social media feedback to impress potential customers. Sendible has an excellent representation of this. In the following picture, you can see how a brand used customer feedback to impress others by turning it into a social media post:

In-App Feedback

The easier you make it for consumers to provide feedback, the more likely it is that they’ll do it when asked. In-app feedback is exactly that – a short and effective way to get some information from your consumers. It can include anything from a short pop-up question to a quick survey to ask consumers what they thought about your product, service, or brand overall.

Check out Patagonia’s in-app survey:

NPS Surveys

This is a simpler way to collect feedback. NPS or Net Promoter Score surveys are specific measurements of customer loyalty and satisfaction. This requires one question only:

“How likely are you to recommend our brand to your colleague or friend?”

This question is followed with a rating between 0 and 10, and perhaps an option for the consumer to leave a comment.

NPS surveys can be very useful in determining the following:

  • Detractors – people that are obviously not satisfied with your offerings and require your attention. This is where you need to intervene and make some changes to retain those customers.
  • Passives – people that still need some impressing if you want to keep them onboard. You might want to contact them if you have a way to get more information. If not, they are often left out of the NPS analysis.
  • Promoters – these are your best customers, the ones that will promote your brand and spread the word around. They are most likely to repurchase, and might even become advocates for your brand. Of course, you must nurture your relationship with them.

I liked this visual a lot. It is from your competition, I think, so you might want to create something unique and similar. It shows the reader how to read NPS surveys:

There are generally three main benefits of NPS:

  • Comparable user feedback method
  • Provides concrete information on the potential found in satisfied customers
  • Fairly studied measure thanks to academic literature


When you use a live chat on a website, how often do you receive a short survey, usually an NPS survey once you’re finished? Brands use this opportunity to collect useful data about the quality of their support, service, and the brand itself. Chatbots simulate realistic conversations and can be tweaked based on their success with consumers. This is why they often ask for feedback, usually done at the end of the conversation.

Public Review Websites

Very often, brands scour the internet to see what consumers have said about them. Many people are more likely to share their experience outside of the official website of a brand. Some do this on forums they are familiar with, and others do it because they fear the brand will delete their negative feedback.

As a result, the Web is filled with online review sites and forums where experiences are discussed. It takes some time to go through them all, especially if a brand is popular and often used, but the insight can be amazing.

The Importance of Customer Feedback

Before we jump at some actionable tips on how to collect feedback for your brand, let’s answer the most obvious question:

Why should you spend your time on collecting user feedback in the first place?

If you haven’t used feedback to improve your brand, this might seem like an unnecessary, lengthy, and sometimes even costly step. It might take a while for it to benefit the brand, which makes it seem even more unnecessary.

However, feedback is one of the strongest tools that brands have to succeed nowadays. You can only understand the pitfalls of your offerings by hearing about them from people who actually use them. You can also learn about the upside of your offerings from your consumers, and emphasize them to boost your brand’s success.

Everything nowadays should be based on user feedback. Based on the data you collect with it, you should tweak your marketing strategies, business plans, and every other part of the brand’s functioning. Here are just a few of the reasons why customer feedback is important:

·       It tells you what in your brand or products needs improvements. Plain and simple, negative feedback will tell you what you’ve done wrong. This is where you need to improve.

·       Builds a stronger customer-brand relationship – makes them feel important and valued. Let’s say that you are a customer and just purchased a product. Wouldn’t you appreciate it if the brand bothered to ask you how you like it after you made the purchase? They don’t have to do this – you already paid them – but they are dedicated to you and want to make sure that you are satisfied. It sure makes customers happier, right?

·       Good word of mouth generates more personal recommendations. When we hear about an excellent brand or service, we are more likely to spread the word around about it. How many times has it happened to you that you mention a brand you haven’t used before just because your friend told you it was amazing? It goes something like this: “You need a good hair product? My best friend is using X, she said it helped her with hair growth. If you want, I’ll ask her where she got it.”

·       Customers are much more likely to pick your brand when reading about others’ positive experiences. People are more reliant on feedback than ever. In fact, most will read reviews about anything they buy, especially if they do this online, before making the purchase. These stats certainly prove my point:

Bad feedback can help you retain your existing consumers by fixing the problem. Most companies out there aren’t doing anything to get back customers who didn’t like their products and services. So, the bad word keeps spreading around, and they lose even more customers. If you tried to fix the product or service, apologized, and maybe even compensated your unhappy customers in some way (a freebie is a great way to show you’re sorry), you might even get them back! People love brands who bother enough to fix their errors.

What kind of customer feedback should you look to gather?

We often hear that there is no rule of thumb as to what type of feedback works best for you. This is accurate in some sense, but I believe that there are a handful of things that make one type of feedback better than others based on your brand and your needs.

For some brands, the focus should be on quantitative feedback. For others, the focus should be on qualitative instead. In fact, throughout your journey, you’ll probably use both types of feedback.

And still, you need to figure out which type of customer feedback to gather for which stage of the customer journey, product development, and your brand’s strategies in general.

Let’s explore this a bit further.

Qualitative feedback is more focused on detailed answers, providing you with a deep understanding of people’s experiences and opinions.

I found that qualitative feedback is really helpful at a stage where you need to do the following:

  • Discover why potential customers are not making a purchase. You need qualitative data to find out why a particular customer did not find your features attractive, which features are not working, etc. Some might be using a competitor they’ve used for a long time, but others might think that your offers need improvement.
  • Find out where your users are experiencing problems. There are people in companies employed precisely to find out why people who almost got to the buying part did not convert into customers. They just sign up on a website and drop off the funnel. Why does this happen? To gain an understanding of why this is happening, you need more detailed and personalized data. People might find some features cto be confusing, and they are not willing to buy from you because things are unclear. A lot of the time, something as simple as a one-click survey can resolve a huge problem.
  • Find out what people think about your brand or product. We all want to know what people think about our brand and product. This is best asked directly to the customer. Questions like “How likely are you to recommend your friend to our product” work wonders here. You can actually learn what your customers think about what you’ve created!

Quantitative feedback is more focused on gathering tons of data that can be used to improve your strategies. Use it when you already know what questions to ask.

What does this mean?

There are two situations where you need quantitative feedback.

  1. You need to discover trends or patterns over time. With the data you collect, you can discover things that are impossible to segment with qualitative research. For example, if you have many customers in your brand, or many people visiting your site or using your app, it can be hard to get individual responses. But, if you analyze their actions and the trends with quantitative feedback, you can discover useful patterns.
  2. You want to know what people do. Let’s say that you have an application. Heatmap features on the app allow you to collect quantitative feedback i.e. figure out what people are doing while on your app or website. So, customers stop at a point on your landing page and stop scrolling. You need to look there and find why they do this, and what you need to fix.

I’m imagining a visual here titled: When to gather Qualitative vs. Quantitative user feedback. And the text would be:

  • Gather qualitative feedback when you want to understand things – experiences, thoughts, and concepts.
  • Gather quantitative feedback when you want to test things – your hypotheses, ideas, user activities, or theories.

Let me give you invaluable advice on this. Many brands miss out on the key information about their business because they failed to realize what type of feedback they need to analyze. So, if you are unsure which method to choose or what type of feedback to gather, you should try them all. There’s nothing bad about having a lot of data about your consumers. The important part is how you use it.

When and how should you ask for feedback?

Brands who want to attract more audience and keep people coming back for more need to collect feedback regularly, at every step of the customer journey. Thankfully, there are many ways to collect customer feedback, as described above.

In addition to using different methods, you can use different channels to collect such information. These include your website, email, social media, in-store messages, in-app messages, SMS on their phone, phone calls, etc.

Here are some useful tips on collecting feedback from consumers:

·       Regularly reach out to them by using different methods

·       Provide them with an option to reach out to you at any time, such as live chat or phone number

·       Continuously monitor the social media activity

·       Provide customers with feedback forms

·       Add a feedback request at the end of your live chat sessions

·       Create an active online community with support

·       Use NPS to evaluate the loyalty

·       Create customer email surveys for both new and existing consumers

How to analyze feedback

At some point, you’ll have collected user feedback. Here comes the important part – using that feedback to improve. Now, let’s talk about putting all that feedback data to actual use. There are five main steps to this:

1. Segment the data you collected

When you collect the data, it is time to put it to good use. Start by segmenting the information you collected. User segmentation can be divided into many categories including the following:

  • Demographics such as age, gender, location, and language
  • Behavior data such as user actions and engagement
  • Psychographic data about their interests, affiliations, and beliefs

That is not all. In addition to segmenting the feedback into this data, you can create categories for the following:

  • Free or paid users
  • User frequency segmentation
  • Time they spend on your application or your website
  • Negative behaviors such as cart abandonment, plan downgrades, unsubscriptions, and customer churn
  • Lack of activity or diminished activity

Once you have these categories, you can plan your future actions based on them. It’s much simpler and more effective when you have a basis for your next moves – people that you aim to reach with them.

2. Identify product/ service improvement areas

All those types of feedback above can help you come up with this type of data. The surveys and questions you’ve asked have yielded some answers that show you which parts of your product or service customers didn’t like.

In this part, negative feedback can be extremely useful.

3. Look for ways to resolve issues with unhappy customers to prevent customer churn

Once you realize what it is that makes customers unsubscribe, leave you bad feedback, or simply complain to you during your feedback collection, it’s time to take some action. This is why you collected the feedback in the first place – to fix the errors before customer churn occurs. At this point, use the segmentation data and all that negative feedback to find a way to make your customers happy again.

Some great ideas for this are product improvement, which should be your priority. Next, you should focus on improving your support and overall service, as well as the quality of your app and website. Finally, find ways to make amends with customers. Send them freebies, make an apology, replace or refund their products, etc.

4. Discover potential advocates for your brand and create strategies to nurture them

The people who are most frequent customers of your company, like and share your posts, leave comments online, and positively respond to your surveys – are your best brand advocates.

But, if a person is satisfied with what you are offering them and buys again and again – this doesn’t mean that you should forget all about them. Your job is never finished.

In fact, these are the people whose relationships are most important for your brand. Nurture them with loyalty programs and perks, special offers, personalized emails, discounts, etc.

If you don’t do it, someone else will.

As mentioned above, people saying great things about your brand can prompt others to pick it. Influential people in the industry or influencers can do even more. They are excellent at convincing others that a brand is a good choice for them.

Find the right influencers and pamper them with your amazing service and products. Their word of mouth will come to the right people if you pick influential people in your industry.

5. Use the feedback to motivate your team to improve

Lastly, all of the feedback you gathered along the way needs to prompt some action on behalf of your brand. You can’t possibly do it alone – you need the help of your team to make it happen.

Your team members will appreciate the good words of others. After all, they are the ones who did the job right, and praise is always appreciated.

They might not feel great about the negative feedback, but show them that this is an opportunity for growth and progress. Use the feedback you gathered and your analysis to demonstrate to your team how you can improve – and motivate them to work on it with you.

6. Work to get even more testimonials

Gathering user feedback is not something that you do and get over with. The goal of every business is to get more positive testimonials that will convince others to choose it. There are some excellent practices to help out in this process, as well as software that you can use to make it happen.

Best softwares and tools for gathering (and analyzing) feedback

There are a plethora of tools and software products that your company can use to capture feedback and analyze it accurately. Some of the best you could use are:

·     Trustmary – gather written and video testimonials and use them to generate more leads

·    Google Forms – create customized surveys ready for dissemination to customers

·    Typeform – collect conversational data and customize the user feedback experience with follow-ups

Frequently asked questions about customer feedback

How often should feedback be asked from customers?

To answer this question, I need to tackle the point when it’s best to collect feedback. How often you do this will depend on your brand and the nature of your product. For example, if you’re selling software, you can’t expect to gather a lot of useful data the same day the client makes the purchase. You might get some feedback on the quality of service, but you need to give them time to test the product first. In this case, you should reach out to them at least a week after, giving them some room to test it.

How should customer feedback be utilized?

By asking customers for feedback, you show them that you value their opinion. Feedback is utilized to improve a brand’s image, tweak the existing marketing strategies, as well as gather information on how to improve the products and services offered.

Can I ask for feedback regularly?

This is a definite no. You must carefully choose the time when you’ll ask for feedback, and make sure that your method does not require too much work or time on behalf of the customer. If you overdo it, people won’t be willing to provide feedback. If you do it at the wrong time, for example a long after the customer used the product, your feedback can be inaccurate because they won’t remember the details. If you do it too early, they won’t have what to tell you and provide inaccurate information that skews your data.

Final Thoughts

In the end, I’d like to share an amazing statement from Survey Monkey with you:

“The old saying, “The customer is king” may be true, but great customer feedback lets both of you share the throne.”

No matter what industry you work in, how big your small your brand is, how much money you have to dedicate to this – customer feedback is the key to your success. From the moment when you create your products to the point when it becomes widely known and wanted, it is customer feedback that paves your path.

That being said, you should view this as a work in progress. Dedicate a lot of time to it. Put some effort into it. Invest some money to gather and analyze it. And most importantly, put that data into actual use.

The Ultimate Guide To Customer Experience

Last edited: 21.01.2022

Introduction To Customer Experience

Steve Jobs said, “You have to start with the customer experience and work backward to the technology.”

Jeff Bezos says, “It’s our job every day to make every important aspect of the customer experience a little bit better.”

Warren Buffet notes, “Any business with delighted customers has a sales force they won’t have to pay.”

Why do these market leaders focus so much on customer experience?

The simple answer is that they understand its importance. They know that providing the customers with an everlasting experience is a sure-shot way to ensure business growth.

What Is This Guide About?

This guide will help you understand all there is to know about customer experience. You will learn:

  • How to measure customer experience quantitatively and qualitatively.
  • The best metric for measuring customer experience.
  • How to use different channels to connect with customers to gather feedback.
  • When and how to measure customer experience during the customers’ journey.
  • How to analyze and improve customer experience.
  • Various software for measuring customer experience.
  • The relationship between employee and customer experience.

What Is Customer Experience? Why Is It Important?

Customer experience is defined as the complete experience of your customer when dealing with the company.

It helps you step in the customer’s shoes and experience their reality as they interact with your brand. Thus, it incorporates various factors like emotions, attitudes, responses, and behaviors.

Furthermore, it helps you understand the needs of the customers and tailor your business strategy accordingly.

An exceptional customer experience can help your brand stand out from the competition. Moreover, it can become the cornerstone of unparalleled success by converting potential clients.

“Excellent customer service is the number one job in any company. It is the personality of the company and the reason customers come back. Without customers, there is no company.” – Connie Elder

Discover more reasons to develop customer experience by clicking here.

How To Measure Customer Experience?

Connecting customer experience with business results is the key to any successful company. But, to do that, we must learn various ways to measure customer experience.

These metrics are divided into two categories: quantitative and qualitative. We’ll go through these categories in the following section.

Quantitative Metrics

Quantitative metrics are defined by a set number that represents the results. These numbers offer general facts.

Furthermore, they help showcase the change from one strategy to the other.

The following are eight of the most common quantitative metrics.

  1. NPS

Net promoter score (NPS) provides an insight into customers’ perceptions of your business. This percentage can range from -100% (not recommended at all) to +100% (recommended to friends and family).

It is measured using a practical and straightforward question, “How likely are you to recommend this business to a friend or colleague?”

The scale ranges from ‘0’ being least likely to ’10’ most likely. People who answer between 0 – 6 are known as detractors. The ones who answer 7 – 8 are passive and not included in the calculation. Lastly, people who answer 9 – 10 are called promoters.

NPS is the difference between the total number of detractors from the total number of promoters


Click here to go through What is NPS, and how do you measure it? For more details.

  1. CSAT

Next, we will look at CSAT or customer satisfaction. This score represents customers’ satisfaction regarding a specific experience.

CSAT works wonders as an in-the-moment measure. Thus, it can be broken into individual questions that focus on specific areas of services.

Compared to NPS, CSAT offers an insight into what the customers think about your services right now.

The following is an example of a CSAT survey.

Source: Qualtrics
  1. CES

The Customer Effort Score measures the effort customers exert to get desired outcomes. It includes ordering a product or speaking to a customer service representative.

The usual question in CES is, “how easy was it to solve your problem today?”

NPS and CSAT give us an average score. However, CES provides a distribution. It helps identify customers who had no trouble going through your services effortlessly.

Furthermore, it can also help identify people who struggled. Thus, you can pinpoint customers who might need a more personal touch to solve their problems.

Here is an example of gathering CES scores.

Source: Kayako

CES helps you identify complicated processes in your services. A complex process can introduce friction, which customers don’t appreciate. Streamlining the process can help negate that.

94% of customers going through an effortless experience are likely to repurchase. In contrast, only 4% of those who went through a high level of effort will come back to the same brand.

  1. Customer Retention Rate

The customer retention rate is linked with customer loyalty. It helps analyze the

the number of customers that stayed with the brand over a period.

According to a Temkin Group study, loyal customers are five times more likely to repurchase a product or service. Furthermore, they also are more likely to forgive shortcomings. Furthermore, they are also four times likely to refer and seven times more eager to try a new product or service.

Customer retention rate is also linked with customer churn rate, which we will look at in the following section.

  1. Customer Churn Rate

Customer churn rate is the percentage of customers who cancel their subscriptions. It also includes customers who don’t make repeat purchases.

Calculating the churn rate is straightforward. Just divide the number of customers lost by the total number of active customers for a given time frame.


When measuring the churn rate for subscription-based companies, defining what it means to lose a customer (churned) is crucial. For example, if a customer has not continued their subscription within 90 days, they may be considered ‘churned.’

  1. First Contact Resolution

The first contact resolution rate shows resolved tickets within a single response. The higher this number, the better.

A high first contact resolution rate gives you an edge over the competition. It means that your team and process are running efficiently.

Yet, that is easier said than done. Customers might want extra information or have follow-up questions.

Working with your team to plan proven replies that can help increase the first contact resolution rate.

An example of such responses could be, “Is there anything else I could help you with?”

  1. Average Resolution Time

A reply is not a resolution. Simply making contact isn’t enough to resolve the issue at hand.

The average resolution time is the time it takes to resolve the customers’ issues. This time should be as low as possible to allow your team to handle many clients.

One way to decrease the average resolution time can be to share knowledge with your customers. Thus, allowing them to do their research and come up with solutions.

Another way can be to train your team with effective responses which help resolve the issue in the least amount of time possible.

  1. Customer Referral Rate

The customer referral rate compares total sales with sales due to referrals.

For example, if your referral rate is 5%, that means 5 in every 100 purchases come from referral programs.

This metric relates to the customer experience and can be linked with NPS.

NPS promotors will refer your product and services to their friends and colleagues. Hence, increasing ‘promoters’ can increase referral purchases and positively impact your profits.

In summary, quantitative metrics help you see the numbers behind the customers’ relationship with your brand. Furthermore, they can also help you predict various changes in revenue.


Qualitative Metrics

Numbers are well and good, but if you want a complete picture of the customer experience, you need qualitative research or feedback.

Qualitative metrics help customers express their thoughts and emotions in words. They help understand parts of the experience the customer appreciated and parts that weren’t too pleasing.

The following are five ways you can collective qualitative customer experience data.

  1. Observation

Observing the customers allow you to notice their behaviors. Furthermore, you can identify factors and patterns in your service that affect those behaviors.

Carefully observing the interaction between a client and the business can help you figure out specific points of concern. Moreover, you can also become aware of features that seem to please your customers.


There are five rules when it comes to customer observation. I have provided a brief description of each.

  • Ordinary
  • Attentive
  • Accurate And Objective
  • Timing
  • Debrief And Analysis
  • Ordinary

The observer must keep an open mind and notice the normal reactions of the customers. They often hold more value than surprise reactions.

Furthermore, paying attention to details can highlight something that bothers the customers. Hence, you can cater to potential pain points. Thus, increasing their satisfaction by offering pre-emptive solutions.

  • Attentive

To be attentive means to gather the information that is coming from the customers without judging. It can be easy to analyze and miss important details.

An easy way to achieve better attention can be to assign roles before the session begins. For example, one person can lead the session. At the same time, the other person is the silent observer and focuses with complete attention.

  • Accurate And Objective

Remaining accurate and objective can help you notice the what, when, where, and how people behave in certain situations.

Furthermore, to remain accurate in the observations, you must leave your pre-conceived notions at the door.

  • Timing

The timing of an event can have a great impact on the customer. Thus, observing what is going before, during, and after the event can be vital.

Furthermore, it can be helpful to remain patient. People often react differently when they know they’re being observed. They need some time to open up and relax.

  • Debrief And Analysis

To fully use the potential of observation, it should be followed by a debriefing session. This session will bring the observers together to share and analyze the observations.

That being said, reflecting on the observations over a couple of days helps reach a deeper understanding.

Adhering to these five rules will help make your observing sessions much more productive.

  1. Interviews

One-on-one interviews can give the customers a feeling of individual attention. When interviewing a customer, it is important to focus on the right questions.

There are many types of questions you can ask. However, the right questions will circle five main areas. These include:

  • Expectation Fulfillment
  • Feelings And Emotions Experienced
  • Ease Of Doing Business
  • Creation Of Strong Memories/Stories
  • Future Loyalty
  • Expectation Fulfillment

Fulfillment of expectations can lead to customers being truly pleased with the brand. Hence, it can be vital to know about these expectations beforehand. Some questions you can ask in interviews can be:

  • How did your experience and expectations differ?
  • Were all your expectations met?
  • Were any expectations exceeded/not met?
  • Feeling And Emotions Experienced

Asking your customers questions about feelings and emotions can help them explain their experience.

These questions can be formed as:

  • What did you feel when…?
  • Did you feel valued as a customer?
  • How would you describe your emotions while interacting with our team?

Pro Tip: You can use the feelings circle to help customers pinpoint their exact feelings and emotions.

  • Ease Of Doing Business

This parameter links to CES. While discussing the ease of doing business, you can invite the customers to make suggestions.

Below are some examples of how you can do so:

  • Do you feel our website is easy to navigate?
  • How easy/hard was the process of ordering the product/service?
  • How can we improve the process to make it easier for you?
  • Creation Of Strong Memories/Stories

Creating strong memories allows the customers to form a deep connection with the brand.

Asking questions about stories can help fortify them in the customers’ minds.

Some questions that can help you do that are:

  • What are some highlights of your experience?
  • Did you share the experience with your friends/family/colleagues?
  • How would you describe this experience to your friends and family?
  • Future Loyalty

The question regarding future loyalty is linked to NPS. Some brands have modified the NPS question so that it reflects actual past recommendations.

Thus, the question becomes:

“Have you recommended us to family/friends/colleagues?”

Furthermore, you want to ask questions that allow customers to explain their experiences. ‘Open-ended questions,’ more on that later, can be a potent tool in an interview.

  1. Open-Ended Questions

Open-ended questions allow customers to talk and explain their thoughts, emotions, and experience.

Furthermore, they can even make suggestions that can help you improve your current strategy.

Open-ended questions begin with the following words: why, how, what, describe, tell me about…, or what do you think about…

The following are some examples of open-ended questions.

  • Why are you likely to recommend this product to your friends/ colleagues?
  • How can we improve your satisfaction with our company?
  • What do you think about this product?
  • Tell me about the experience you had when dealing with company X
  • What do you think about the new marketing strategy of company Y?

The answer to these questions can be long and carry much detail. Thus, it is vital to analyze these answers and look for trends, common points, recurring positive/negative themes.

  1. Surveys & Questionnaires

One-on-one interviews can lead to customers spending the entire interview focusing on one question. Furthermore, they are limited in scale.

There are times when you want the customers to answer multiple questions. That is where surveys and questionnaires can help you out.

Surveys help ask a series of questions quickly. You can think of questionnaires and surveys as conducting interviews on a larger scale. Thus, it can be an effective tool for gathering huge amounts of customer feedback.

The following list shows the many types of questions you can use in your surveys and questionnaires:

  • Multiple Choice Questions
  • Likert Scale Questions
  • Matrix Questions
  • Dropdown Questions
  • Demographic Questions
  • Ranking Questions
  • Image Choice Questions
  • Click Map Questions
  • Multiple Choice Questions

These questions offer many choices of answers. They are simple and easy to use for customers as they only need to pick the most suitable option rather than think of an answer.

  • Likert Scale Questions

Likert scale questions are used to judge the customers’ opinions and feelings. These questions give the respondents a range of answers, for example, “not at all likely” to “highly likely.”

  • Matrix Questions

Matrix questions allow you to ask a host of different questions that have the same response options. A series of Likert scale questions can combine to form matrix questions.

  • Dropdown Questions

Dropdown questions are basically multiple-choice questions that don’t overwhelm the customers.

  • Demographic Questions

Demographic questions help create customer profiles. These questions can be powerful tools to segment your customers w.r.t. their age, gender, occupation, relationship status, etc.

  • Ranking Questions

Ranking questions can be ideal to understand customer preferences. However, they do require that customers are aware of all the choices offered. Furthermore, they can be a bit time-consuming.

  • Image Choice Questions

Customers answer these questions by selecting an image. Suppose you want customers to vote on various potential logos for a new product. In that case, an image choice question will be perfect as the customers can view and choose the image that appeals to them.

  • Click Map Questions

A click map question asks customers to click on a specific part of the image. For example, showing the product packaging image and asking customers to click on the part intrigues them.


SuperValu is a good example of a brand using questionnaires and surveys to collect feedback. They conducted discussions with 12 customers twice a month to reflect on the price, quality, service, and ad promotions.

The feedback was used to enhance the planning procedure of store managers.

  1. Focus Groups And Customer Insights

Lastly, let’s talk about focus groups. Focus groups are composed of individuals chosen based on demographic analysis. They have a common trait that allows them to come together and discuss the brand/product/service.

A moderator helps keep the discussion on track while generating as much information about the specific topic. It will be helpful to note that the moderator should not introduce personal bias.

After the focus group has concluded, the collected information is analyzed. The analysis can help recognize spaces for new products or services.

You can compile the data from the group process in a day. Whereas compiling data from surveys and questionnaires might take weeks.

Focus groups allow companies to study a limited sample size of potential customers. It allows them to observe patterns and behaviors that can represent the masses in general.

Furthermore, it allows brands to predict customer reactions before launching their products/services. Thus, it can help save millions of dollars.

The fluidity of focus groups allows you to gather data about specific topics or the overall customer experience.

Thus, you can design groups that offer insight into customer service representatives’ performance.

Moreover, healthy interactions within the group can lead to recommendations and suggestions. These suggestions can help the company deliver an enhanced customer experience.

Why Is NPS The Best Metric For Measuring Customer Experience

In the previous section, I have shown you many metrics to measure customer experience. Some of them help measure minute changes, while others help you dive deep into customers’ feedback.

Yet, which one of them stands out to be the best metric for measuring customer experience?

The best metric for measuring customer experience is the Net Promoter Score (NPS). It is the most popular metric; used by two-thirds of Fortune 1000 companies.

“If you do build a great customer experience, customers tell each other about that. Word of mouth is very powerful” – Jeff Bezos

The above quote highlights customers acting as marketers for the products/services/business. NPS is the measure of customers who act as marketers on the company’s behalf. 

The following are seven reasons why NPS is the best metric for measuring customer experience.

  1. It measures the likelihood of repeat business

NPS separates the customers into three categories (as shown before). These categories help forecast business growth, cash flow, and gauge customer satisfaction.

  1. It provides the big picture

NPS focuses on the entire customer journey and provides a complete look at the experience. In contrast, CSAT and CES surveys are based on the customers’ last interaction with the business. Hence, they only capture a part of the customer experience.

For example, an unhelpful service call may skew the CSAT or CES scores negatively. Yet, the customer might still enjoy the product, company, social presence, etc.

  1. It’s relevant to everyone

Since NPS is a measure of the entire business, it’s relevant to every individual in the company. Hence, a strong NPS reflects that all the components of the business are doing a good job.

Likewise, a weak NPS can state that one or more links in the chain need to be sorted. Hence, it can become the basis for further positive change.

  1. It gives direction for change and improvement

Building on the previous point, NPS offers you a clear number of people who wouldn’t recommend your business. Thus, you can use it to probe deeper into their problems.

Coupling NPS with follow-up questions and surveys allows you to use its full potential. You can target the detractors and get their feedback to introduce meaningful change that can lift your company.

  1. It’s simple, user-friendly, and inexpensive to put in place

Measuring NPS is as easy as asking a single question. It takes less than five minutes to complete. Furthermore, you can distribute the survey over various channels (phone, email, SMS).

  1. It helps track change over time

NPS shines when it is used to measure changes over time. Tracking NPS over time allows you to notice trends and track business performance while trying new strategies.

Furthermore, you don’t have to limit it to the entire company. You can use NPS to track the progress of specific teams and departments in the company and compare them.

  1. It is easier to benchmark against competitors

NPS is globally recognized and used by leading brands. Thus, you can find benchmarks of your specific industry and compare your business to market leaders. Furthermore, you can even investigate local benchmarks.

In contrast, metrics like CES and CSAT have a lot of variables that determine their final score. Thus, it can be difficult to find accurate industry-specific benchmarks.

The NPS turnaround by British Gas is a shining example of the usefulness of this metric. British Gas was losing money on its home heating installation business.

They trained their employees in the NPS framework. They developed a daily NPS reporting process for employees in all their districts.

This framework, coupled with engineers calling the customers and asking for feedback, increased NPS from 45 to 75 percent.

The decrease in customer complaints decreased led to fewer employees for complaint resolution. Furthermore, customers started to pay their bills on time, which led to positive cash flow.

The following articles can further enhance your understanding of NPS and why it is the best metric for measuring customer experience:

Different Channels That Help You Collect Customer Feedback And Customer Experience

You have learned how to measure customer experience. Now we will look at the different ways you can connect with customers and send out your surveys.

The following are some of how you can reach customers and ask them about their experience.

  • Phone

The telephone allows people to talk over large distances. It is now seen as a traditional tool for connecting with customers. Telephonic conversations offer the most ‘human’ experience. Customers can have a flowing conversation with the representatives.

It can also be ideal for less tech-savvy individuals who would prefer to call the company.

  • Email

Emails can be tailored according to the needs of the brand. Furthermore, they can be sent out to many consumers at the same time. You can even ask for customer feedback on an upcoming product and understand customers’ needs with a well-crafted email.

However, email is a more delayed mode of communication. Yet, it offers unparalleled global out-reach. Busy consumers who do not want to engage in a long discussion prefer communicating via email.

This article offers some tips on sending NPS email surveys for maximum results.

  • SMS

SMS, or short message service, is a combination of email and phone. SMS is used for quick responses.

It is a personalized message that can be vital to gathering feedback. SMS allows you to send the same message to multiple consumers at the same time. Thus, combining this channel with quantitative metrics is a winning combination.

Furthermore, you can customize messages to offer automated responses that feel humanistic. The connection made through SMS is more personal.

  • Website

Your website can be a source of knowledge to the customers. However, it can also help you gather feedback.

Attractive-looking websites make the process straightforward and help guide customers through various sections.

The enormous space of the website allows you to incorporate full-fledged surveys. Thus, consumers can detail everything about their experience.

Moreover, you can allow customers to converse with customer care representatives. You can do this by incorporating a live chat feature. Thus, you can engage with a large share of customers on your website.

The best thing about a website is transitioning from purchasing a product or service to giving continuous feedback. Thus, preserving the raw emotions, feelings, and thoughts of the customers.

Learn how to gather website NPS by reading this short guide.

  • In-App

In-app customer feedback has become very popular in recent years. Companies usually gather quantitative feedback.

The convenience of registering the feedback using a single tap is something that the customers appreciate very much.

Successful apps collect customer feedback. Then they ask customers to write a review without hassle.

Many companies feature multiple channels that allow them to cover a wider customer base.

Allowing more customers to register their feedback increases the growth potential. Furthermore, it helps form a lasting relationship with them.

Casper, the mattress company, used channels to connect with customers.

They created a chatbot named ‘Insomnobot3000’. This chatbot would allow customers to have real conversations through their mobile. However, that was not all.

Through the chatbot, Casper collected mobile numbers and offered discounts and promotional offers. It is estimated that within the first year of launching ‘Insomnobot3000’, Casper generated over $100 million in sales.

When And How Should You Measure Customer Experience?

Let’s apply metrics and channels we have gone through to a customer journey.

A Framework Of The Customer Journey

Source: Delighted

Let’s start by overviewing the customer journey.

Custom journey maps help visualize the customers’ interactions. Companies gain insight into their clientele. Furthermore, they help inform about the customers’ experiences through all the different touchpoints that the customers.

At What Points Should You Use What Metrics For Measuring Customer Experience?

“Successful CX programs require aligning everyone in your organization with your customers’ goals. Ultimately, delivering the experiences your customers demand comes down to monitoring and measuring your customer’s journeys, so you can identify the best opportunities for improvement. ” – Jeannie Walters, CCXP.

Follow the link to have a better understanding of the customer experience at the beginning of the journey.

Many designers quickly get overwhelmed when matching custom journey maps and metrics.

The following are some questions that you should consider when matching metrics with a customer journey.

  • Should I measure the entire journey or specific touchpoints?
  • Which metrics should I use?
  • What metrics match with a specific point in the customer journey?

The best solution lies somewhere in between the extremities of those questions.

The following is a step-by-step guide that will give you a solid base for matching your metrics with the specific journey of your customers.

  1. Measure The Entire Customer Journey

This first step looks at the customer journey as a whole. We need to find a metric that helps represent the entire journey simplistically.

The guiding question in this step is, “As a whole, how efficient is our customers’ journey?”

Many metrics can help you at this stage. We prefer using quantitative methods as they offer a single representable number for the entire experience.

Metrics like the NPS, CSAT, or CES score cover a broad base to capture the entire journey.

Some studies show that CES is better suited for predicting repeat customers and increased spending.

Source: iScoop

Yet, the consulting firm McKinsey says that maximizing the satisfaction of a customer journey can help increase happiness and revenue up to 15 percent.

It will be beneficial to use many metrics to get a complete picture of the customers’ experience.

  1. Align Metrics To Purchase Journey

The purchase journey differs from business to business. It usually contains about four to five steps, and each step will have a different metric.

A general framework for the purchase journey is shown below.

  • Awareness

The essential question at this stage is that “are customers aware of your brand, products, services?”

Some metrics that can help you tackle this question can be the share of voice (SOV) and the number of visits your site receives.

  • Consideration

The main question you should ask is, “When the customers want to buy the type of products we sell, are we considered as an option?”

You can use metrics like keyword traffic, website traffic, and retail store visits to measure this.

  • Purchase

Imagine that the customers have begun their purchasing process. Are they finishing their purchase? By answering this question, you can look deep into the habits of your customers.

Some metrics that can help you do this are cart to completion rates, abandoned cart rates, and footfall in stores compared to purchases.

  • Retention

Customer retention plays an important part in keeping the business running. Questions like, “are the customers returning for more purchases?” can help your business turn a profit.

Customer Lifetime Value (CLV), return visitors, customer service ticket volume, session length, frequency of session are metrics that can help you measure the retention rate.

  • Advocacy

Advocacy is the customers’ will to recommend your brand. Customers who advocate your brand become brand ambassadors who can convert potential customers.

NPS is specifically designed to ask this question. Checking sentiments, reviews on social media, and referral codes at specific points can help you out.

  1. Define Metrics For Specific Touchpoints

Touchpoints can either make or break your customers’ experience. The essential question you should ask is, “Do our touchpoints enhance the customer experience?”

Let’s look at some examples of physical and digital touchpoints metrics to have a better understanding.

  • Physical Touchpoints
  • Retail Stores
  • People visiting vs. number of purchases
  • Basket size
  • Overall sales in retail
  • Number of queries to staff
  • Retail Point Of Purchase Communications
  • Sales increase of featured product
  • Visual prominence
  • Overall sales uplift
  • Halo effect on sales in similar categories
  • Digital Touchpoints
  • eCommerce Website
  • Uptime, drop-off points,
  • Bounce rate,
  • Loading speed,
  • Mobile page performance,
  • Dwell time
  • Online Chat Support
  • Length of support interactions,
  • Customer satisfaction surveys post-chat,
  • Repeat purchase from customer,
  • Wait-time,
  • Customer sentiment in chat

Specific touching metrics carry significant importance. You need to know the exact point at which your customers feel not looked after.

Adidas provides a brilliant example of digital customer experience done right. They noticed that customers are attracted to online shopping. Hence, they created a personalized customer experience using data insights.

By investing in customer experience in the digital space and listening to customer feedback, they sold over 1 million pairs of shoes in a year.

Learn more about digital customer experience by going through this article.

The above method and example have given you some ideas to make a unique customer experience measuring strategy.

How To Analyze Customer Experience

So you’ve sent out the survey and got results. Now it’s time to analyze your findings.

Analyzing the customer experience gives you an insight into the customers’ minds. Furthermore, you get to see repeating trends and study the cases of outliers.

Analyzing the customer experience is the first step to addressing various issues and concerns faced by the customers.

After gathering all the data points, it can be helpful to address the individual complaints. Furthermore, you can also view the cultural mindset surrounding the issue or problem.

Let’s look at these concepts separately.

  • Micro-Level Issues (Individual Complaints)

To analyze macro-level issues, managers or supervisors can reach out to customers who made the complaint. This process requires interpersonal skills to listen to their story.

  • If the issue comes from the failure of an employee, the manager can commit to educating them.
  • Suppose the reason behind the complaint relates to a company policy. In that case, the manager can explain the reasoning behind the policy or discuss it with the policymakers.
  • Macro-Level Issues (Cultural Mindset)

To analyze macro-level issues, you need to take a step back and look at the big picture. This process does not include every customer. Thus, it can be ideal for focusing on your most valued and perfect customers.

To get the highest impact, make sure you focus on the following factors:

  • How common is the experience? Does it affect 4% or of your users? Or 40%?
  • How serious is the issue? Does it keep people from converting? Or is it a minor annoyance?

In the early 2000s, Microsoft was not showing significant growth. The new CEO focused on creating a strong presence on various social media platforms. This presence helped them highlight micro and macro-level issues.

By listening to customer feedback, they created new products that helped their customers. Which, in turn, helped their business grow.

In the following section, I will show you some ways to improve your customer experience.

How To Improve Customer Experience?


There are many ways to increase customer experience. We have listed down the seven most important steps to do so.

  1. Create A Well-Defined Customer Experience Vision
  2. Understand Your Customers
  3. Create An Emotional Connection
  4. Capture Real-Time Customer Feedback
  5. Use A Framework For Team Development
  6. Listen To And Act Upon Regular Employee Feedback
  7. Measure The ROI
  8. Create A Well-Defined Customer Experience Vision

The first step is to create a set of statements that act as a guiding principle for the organization. Embed these principles into the training, development, and behaviors of the individuals.

  1. Understand Your Customers

One way to understand the customers is to create general customer profiles. These personas will help your team understand customers’ problems.

  1. Create An Emotional Connection

Customer loyalty is not dependent on the number of various products or services you offer. It is dependent on the emotional connection that you make with your customers. Your products and services must aim to fulfill the customers’ needs rather than showcase your technical know-how.

  1. Capture Real-Time Customer Feedback

By having real-time data, you can analyze whether your customers are pleased or not. You can use various channels and deploy a combination of metrics. Thus, you can figure out where customers are feeling delighted and what points are problematic.

  1. Use A Framework For Team Development

A quality framework will help you cater to the individual training of all your team members. By using a set framework, you can identify the needs of every member and follow their progress.

  1. Listen And Act Upon Regular Employee Feedback

Regular employee feedback can help you assess the situation in the team. The staff can share ideas on how to increase the customer experience. Furthermore, they can voice their concerns about a particular direction that the company is taking.

  1. Measure The Roi

You can use any one of the many quantitative or qualitative metrics to know if the strategy is working or not. Customer experience relates to the success of a business.

The Peak End Rule

The Peak-end Rule states that people’s judgment of an experience depends on how they felt its peak and its end. That means that their customers will remember the best/worst part of the experience and its end for companies.

Source: Rob Voase

Hence, your company does not have to tweak every single touchpoint until it’s perfect. By making efficient changes at the peak and end, you can create a massive shift in customer experience.

The following are three tips you can use to enhance the customer experience and make it memorable.

  • Speak In Your Customers’ Language

Go through the feedback data and pick out common pain points. It will help if you can explain how you plan on dealing with those occurrences.

By highlighting testimonials, you can show that you have done it before. You can also include FAQs that offer value to potential customers. Using the customers’ own words can be very impactful in these situations.

  • Train Your Team To Listen

Some customers appreciate speaking to humans. Thus, you have to train your sales team to listen first and listen empathically. It will allow them to better connect with the customers’ problems and offer solutions that benefit both parties.

  • Don’t Make People Wait:

Customers don’t like waiting. Connect with customers and let them know about the sale or the shipping information as soon as possible.

Furthermore, if there are any changes to the schedule, let them know.

After catering to the peak-end rule, you can move towards tweaking other touchpoints. Hence, you can enhance the customer experience further.

You can do this by:

  • Offering a frictionless and human experience
  • Creating an everlasting impact
  • Facilitating the customer in every step of their journey

Improving the customer experience is about realizing where customers encounter turbulence. You can create an environment where the customers feel secure and valued to speak their honest minds.

Customer Experience Softwares

This section will cover five various softwares that are used to measure customer experience.

  • Trustmary

Trustmary offers the ability to collect and use testimonials for more conversions. Clients can measure NPS, CSAT, CES and collect feedback. They can convert feedback into testimonials in written and video formats. Furthermore, this software also allows you to publish testimonials. Thus, you can test various testimonials, measure conversions, and create new lead generation forms. Contact them here.

  • Lumoa

Lumoa uses artificial intelligence to collect insight from customer feedback automatically. This cloud-based software allows for multi-channel data collection and features a comprehensive dashboard.  Lumoa makes it very easy to assess the impact of customer-orientated activities on clients. Furthermore, users can easily see the trends behind various metrics.

  • Listen360

Listen360 is an NPS-based customer feedback system. It makes it easy for customers to answer the question. It also analyzes the answers for greater insight. Furthermore, the feedback can be tracked in real-time. It goes through ‘Voice of Customer’ to gather specific words and phrases that help users see key pain points.

  • Zonka Feedback

Zonka Feedback allows users to create customizable surveys. You can distribute them over various channels. Furthermore, it organizes the incoming data and provides insights. Thus, users can engage in result-orientated action that helps close the feedback loop. It offers multi-lingual surveys, which are useful for international businesses.

  • Startquestion

Startquestion is based on calculating NPS. It offers ready-made surveys which can be tailored to your specific needs. You can select the gradual distribution option. Thus, you can observe dynamic changes and ensure continuity of measuring customer experience. It offers notifications and weekly reports too.


For more options about NPS measuring softwares, feel free to go through this article.

Survey Templates From Top Brands

This section shows surveys of three of the most popular companies in the world. We will see various examples of quantitative and qualitative metrics being put to use.

  • McDonald’s

McDonald’s runs an online portal called McDVoice. It showcases a beautiful example of customer-centricity (customers’ feedback matters).

  • Nike

In this example, we look at Nike. They ask specific questions relating to the greeting of customers in their retail stores. Their customers can pick a number and leave textual responses. This model uses a combination of quantitative and qualitative metrics.

  • Starbucks

Starbucks gets their customer appreciation due to their crisp questioning. This line of questioning helps them gain relevant insight into the customers’ needs and tailor their services accordingly.

Note that these companies use a customized look and feel to match their branding style.

How Does Employee Experience Affect Customer Experience?

What Is Employee Experience?

Employee experience defines how companies develop, nurture, and grow an employee-centric culture. Some questions that come up when making an employee-centric culture are:

  • How can we set our employees to be most successful?
  • How should we give them control of their careers?
  • How do we help them set and achieve their goals?
  • How do we help them grow and succeed in the workplace?

Happy and satisfied employees help create happy and satisfied customers.

Imagine being a customer and walking in to see disgruntled and displeased-looking employees. Immediately, you would start forming a judgment related to the brand itself. And not a good one at that.

How Are Employee And Customer Experience Linked?

Research shows that engaged employees can lead to a better customer experience. This effect is clear when you look at the numbers. Companies with a high customer experience have almost two times more satisfied employees.

Simply put, satisfied employees will not look at customers as another hurdle. The customers would represent an opportunity for the employees to grow in their field.

Southwest Airlines has been ranked as one of the best places to work due to its ’employee-first culture. The company reminds its employees to enjoy and take pride in their work.

The result is a long-lasting positive customer service experience. Southwest Airlines’ employees go above and beyond for their customers. One such incident occurred in 2011 when the pilot waited for a man who booked a last-minute flight and got stuck in traffic.

This case study can help you have a better understanding of customer and employee experience.

What Is Customer-Centricity?

Customer centricity is a strategy that puts the needs of the customers at the core of the business. It offers a positive experience to the customers that can help build a lasting relationship with the company.

You get a wealth of data by making the customers the center of attention. This data can help give you a complete picture of the customer experience.

Applications will allow you to understand the buying behavior, interest, and engagement of the customers. Furthermore, you can also look at gaps to introduce new products, services, and promotions for your ideal customers.

Deloitte and Touche show customer-centric companies generated 60% more revenue than their counterparts.

To become custom-centric, companies have to go through a major shift in structure and ideology. However, the reward is worth the effort. There are only a few things better than offering your customers an experience they won’t ever forget.

FAQs About Customer Experience

Should I Thrive To Improve Customer Experience?

Yes, a fulfilling customer experience can help sustain the growth of your business. It also helps promote brand loyalty, customer retention, and brand advocacy.

What Is The ROI Of Improving Customer Experience?

Customer-centric companies are 60% more profitable compared to companies that don’t focus on customers. Brands with superior customer experience bring in 5.7 times more revenue than competitors. 84% of companies that work to improve their customer experience report an increase in their revenue.

What Is An Example Of A Good Customer Experience?

Imagine a retail store. A good customer experience will include the staff remembering and appreciating repeat customers. Furthermore, they will strive to form a connection with the shoppers. Moreover, the store will put the product knowledge to good use to offer value to the customers.

What Is An Example Of A Bad Customer Experience?

Imagine a company that isn’t available to cater to customers’ queries and requests. Furthermore, they have poor automated phone prompts, long wait times, and multiple line transfers. Moreover, the representatives will offer cookie-cutter solutions to complex problems. 

How Is Customer Experience Measured?

Customer experience is measured quantitatively and qualitatively. Some quantitative metrics include NPS, CSAT, and CES. While qualitative data can be collected using surveys, focus groups, and open-ended questions.

How Often Should You Measure Customer Experience?

During a customer journey, you should measure customer experience after every stage and at the end as a whole.

For the long run, you should measure custom experience at least two times a year. Measuring customer experience repeatedly will help you catch on to any trends.

What Questions Should You Ask To Measure Customer Experience?

The following are a few questions that can help you calculate customer experience:

  • How likely are you to recommend this business to a friend or colleague?
  • How easy was it to solve your problem today?
  • How satisfied were you with [company]?
  • How can my company serve your needs better?

In Conclusion

In summary, I created this guide to cover different topics related to customer experience.

This guide has shown the following:

  • The explanation and importance of customer experience
  • How to measure customer experience quantitively and qualitatively
  • The best metric for measuring customer experience
  • Different channels you can use to connect with your customers
  • How to measure customer experience through the customers’ journey
  • How to analyze and improve customer experience with a focus on the peak-end rule
  • Leading software to help measure customer experience
  • The relation between employee experience and customer experience

Hopefully, you have gained enough knowledge to start creating a customer experience model for your business. However, if you would like to learn more about customer experience and how it can impact your business, feel free to check out the links below.

Customer Experience Improvement – 7 Ways to Improve Customer Experience

Managing Customer Experience: 4 Techniques to Level up Your Business

Building blocks of successful sales from the customer experience perspective

How to develop the customer experience of your current customers?

Definition of customer experience – what is the customer experience, how it is built, and how is it managed?

The Definitive Guide to Optimizing Conversion Rate

Last edited: 21.01.2022

Have you ever wondered what CR, CRV, CRO, CTR, CPL, CPC, SEM, ROI (to name a few…. ) are and how they matter to your business?

Me too. I got tired of not being 100% sure what people are referring to in meetings when these acronyms come up.

Have you been in a similar situation?

I didn’t dare to ask anyone what on Earth they were talking about, so I did my research and decided to share my findings with others. Now you don’t have to go through the trouble of googling and reading everything there is on this topic, as I’ve summarized it for you.

If you want to understand what conversion rate is and why it matters,

You’re in for a treat, as the following article will:

  • demystify the acronyms
  • Explain how they are relevant for your business
  • Showcase good conversion rates from different businesses
  • Help you control and improve them

Once you understand how conversion rate works, you’ll be able to:

  • Create more effective marketing campaigns
  • Track your campaign performance
  • Minimize ad spend
  • Maximize your sales

Off we go!

1. Demystifying the Most Used Acronyms

Here’s a quick overview of the most used acronyms that are related to conversion rates. After the list, I’ll provide you with some examples of them to deepen your understanding. There’s an own section dedicated to conversion rates and optimizing them, but I’ll quickly introduce other relevant terms as well, because you need to understand what they mean in order to improve your conversion rate in the future.

AcronymStands forTells youHow to calculate
CRConversion RateHow many people have acted based on seeing your adActions / ad interactions
CVRConversion RateHow many people have acted based on seeing your adActions / ad interactions
CROConversion Rate OptimizationRefers to the process of increasing your conversion rate on your website or app
CTRClick Through RateHow many times someone has clicked on your ad vs. how many people have seen itClicks / impressions
CPLCost Per LeadMeasures how cost-effective your marketing campaigns are.Marketing spend / total number of new leads
CPC (or PPC)Cost Per Click (Pay Per Click)Determines costs for showing users’ ads on search enginesTotal ad spend / number of clicks
SEMSearch Engine MarketingCompanies pay for their ads to appear as search results
ROIReturn On InvestmentHow profitable your investments areTotal profit – marketing costs / marketing costs x 100%
KPIKey Performance IndicatorHow well you are doing on a specific department/task
SEOSearch Engine OptimizationSEO aims to get more of your potential customers to find you by using search engines

Click Through Rate (CTR)

CTR can be used to figure out how well your keywords and ads are performing. It is calculated by taking the number of clicks a specific link has and dividing it with the number of people that saw it.

It’s commonly used to measure online ad campaigns and the effectiveness of email campaigns.

For example, if you have a 60 clicks on one of your banned ads and 10.000 people have seen it, your CTR for that would be:

60/10.000 x 100%= 0,06%

CTR is a simple metric to use to track how many people you have been able to direct to your site. Anything that happens (or doesn’t happen) after you have the people on your site is related to conversions.

Cost Per Lead (CPL)

Measures how cost-effective your marketing campaigns are.

Wikipedia’s definition of CPL is: “CPL is an online advertising pricing model, where the advertiser pays for an explicit sign-up from a consumer interested in the advertiser’s offer.”

To simplify, CPL refers to how much money you have to spend to get a single lead. CPL doesn’t take into account how many clicks your ad has had, but focuses on how many people converted by, for example. submitting their email address to a form.

You can calculate your CPL by taking your total marketing spend and dividing that by the total number of lead you got.

Cost Per Click / Pay Per Click (CPC / PPC)

Cost Per Click and Pay Per Click are synonymous and they refer to the cost of getting a single click on your ads on search engines, social media platforms and all other platforms.

This is a very common online advertising revenue model which is mostly used by advertisers that have a set daily budget for a campaign. Once you’ve reached your daily budget, your ad will automatically be removed from that website’s rotation for that billing period. In other words, you won’t exceed your budget.

You can calculate your CPC by taking the total ad spend and dividing that by the total number of clicks.

The problem with this model is that you can’t really make sure beforehand if you are getting quality clicks that will then also convert once they’ve clicked the ad. This model is also prone to have at least some accidental clicks, and each click costs you money.

Search Engine Marketing (SEM)

Search Engine Marketing refers to a model where someone is paying search engines (such as Google) to increase their search visibility. Companies pay for their ads to appear as search results on the top of search engine result pages (SERPs).

Notice those little “Ad” marks? Yup, these aren’t organic search results, but paid ads. These companies have paid Google for certain keywords. When these paid target keywords are are googled, BAM, the ad pops up.

Return On Investment (ROI)

ROI in laymen terms= How much money you spent is compared to how much profit you made with that spending.

In marketing terms, this translates to tracking how much you’re spending in ads and how much those ads are creating profit.

ROI Formula:


  • Add up how much money you got at the end
  • Subtract the marketing costs from that to get the
  • Divide that by the marketing costs
  • Convert into a %

The higher your ROI is, the better you are doing. The only way you can start improving your ROI is to keep a close eye on your conversion rate.

Key Performance Indicator (KPI)

You can measure your non-financial performance with Key Performance Indicators. Even though they don’t have a monetary value, they heavily contribute to the company’s overall profitability.

In the marketing context, KPIs are measurable factors that are tied to specific objectives of a marketing campaign. They are used to track progress during a marketing campaign and to measure the overall effectiveness of that campaign.

Some KPIs of marketing:

  • Number of new customers
  • Customer lifetime value
  • ROI on ad spend
  • Cost per lead
  • Conversion rates

To summarize: Setting and tracking KPIs help you create strategic marketing campaigns and evaluate the results.

Search Engine Optimization (SEO)

Search Engine Optimization refers to the process of improving the quality and quantity of the traffic to your website from search engines.

In English: By doing SEO, you aim to get more of your potential customers to find you by googling the products or services you offer.

Conversion rates are one metric to track while doing SEO. But before you can start doing SEO effectively (or at all) you need to understand what conversions are.

Here’s our beginner’s guide for doing SEO


There are many abbreviations to learn, but trust me: Once you start improving your marketing campaigns by tracking the aforementioned aspects, you’ll soon be a native in using them yourself.

As you are now familiar with the abbreviations I’ll use them throughout this article. Since we now have the basics covered, it’s time to dive right into the actual topic of the day – Conversion Rates.

2. Defining Conversion Rate

We have a lot of ground to cover, but let’s start from the basic concepts and move on to the bigger picture.

We’ll go over the following topics:

  • Conversion Event
  • Conversion Rate
  • Conversion Rate Optimization
  • The Importance of Conversion Rates

Conversion Event

First, we have to understand what a conversion event is. Conversion events refers to any action you want your website visitors to make.

Examples of conversion:

  • Purchasing from your online shop
  • Registering to your site
  • Signing to your newsletter
  • Commenting a blog post
  • Sharing your content in their own social media channels
  • Downloading a guide you wrote
  • Asking for a quote of your service
  • Booking a demo
  • Signing up for a subscription (free or paid)
  • Watching a video you posted
  • Clicking on an ad or even a link
  • Reading an article you mention in your other article

The list goes on. To summarize, conversions aren’t just doing sales or something directly related to it, but rather they are KPIs that are relevant for your industry and business model.

Conversion count means the number of times an action has happened. However, it’s more important to focus on the conversion rate than on conversion count, because starting only at the conversion count might trick you.

For example, if you count how many times an ad was clicked, you’ll lack the information what happens once people are on your website. This is what you should track and aim to improve. That being said, each conversion event can have their own conversion rates.

Conversion Rate (CR or CVR)

Conversion rate measures how effective a webpage, email or an ad really is. It tells you how many viewers or website visitors performed the desired action once they were exposed to your content.

Conversion Rate Optimization (CRO)

Refers to the process of increasing your conversion rate on your website or app.

The Importance of Conversion Rates

Conversion rate is a metric that will help you track, improve and speed up your growth. By collecting this sort of meaningful data, you can start comparing and contrasting how your ad campaigns are performing in multiple advertising channels.

If you don’t know what is working well, you can’t repeat it let alone improve the results.

Optimizing your conversion rates will:

  • Get you more sales with the same traffic
  • Increase your ROI on paid ads
  • Help you get more email signups and quote requests

3. How to Calculate Conversion Rate

Conversion rate can be calculated by taking the number of people that completed the desired action by the overall size of the audience. This number will then be converted into a percentage.

CRV = the conversions divided by the total visitors and multiplied with 100.

You can also see this number directly from your Google Analytics:

Who counts as a visitor?

Even though it might seem simple on paper, there are many scenarios you should consider before you start to track your conversion rate.

Let’s look at an example:

Matt visits your site once while Amber visits five times within a week.

Ask yourself:

  1. Do we count unique visitors? In this case you’d have two.
  2. Do we count if the same user visits our site five times within the tracking period? Then you would have a total of 6 visitors, even though there are only two unique people.

Both are correct ways to go about it, and you are free to choose whichever works the best for you. You just have to remember to be consistent and count with the same logic every time.

One conversion event or all of them?

Another thing to consider is how to count users that are converting.

Matt buys one product from you, Charlene doesn’t buy anything, while Amber keeps on ordering more and more stuff and ends up making six purchases during the month. At the end of the month, your total sales count is seven.

Again, you have two options.

  1. Count only unique persons (2 people bought, so two conversion events)
  2. Count each person as many times as they convert (1+ 0 + 6 purchases = 7 conversion events)

Feel free to choose either one of the options presented, but remember to use it consistently in all your measurements.

I Have My Conversion Rate. Now What?

Okay let’s take an example:

You run an ad campaign on LinkedIn that reaches a total of 20.000 people. 500 people out of the 20.000 people clicked on the ad.

500/20.000= 0,025 –> Your conversion rate is 2,5 %

Now you have tested one ad which got a 2,5% conversion rate.

CampaignNumber of clicksReach of the adConversion rate

Once you have your conversion rate for one ad campaign on LinkedIn figured out, you can start figuring out what works and what doesn’t:

Launch the same campaign on different channels and compare results

This way you’ll figure out what is the most cost-efficient channel to reach your target audience.

CampaignNumber of clicksReach of the adConversion rate

In this scenario, I’d put more effort on LinkedIn than on Facebook, as there’s a significant difference in the conversion rate.

Modify the campaign and run it again on LinkedIn

This will offer you insights on what works and what doesn’t.

CampaignNumber of clicksReach of the adConversion rate
Campaign1- LinkedIn50020.0002,5%
Campaign2- LinkedIn1005.0002 %
Campaign3- LinkedIn60010.0006%

Campaign 3 clearly outperformed previous campaigns, even though it reached less people than the first campaign. Now that you have the data, you can start drawing conclusions on:

  • What is your target audience
  • How to reach them
  • How to motivate them to convert (=to do something)
  • How to get better results with less effort

Conclusion on conversion rates:

Once you start measuring your conversion rates, you’ll be able to analyze trends and to start improving your overall conversion rate. A higher conversion rate translates to more results with the same effort.

You can allocate the saved marketing resources to new and more effective campaigns to further boost your sales or direct them to other areas of your business.

As we’re now experts on how to calculate conversion rates, let’s now focus on increasing website conversion rates.

4. Actionable Ways to Increase Your Website Conversion Rate

This part will focus on CRO and nine most effective ways of doing it.

1. Check Your Site Speed

Be honest: When was the last time you did this? Do it, for example, with Google’s PageSpeed Insights. Now. The results will give you a baseline to start improving.

Here’s an example how they may look like. The greener, the better.

People are busy and they’ll quickly leave your page, if it isn’t loading fast enough (= within a few seconds).

According to research, one in four visitors will leave your site if it takes more than 4 seconds to load. According to Portent, conversion rates drop on average by 4,42% with each additional second of load time during the first five seconds.

So: Optimize your site speeds to get more conversions. Here’s one of our blog posts where you can find some additional information on improving site speed.

2. Run A/B Split Tests on EVERYTHING

Sometimes, it’s the smallest things that bother us and make us leave a site without buying or signing up for a newsletter or discount code.

Such factors include:

  • Your headline
  • Font size
  • Body copy
  • Colors and icons used

You can run an A/B split test to test different versions of the same page, while only changing one aspect at a time.

In this example, by changing the call to action button from blue to green an adding an arrow improved the click rate by 20%.

Even though doing A/B tests to each tiny variable might sound like tedious work (because it is), it’s still worth the trouble. I’m not saying go through each tiny detail, but it’s a good idea to test out at least some aspects which you might have overlooked before. You’d be surprised about which aspects actually make a difference.

What is the smallest and most surprising tweak you made that ended up making a huge difference in your conversion rate? Let me know in the comments.

I’m always baffled at how seemingly random details make a big difference.

If you’re looking for an easy tool to do A/B tests, start your free 14-day Trustmary trial.

3. Audit Your Landing Page

As your landing pages are the pages you are directing people to and which are designed to convert visitors into leads, they need to be on point.

Try using an online tool to get a user behavior report of your site to gain insights on what your visitors are doing on your landing page.

Crazy Egg is a nice tool. It gives you a heat map of what the visitors are clicking on or browsing on your landing page.

Once you know what they are interested in, you can try to improve conversions by tweaking the aspects you would like them to see.

4. Make Your Offer Clear

Which one sounds more appealing?

  • If you want, you may get my e-book here.


  • Download my free e-book on conversion rate optimization!

Don’t be afraid to be clear about what you have to offer. The clearer your offer is, the more likely the right audience is to take on the offer.

After all, your products or services are developed to fulfill a very specific need. Be clear what that need is and how you are better than your competitors. That will for sure lead in a higher conversion rate.

5. Write a Blog (& Improve It!)

Blogs are a great way to offer your customer helpful and insightful content about your industry and the problems you solve. In addition, your readers can be turned into leads.

However, you shouldn’t write a blog just because you hope it might improve your conversion rates. Write one, because you want to help and educate your site visitors. The results will follow. But only if you do a good job with your content.

Never forget that “Content is the reason search began in the first place.” as said by Lee Odden, who is a B2B Marketing Strategist, Author, International Speaker, and the CEO of TopRank Marketing.

That being said, once you have published some blog posts, you should start tracking how they are performing

Track at least:

  • CTRs – gets you an idea of which types of content generate and convert leads
  • CVR – lets you know which posts turn visitors into leads or even customers

Even though your CTRs would be through the roof, you need to make sure by tracking CVRs that those readers are becoming leads or customers instead of being just visitors. Once you have a baseline for both these metrics, it’s time to start the improvement phase.

How to Get More Conversions from Your Blog

  • Take the posts with most traffic, but lowest conversion rates and the posts with the least traffic.
  • Analyze and improve SEO to get more traffic
  • Update older posts with up-to-date information (it makes a huge difference to the credibility if something was written in 2011 vs. in 2021).
  • Add pictures, infographics, gifs, videos, etc to make the post easily skimmable (so people see the call to action at the bottom of your post)
  • Add call to actions throughout the post to increase conversion rates

6. Call to Action (CTA)

Call to action is a term used in the marketing world that refers to any design element that’s purpose is to get the audience to perform a desired action immediately. In other words, to convert.Use CTAs to encourage people to convert immediately.

Some examples of CTAs

  • Buy now
  • Visit our site
  • Subscribe to our service here
  • Start your free trial
  • Download a free e-book
  • Click here
  • Book a demo

5 Actionable Tips for Improving your CTAs

  • Use active verbs (“buy”, “join”, “visit” etc.)
  • Try to use first person point of view (“Yes, I want a free e-book!” or “Yes, keep me posted via email”)
  • Use a strong color for all your CTA buttons
  • Place CTAs both above, middle and below the fold (below the fold will most likely get you the most relevant results, but make it easy for your visitors to convert at any given stage!)
  • Don’t make visitors fill in too many fields. (Focus only getting emails, if your aim is to get email signups.)

These are simple tricks to maximize people’s engagement to your site. No matter if you have a ecommerce site or a B2B service site, you need CTAs to make people convert.

CTAs may look different in mobile apps and on your mobile website, but they still work all the same.

7. Use Social proof to Build Trust

For people to give you their contact information (or more importantly, money), they need to trust you. The easiest way to improve your conversion rate is to increase your potential customers trust in you.

Start using social proof (=people tend to copy and follow the actions of others) by adding testimonials and reviews from your satisfied customers. Adding social proof to your site is one of the biggest impact factors in terms of conversion.

More Conversions with Testimonials (Simple 2-step process!)

  • Determine your target audiences
  • Analyze which types of users are coming to your website and from where. Some variables include location, gender, age, source they came to your site from. (Google Analytics is a great tool for finding out these aspects and many more)
  • Create tailored review popups
  • People only trust reviews that seem authentic and they feel like they can relate to the reviewer. To maximize your conversions, start showing your target audience reviews they find relatable.
  • If you are a B2B business, add customer logos alongside with reviews as they increase the credibility even more.

Example of How Social Proof Influences Conversions

Peter lives in Philadelphia and is looking for a contractor to fix his roof. He googles “roof contractors in Philly” and finds options online.

  • Company A states that they fix roofs and install windows in Philadelphia
  • Company B says that they fix roofs in Pennsylvania

While Peter ponders which company he should request a quote from, a review popup from Company B appears on the lower left corner.

“Mike L. from Philadelphia just left us a review: “10/10, these guys really know what they’re doing”

Even though Peter was hesitant at first, because company B said that they operate in Pennsylvania and not specifically only in his town, he was convinced after seeing a review from the same city. Peter goes directly to the “contact us” page of company B and fills in his contact information to get a quote from them. Because company A wasn’t able to convince Peter in time, they were left without a conversion.

The same model works for all types of websites and services. Use social proof and reviews to prove that your products or services create value and that you are a trustworthy company in the first place.

Don’t Have Reviews to Publish?

If you haven’t collected reviews and testimonials yet, start your 14-day trial with Trustmary now.

On top of getting reviews, using Trustmary enables you to:

  1. Publish the collected reviews on your website (with one click!)
  2. Create and publish tailored review popups to relevant target groups
  3. A/B test which popups work and in which context

8. Build urgency

“Grab yours now! Only 5 products left!”

“6 people are currently viewing the same hotel” (And there’s only 2 rooms left with a lower price)

“Sign up before the group is full. Only 2 spots left!”

“You have only 4 days left to claim your exclusive discount code via email”

When was the last time you bought something or signed up simply because the offer had a time limit tied to it?

The magic of building urgency is that it makes people scared that they are missing out on something great. Each and everyone of us is constantly looking for the best possible deals. By creating a certain amount of urgency in your offer, you can significantly increase the chances of getting more conversions.

Try to make your offers be valid only a certain time and you’ll be surprised how much revenue or results you’ll create the closer you get to the expiration day.

9.Remove Distractions

Keep things simple and remove distractions. Make user actions as frictionless as possible.

This doesn’t mean that you need to only have a “Buy here” button on your page, but aim to make your design user-friendly. Trust me, your conversion rate tells you exactly what works and what doesn’t, so make changes accordingly.

How to Identify Distractions

  • Review your entire website, page by page
  • Use heat maps to see what people are doing on each page
  • Critically evaluate all the links and content you have. (Is it motivating people to convert? If not, it’s distracting.)
  • Do A/B tests to see what effects removing something has

Conclusion on CRO

On the one hand, your website has one goal: Help you sell your products or services.

On the other hand, your website a an effective tool that can help your turn relevant visitors into customers later on, if they aren’t ready to buy at that moment.

By optimizing your conversion rates, you’ll enjoy the following benefits:

  • Gain a better understanding of your customers
  • Maximize your marketing spending
  • Decision-making is based on marketing data instead of a feeling
  • Creating a pool of potential customers you can market to (Will help tons, when launching new features or products!)
  • Improved search performance
  • Increase customer lifetime value
  • Lower your customer acquisition costs

If you’re looking for a sign to start making conversion rate records, this is it.

5. Industry Benchmarks of a Good Conversion Rate

A good conversion rate is very different for each industry. It depends on a vast variety of factors, such as:

  • Industry your business is in
  • Types of conversions that are typical (purchase, creating a profile, quote request, ,…)
  • Source of the conversions (mobile app, website, social media,…)
  • whether the conversion is free (subscribing to an email list) or requires money (buying a product)

Generally speaking, a good conversion rate = a conversion rate that is better than what it previously was. In other words, you’re competing against yourself. Use your own previous results as a benchmark.

However, to give you an understanding of how well you’re doing compared to your competitors, let’s dig right in.

Overview of CVR by industry

Unbounce has used AI in their research to analyze more than 44.000 landing pages and over 33 million conversions. That has helped them to calculate some industry-specific averages (all CVRs combined and divided by their number) and medians (putting all CVRs to a line-up and taking the middle value) for conversion rates in 2021.

How do you rank up against some of these industries?

Real Estate2,6%7,4%
Family Support3,4%9,0%
Business Services3,5%8,7%
Medical Services3,6%7,4%
Home Improvement3,8%7,2%
Events & Leisure5,2%13,4%
Fitness & Nutrition5,6%13,2%
Finance & Insurance6,2%15,6%
Media & Entertainment7,9%18,1%
Catering & Restaurants9,8%18,2%

Below we’ll have a look at some industries and their specific features in more detail.

B2B Websites

PropelGrowth set out to research what is a good conversion rate for a B2B business. Their method was to break down the funnel process based on lead qualification and to measure conversion rate in each step.

Steps of Lead Qualification:


  • Inquiry to MGL = 5% conversion rate
  • MQL to SAL = 60% conversion rate
  • SAL to SQL = 50% conversion rate
  • SQL to a win = 27% conversion rate

Due to the typical length and complexity of the sales funnels in B2B, measuring conversions should be done at each stage of the funnel to figure out what needs improvement. Furthermore, according to this data you should prioritize conversion rate optimization on prospects who are further down your funnel.

E-commerce websites

A 2017 Moz e-commerce benchmark study showed that the average conversion rate for e-commerce websites was 1.6%.

To understand this better let’s break it down:

  • 1000 visitors go to product page
  • 16 of them make a purchase
  • Conversion rate is: 16/1000 x 100% = 1,6 %

However, that 1,6% is only an average. It doesn’t say anything about how many products the website has sold or how expensive the products are.

Landing Pages

A massive 2021 study of landing pages showed the median conversion rate to 16 different niche sectors. Across these sectors, the average median rate was 3,2%. The overall conversion rate average was 9,7%.

Such reports are highly valuable to marketing professionals that work in niche sectors, as they can compare their marketing data numbers to others in the industry.

It’s important to take into account that the customer journey on each of these sectors is unique in both their length and complexity. Not every conversion will have an impact on your revenue in short-time thinking, but every conversion is a step closer to growing your business.

Facebook Ads

Wordstream did a study on Facebook Ads in 2021 and concluded that the average conversion rate for all industries was 9,21%.

The top three performers on Facebook are:

  • Fitness (14,29%)
  • Education (13,58%)
  • Employment & Job Training (11,73%)

We can only guess what makes these three industries to be on top of the list. I’m fairly confident that it has to do with the fact that Facebook is a platform where people are easy to target thanks to the vast amount of information they’ve willingly added to their profile (full name, age, gender, location, former education, places visited, movies/tv shows/music genres they like,…). After all, Facebook a social media that is used to stay connected to friends and acquaintances.

All of the industries that are doing well on Facebook Ads have been successful in tapping into this information probably by knowing their target audiences and developing great strategies for reaching them.

Conclusion on average CVRs

Generally speaking, it’s hard to define an average conversion rate for all industries. It’s more beneficial to compare your conversions with your previous conversions than it is to compare your numbers against anyone else’s. It’s kind of like comparing a newcomer’s revenue to the revenue of a global organization. What’s the purpose?

After all, the way to grow is to concentrate your marketing efforts on CRO instead of comparing yourself against others.

However, we can draw some conclusions on average CVRs.

  • E-commerce conversion rates are generally speaking a lower and they range between 1.84% and 3.71%.
  • The average conversion rate across industries ranges between 2.35% and 5.31%.
  • Average CVR for B2B varies between 2.23 and 4.31%
  • Mobile app store pages perform significantly better than anything else and their average CVR is 26.4%.

Always keep in mind the following:

  • Even though an average CVR for a certain industry would be high, it consists of all the CVRs which also include the lowest and the highest CVRs. The lowest might be 0,1 % and the highest 99%. You can’t figure that out from looking at the average CVR, so don’t be discouraged if your CVR is lower than the reported average.
  • Many industries and companies don’t publish their conversion rates at all. This might be, because they aren’t tracking them at all or because they don’t look too good. Reliable industry standards are hard to come by.
  • Figure out what is your average CVR and work on that

6. Beware: Conversion Rates Can Be Misleading

You shouldn’t blindly stare at your numbers and think they’ll tell you the truth. They shouldn’t be treated as the green light at the end of the dock, but more as a guide through the sea of marketing data.

Here are some aspects to consider before blindly trusting the number you see in your Google Analytics.

Traffic Quality and Source Affects Conversion Rates

It’s a no-brainer that you should care more about the traffic quality and source than just the conversion rates. Don’t focus on maximizing CRV at any cost, but rather on optimizing it.

For example, if your mobile app gets downloaded by potential users a lot but never used again, were those really worthy conversions?

After you’ve done some tests on your average conversion rates in different channels, you can better track what your ROI on them is. That’ll help you determine whether you should focus on (or maybe even ditch) a specific marketing channel.

Instead of focusing solely on CRVs, your goal should be to increase the conversion rate of qualified leads versus any lead.

Would you rather

  • have a lot of traffic that result in getting thousands of email addresses, but they never purchase from you


  • get half the traffic, but half of them end up buying from you within the next six months?

Even though these scenarios would have the same exact conversion rate the impact on your revenue is completely different. Focus more on your ROI (conversions are a part of that) than only staring at CVRs.

Seasonal changes

Always consider what kind of seasonal aspects influence your business in general.

I’d reckon it’s pretty hard to sell snowboarding gear in the middle of the summer no matter how optimized your website is. Seasons often have a direct impact on the number of people

a) visiting your site

b) converting from visiting

For B2B businesses, there usually is a drop in sales and conversion before major holidays. No-one wants to add to their already full schedules, but rather we try to tie any loose ends before the vacation starts.

Don’t be discouraged, if your conversions drop during a certain period. Before you start A/B testing like never before, check the following things:

  1. How are my sales in general this time of the year?
  2. How many users have visited during the last month?
  3. What kind of conversions did I have last year at this time?

It might be that your services or products just aren’t in high demand during a certain season.

If that is the case, you have three options:

  1. Develop your business by inventing and launching new features, products or services that work around the year
  2. Go on a vacation when business is slow anyways
  3. Optimize your conversion rate in reasonable limits

Doesn’t take into account value of different customers

If you could decide, which customer would you want to get?

Customer A brings you 3.000€ during the next five years.

Customer B brings you 6.000€ during the next year.

Customer C brings you 8.000€ during the next five years.

I’d personally take Customer C and aim to increasing their lifetime value even more during those years they are my customer. Customer Lifetime Value (LTV) is a term that refers to how valuable each customer is during their entire relationship with you.

But how is LTV related to CVRs?

Well, that’s the thing. It isn’t. And that’s the problem.

All revenue is good revenue, but you should pay attention to from which source you get your most valuable customers from. You can’t do that by only tracking conversions across different channels.

CVR is a great metric, but you have to take into account that it also has its limitations.

Conclusion: Conversion Rate is a Good Servant, But a Bad Master

Simply staring at conversions will get you nowhere. Treat them as the great metric they are, but remember that they can be a misleading goal.

7. Best tools for Conversion Rate Optimization

Once you have made the right call and decided that you need to optimize your conversion rates, you should go over this list to figure out which CRO tool would work the best for you. They are categorized by different purposes.

A/B testing software

Google Optimize

  • A free tool for all users. Can be updated to the paid premium testing and personalization tool, Optimize 360
  • You can run up to five simultaneous experiments
  • Recommended user-type: SME businesses that are getting started with A/B testing


  • One of the leading A/B testing tools on the market
  • Fairly expensive, but it’s praised for being user-friendly
  • Recommended user-type: expert marketers, enterprise-level companies

Technical analysis software


  • Helps you analyze why and how you’re losing leads
  • Combines heatmapping and session recording features with funnel and form analysis
  • Recommended user-type: Businesses that want to analyze their visitor experience

Lucky Orange

  • Gives you a comprehensive overview of how visitors interact with your site
  • Offers session recordings, dynamic heatmaps, live chat possibility and analytics
  • Recommended user-type: companies that are only getting started with CRO, as it offers a little bit of everything

Popup builders

Popup Smart

  • Lets you create a simple popup for your website without having to code anything
  • Offers building an email list and engaging with customers
  • Recommended user-type: e-commerce businesses


  • You can enhance your site experience with Justuno’s pop-ups
  • Offers gamification, personalized onsite experiences as well as segmentation and targeting
  • Recommended user-type: Companies with complex customer journeys and versatile ad channels

On-Page Lead generation tools


  • Lets you survey your visitors while they’re on your website
  • You can simultaneously collect feedback, get behavioral insights and generate new leads
  • Recommended user-type: Companies that want to understand their customers better while getting leads


  • Generates you more subscribers, leads and sales from your existing traffic
  • You can create a visual offer, target and personalize them and test and adjust in real time
  • Recommended user-type: Businesses that already have a lot of traffic

Social proof tools


  • Lets you leverage and automate social proof to get you more conversions
  • Several customizable notifications (purchase, analytics, conversion)
  • Recommended user-type: marketing agencies, bloggers, e-commerce websites


  • Lets you make the most out of social proof to get more leads
  • Integrated feedback collection with NPS, pop-up possibilities, A/B testing to optimize, automation
  • Recommended user-type: Growth companies

8. Great Resources to Learn More about Conversion Rate Optimization

In case you want to deepen your knowledge on CRO, here are some great options.

Individual blogs

  • The Daily Egg
    • Features everything you can imagine about optimizing your conversions
  • Backolinko
    • If it’s relevant, Backolinko has you covered. It might take a little digging to find the exact topic you are looking for (as there’s just so much content), but their articles are always worth a read.



  • Authority hacker
    • They cover a lot of different topics on marketing and also have a blog that’s worth reading
    • Includes real life stories on CRO!

Online courses

  • Jon Penberthy’s AdClient
    • Jon is enthusiastic about helping his clients thrive and offers many different kinds of courses and resources.
  • Other great resources can be found simply by using search engines. After all, if they don’t appear among the first search results in the search engine you use, can they teach you how to achieve that

Share your favorite books, podcasts and other resources for learning more about conversion rate optimization in the comments!

9. FAQ about Conversion Rate

What is a good conversion rate?

A good conversion rate is one of two things:

  1. Better than your previous conversion rate for that period
  2. Better than your competitor’s conversion rate

It’s highly likely that you don’t know if your numbers are better than your competitors, so I’d suggest focusing on your own long-term data.

What do I do with a conversion rate?

Analyze what are the reasons it looks the way it looks. If it’s high (over 15%), try to keep it up and to optimize it for even better results.

If it’s low (close to 0%), start optimizing your conversion rate now to get more sales.

What does conversion rate actually measure?

It measures how many people are acting the way you want them to compared to entire audience that saw your ad/app/email/website.

Conversion rate can measure, among other things, downloads of your app from the app store, sales from online shops, number of subscribers to your email list or asking for a quote.

Is 5% a normal conversion rate for an ad campaign?

It all depends on what is your normal. As conversion rates are highly variable, it’s always best to compare the stats of your ad campaign to the previous campaigns you did. This way, you can start to figure out what works on which channel and what needs to be improved.

What is a bad conversion rate?

The absolute worst conversion rate is the one you don’t know. Generally speaking, if your campaign, app or site aren’t performing as well as they did before, those conversion rates can be considered bad.

How does conversion rate optimization work?

Once you have all the marketing data available, you look at what has worked and what hasn’t. Then you focus your marketing efforts on improving those campaigns that did bad, bettering the ones that did good and enhancing your overall visitor experience to become frictionless.

When you are doing CRO successfully, you are getting more sales qualified leads and sales than before. Remember that increasing traffic isn’t a great goal to have.

Why should I spend my time on conversion rate optimization?

You get more results with less effort and a lower ad spend.

If that doesn’t sound good enough, you’re also gaining insights on your potential and current customers which will help you improve the customer journey and to grow your revenue in the process. If that doesn’t helpful, I don’t know what would.

Actionable Guide to Measuring and Analyzing Customer Satisfaction in 2021

Last edited: 21.01.2022

In this highly competitive world, it’s not only crucial to get new customers, but to make sure your existing customers are happy.

Why? If you think customer acquisition is expensive, losing your current customers will lead to bankruptcy before you even notice.

In this article, you’ll get a detailed overview of the topic starting from the basics and ending with a detailed guide on how you won’t lose a single customer anymore.

Topics covered:

  1. What is Customer Satisfaction?
  2. Why Customer Satisfaction Matters?
  3. Most used Metrics to Measure Customer Satisfaction
  4. When and how should you measure customer satisfaction?
  5. 11+1 Key Questions to Ask Yourself When Choosing the Feedback Collection Software
  6. 5 Customer Satisfaction Softwares to Consider
  7. How to Analyze Customer Satisfaction Data?
  8. What to Do With the Analysed Data to Improve Customer Satisfaction?
  9. Conclusion: Is Customer Satisfaction Still Important in 2022?
  10. Simple Step-By-Step on How to Create a Customer Satisfaction Survey

As we have plenty of ground to cover, let’s cut to the chase.

1. What is Customer Satisfaction?

Customer Satisfaction is a factor that -quite literally- can make or break your business.

At its simplest it’s a numeric representation of how happy or unhappy customers are when they interact with you in any way. This includes the whole lifecycle from the first contact to using the company’s products or service to the possible after-sales service offered.

Here are some examples of factors that influence your customer satisfaction:

  • Customer’s expectations
  • How these expectations are met
  • Communication
  • Quality of your product or service
  • Value you bring to the customer

Customer satisfaction can be measured (CSAT, NPS) and the data can be collected in many different ways (email, in store, in app,…) which are explained later in this article.

2. Why Customer Satisfaction Matters

Let’s talk about the importance of customer satisfaction for a bit.

You have done all the heavy lifting: developed a kick-ass product, perfected your customer service, marketed your company to the right people in the right places. As a result, you finally have a steady stream of customers.

But are you able to keep them all or are some of them leaving in silence?

The cost of customer acquisition has risen dramatically by over 50% in the past 5 years and is expected to only keep on increasing.

If you add up all the costs it took to get one single customer, you might think it would be more of a priority to focus on customer success and to do customer satisfaction surveysIf the cost for getting a customer in the first place was high, the cost of losing them is bigger than you think.

Retaining Customers > Customer Acquisition

Research has actually shown that it costs five times more to attract new customers than it is to retain an existing one. That being said, it’s important to internalize that customer satisfaction is a tool with which you can track your success and predict the future of your business.

A study made by InfoQuest shows why you should always know how happy your customers are.

After doing a statistical analysis of customer satisfaction data of more than 20,000 customer surveys done in 40 countries they found out that:

  • A totally satisfied customer brings you 2.6 times as much revenue as a somewhat satisfied customer
  • A totally satisfied customer brings you an astounding 14 times the revenue than a somewhat dissatisfied customer

But the real deal breaker is this:

  • A totally dissatisfied customer decreases your overall revenue at a rate equal to 1.8 times than a totally satisfied customer is able to increase your revenue at the same time.

By ignoring your totally dissatisfied customers and only focusing on your already satisfied customers, you are headed for bankruptcy. Fast.

4 Crucial Factors that Make It Worth-while to Focus on Measuring Customer Satisfaction

When you start gathering customer satisfaction data, here are some of the benefits you can expect to gain.

  1. Maximize customer lifetime value
    1. Once you have a customer, you should do everything in your power to make but also to keep them happy. It took you a lot of work to gain their trust, so the smartest thing to do is to track their happiness levels throughout their whole customer lifecycle. Happy customers are more likely to buy from you again. More about the topic can be found here: Customer lifetime value – how to make more money with less customers
  2. Prevent and minimize customer churn
    1. This is a no-brainer: If you hear about a problem and solve it, the customers won’t leave you. But in order to recognize where these problems are, you need to constantly communicate with your customers.It’s easier to solve a problem than to win someone back over once they’ve already left you once.
  3. Recognize negative and positive word of mouth
    1. Wouldn’t it be nice to hear what people are saying about you behind your back? The good AND especially the bad. The former can be used as a selling point for potential customers and the latter shows you where there’s still room for improvement.

4. Increased revenue with less investment

Once your customer satisfaction measuring strategy is implemented and proven to work, you can sit back and enjoy the benefits. It allows you to focus on improving the areas that need improvement. While you improve, your increasingly happier customer will help you grow organically by recommending you to others. Because why wouldn’t they recommend you as they are happy?

If you feel a cold sweat rising, because you just realized that you have no idea what your customers think about you, you can:

  1. Keep reading this article to get all the information you need to change that
  2. Book a demo here, so we can have a look at it together
  3. Join our email list to stay updated on the latest topics in this field
  4. Dig a hole, crawl into it and hope for the best

I’d highly recommend either a, b or c or a combination of them. But it’s your choice.

A Few Words On The Correlation Between Customer Satisfaction, Repurchase Intention and Customer Retention

Repurchase intention and customer retention are important topics to all, as the probability to sell to an existing customer is between 60 and 70%. As a comparison, the probability of selling anything to new customers varies between 5 and 20%.

First off, let’s define the terms.

Repurchase intention refers to a customer’s intention to buy from the same vendor again.

Customer retention refers to a company’s ability to keep their existing customers in a way that they buy from that company again. Succeeding in customer retention is one of the key factors in long-term business growth.

The two concepts are somewhat overlapping, but keep in mind that they aren’t just fancy words. According to the Pareto Principle, 80% of your profits come from just 20% of customers. Furthermore, increasing your customer retention by just 5% boosts your profits by 25% to 95%.

Customer Retention’s Relation to Measuring Customer Satisfaction

According to studies, totally satisfied customers’  repurchase rate is from three to up to ten times higher than that of somewhat satisfied customers. The higher your customer retention rate is, the more likely you are to thrive.

In order for you to be able to capitalize on these totally satisfied customers, you need to know who they are. That’s why you should have an actionable plan in place to collect customer feedback on all possible touch points you have with your customer focus groups.

Once you have recognized your happy customers, you can

  • Showcase your cooperation by producing case studies
  • Get them to write positive reviews about you
  • Produce testimonials of them.

All of these help you grow organically, as your most satisfied customers become your advocates. Wondering how to do this? Have a look here.

What’s even better is that through the feedback you get from your loyal customers you are likely to develop new product ideas and services. A win-win scenario for you and your customers.

How Can Measuring Customer Satisfaction Help Prevent Customers from leaving?

Think about the last time you had a positive customer experience? How many people did you tell about it?

Then what about when was the last time you had a bad customer service experience. How many people did you tell about that?

A little story-time of a bad customer experience I recently had.

A month ago I ordered a play-house for my child from an online store. Her birthday is this week, and the company promised to send my order within the next few days. I was relieved, as I’d have it way before my daughter’s birthday and it would be conveniently sent to me directly.

I then didn’t hear anything from them for a week. When the day came that I was already promised to have the play-house, they sent me an email.


We’re sorry to inform you that the delivery of your order will be a little delayed. We hope that you’ll receive it within a few weeks.”

I was livid and told all my co-workers that they should never order anything from this company (10 people heard about my bad experience). I then called the company to ask for more details and they were still unsure when I’d get my order. I was more furious.

I ranted about this to my friends that evening over dinner (further 4 people heard about my bad experience), called my sister and her husband (2 more…) on my way home to tell them that the present I bought might arrive late. I also told my husband (1 more person) about it when our daughter was finally sleeping that evening.

I finally got the play-house last week, but I’ll never order anything from that company due to their bad customer service. But what’s more important, after receiving that email it took me less than 12 hours to tell 17 people about the poor customer service I got.

Every time that company is mentioned in a conversation in the future, I’m sure to tell this story to anyone who’ll listen.

Negative Word of Mouth Spreads Like a Virus

In a research done by McKinsey it was stated that each unhappy customer tells on average between 9-15 people about their negative customer experience. If you think that’s a lot, you’re in for a rude awakening. They also stated that 13% of unhappy customers tell about their experiences to OVER 20 people.

There isn’t much research done on secondary negative word of mouth and its effects, but how often have you told your friend about a bad experience your cousin’s mum’s uncle’s cat had with company X when they consider buying from them? Yup. Yieks.

Now think about the last time your customer told you that they haven’t received what they expected. How did you handle that? Here are some of our tips on how to respond to negative feedback.

More importantly: Are you sure you know about every bad customer experience your customers have had?

The Importance of Implementing an Automated Feedback System

If you don’t have an effective and automated feedback system in place, it’s more than likely that most of your customers won’t go through the trouble of giving you feedback. It’s far more likely that they’ll simply just go to one of your competitors and you’re left wondering what happened.

When we think about customer satisfaction, we often think that we should focus on doing what we do best. In reality, we should focus on listening to our unhappy customers. Doing that will help us improve.

It’s been researched that it takes 12 positive experiences to make up for a negative one.

If you get bad customer service in a café, how likely are you to ever go back there? Exactly. You won’t give them the chance to make it up, but you rather go somewhere else AND tell 10-20 people how badly you were treated.

This is a widely known issue, as even Microsoft reported already in 2018 that 61% of their respondents stopped using their products as a result of getting poor customer service.

You can’t fix what you don’t know is broken

If you aren’t measuring customer satisfaction, you are missing out on the opportunity to identify your unhappy customers. When you identify who is unhappy, you can figure out why they are unhappy, and fix the situation before they churn. If people are leaving you faster than you get new customers, you’re on your way to failure.

Step out of your bubble where you think you are the best and do everything right. Start interacting with your customers and offer them a chance to voice their opinions by systematically collecting customer feedback.

3. Most Used Metrics to Measure Customer Satisfaction

Now that you understand what customer satisfaction is and why it is important, you should consider the best way to measure your customer satisfaction.

Next up, there’s a break-down of the three most commonly used customer satisfaction metrics and their characteristics. After going through this list, you’ll know which one works the best for your business.

We’ll go over

  1. CSAT
  2. NPS
  3. CES

First up:

  1. CSAT = Customer Satisfaction Score

It literally means the percentage of your customers that are happy with your brand.

CSAT surveys ask questions, such as:

On a scale of 1 to 10,

How well did we meet your expectations today?

How would you rate the [product / service] you purchased?


CSAT surveys focus on the customer experience and the full customer journey or specifically on satisfaction of the customer support.

  1. NPS = Net Promoter Score

This bad boy is commonly thought of as a growth indicator. The higher your NPS is, the more likely you are to be successful.

A NPS survey only has one question, so your customers are highly likely to respond. After all, it takes them at the simplest one click of a button to rate you between 1 and 10.

However, the answers you get are more informative than the CSAT score, as it gives you more (and detailed!) information about your customer satisfaction.

  1. How satisfied your customers are with your product/service
  2. Brand and customer loyalty
  3. Most importantly: How likely they are to recommend you to others.

How does NPS work?

Long story short: Based on the answers, your customers are divided into three categories.

The people that…

  1. Rated you 9-10 are your Promoters
  2. Rated you 7-8 are Passives
  3. Gave you 1-6 are Detractors

For all you visual people reading this:

Your NPS score is calculated by taking the percentage of your 9s and 10s and subtracting the percentage of people who gave you a 1-6. Your NPS score can be anything between -100 and 100.

What is a good NPS?

Anything higher than a zero. If your NPS is over 50, you’re in an excellent place and anything over 70 is exceptional. (AirBnB’s NPS is currently at 74 and Tesla’s at 96 (

Are you ready to find out your NPS? Try Trustmary here and get the first responses within five minutes of using it.

Then you can compare your NPS to the Fortune 500 companies here:

Want to know more about NPS? Check out these following blog posts for more info: What is NPS and how do you measure it? And How to improve Net Promoter Score? 7 Ways to Improve your NPS

  1. CES = Customer Effort Score

This metric measures how much effort your customers need to put in to get their  issues resolved. Whether it be a question they need answered or a technical issue they are faced with.

In layman terms: CES measures how easy (or difficult…) it is for your customers to interact with you to accomplish their goal.

Your customers will choose their answer on a scale of one to seven, starting with “Strongly disagree” and ending with “Strongly agree”. CES is then calculated by summing up all customer effort scores and dividing them by the total number of respondents.

To Sum up the Customer Satisfaction Metrics

It’s worth mentioning that CES offers the least information and we recommend that you use it as a part of your customer satisfaction surveys. It is great in measuring customer loyalty, but as it is asked after each action, it can also make even loyal customers seem unsatisfied, if they’ve had one bad experience among many good ones.

Because there will be bad encounters in every partnership. The differing factor is whether they are fixed or swept under the rug and never dealt with.

CSAT, NPS and CES are somewhat complementary to each other, but they each serve a unique purpose. If you feel unsure of which combination would be the best for you, book a meeting with us, and we’ll help you.

4. When and How to Measure Customer Satisfaction

We’ve now had a look at what types of metrics there are available for measuring customer satisfaction. Then let’s move on to figuring out when and how to actually contact your customers to gather the data.

The best strategy for measuring customer satisfaction is not a one-size-fits-all approach. In many cases, a strategy that works for a B2C business won’t work for a B2B SaaS company.

Even though the principle is always the same: Ask for your customers’ opinion when they are most likely to respond, the timing of the question varies. Tremendously.

Timing, timing, timing

For instance, a bakery visitor would be confused if they were asked about the products right after entering the store (How did you like our products today?), but also would be unlikely to remember how it tasted after a few weeks (or hours!).

But most probably, they’ll give you a raving review while they’re still eating or right after it. Instagram is one good example of this: If your customer posts a story of your amazing baked goods, it’s there to see for 24 hours. Not a week or even a few days, but 24 hours.

A software user, however, will want to get the job done and not be bothered with “How do you like us at the moment?”-type of questions while doing it. They are most likely to respond after having completed whatever they wanted to have done (remember CES?).

If you want more general information, such as how likely they are to recommend you, there’s a time and way for that too.

After you have identified when to contact your customer to ask if and why they like or dislike you, you need to find the best way to reach them. Let’s first have a look at when is the right time to ask for feedback so that we can figure out how to do that in practise.

When to measure customer satisfaction?

One of the most common questions in measuring customer satisfaction is: When should I do it? The answer is simple: Everytime you want to know what your customers think.

Most companies are currently measuring customer satisfaction once a year and some quarterly with looooooooooooooong surveys that hardly anyone responds to. How many of these long surveys have you got this year alone? Whenever I see that a survey takes 5 minutes or more to do or they have many pages, I’ll skip it.

The problem with measuring too rarely is that you aren’t getting real-time data whether your customers are unhappy and about to leave you. In order to avoid this, you need to identify your key customer touchpoints.

Key customer touchpoints are straightforward: They include everything from first seeing your brand,  to buying your products or services and finally to the after-sales services.

4 key customer touch points to measure customer satisfaction in

As customer touchpoints can be divided into three main categories: Before, during and after purchase, these are the places where you need to be with your customer satisfaction surveys.

Remember, the timing depends entirely on the nature of your business. Plus, there’s always a way to improve both your customer satisfaction and also the way you measure it. The next list will give you some food for thought regarding the timing of the customer surveys.

  1. Before Purchase

As weird as it sounds, it’s important to also consider the part before someone even becomes your customer. It’s true that they aren’t your customers yet, but their opinion matters and can help you in luring in more customers in the future.

Think about the channels people get to know you before they make the first contact. These include:

  1. Your website
  2. Blog posts
  3. Referrals
  4. Social media
  5. Videos
  6. Online advertising
  7. Press releases

Could you add a call to action to some of these to get people to tell their opinion about the thing they just saw? “How useful was this blog post?” “Were you able to find what you were looking for on our website?” “How relatable was this referral?”

Anything! The most important thing is to get people engaged with your content as they’ll then provide you with what they think about you. This’ll also make it easier for your possible sales team to contact them, as they already have an understanding of what the customers like (and dislike).

2. During purchase

Many of us struggle with getting customers to make the final purchase decision. This is a universal issue that all companies struggle with.

The internet is filled with information and experiences about your product and you. By the way, when was the last time you actually checked what is said about you online? You should be in total control of what gets to the first page of that Google search.

You should make it easy for your customers to let you know if there’s something wrong so you can fix it and get more sales.

One of the most common scenarios of online stores is that people fill their cart, but don’t proceed to the checkout page. Oftentimes if you have filled in your email address, they’ll remind you that you still have these items in your cart. But how often do they ask why you didn’t go through with the purchase?

Have you considered what are the touch points in your customers’ purchase phase where you could ask for their feedback? These can be tricky to identify, but one way is to ask from people who didn’t complete their order and naturally the ones that did. This’ll give you something actionable to work with to increase that ROI.

A wild thought: Ask about the expectations your new customers have of you and of your service? This is invaluable data that can be used to measure how well you succeed in creating value.

3. After purchase

This is undoubtedly the most common part when it comes to measuring customer satisfaction. The timing can vary between industries, but the core idea is the same: You figure out what you are doing well and what needs to be improved.

After having bought from you once, you want to know what makes them happy and unhappy, because there is a 60-70 % chance that they’ll buy from you again in the future.

Measuring customer satisfaction after the purchase is rather straightforward. You can ask what your customers think about:

  1. The product or service they bought
  2. You in general
  3. Your customer service
  4. Your cooperation and the value you create

The list is endless, but one important thing to keep in mind is to keep the survey simple and send it as close to the experience as possible. The easiest way to do this is to fully automate this process.

4. Churning customers

Sometimes you just aren’t the right fit for the customer. It happens, as you most probably aren’t aiming to serve each and every person on this planet.

Churning customers are the best places to figure out what you should do to be able to serve this demographic in the future. Ask churning customers what made them change their minds.

Should I send annual surveys to all customers?

If you have done your groundwork right and periodically survey your customers according to your customer touchpoints, then this is not relevant. You already know what your customers think and can see longitudinal data which shows the ups and downs of customer satisfaction.

If you want to send out more comprehensive annual surveys to your customers, try to motivate them to spend the time to speak their mind honestly. Annual surveys can serve as a way to let your customers tell everything that’s on their mind.

Rather than focusing on hearing their opinions once a year, come up with a plan to get these insights regularly, so that you can improve AND that way prevent them from turning to your competition.

At the end of the day, it’s wiser to focus on the happiness of specific target groups of your customers. This way you can better adjust your business to make them happier. If you send out the same survey to every customer, their answers might not be representative of the situation as a whole. And you’ll be left wondering what the common factor behind the dissatisfaction is.

Now that we have thought about when you should track your customer satisfaction, let’s have a quick look at the different ways you can reach your customers.

7 Ways to Reach Customers to Hear Their Opinions

Even though the ways to collect feedback are different, they each have similarities in the ways you should formulate them to encourage your customers to take their time to answer you.

Keep things simple and be as personal as you can. Always remember to encourage your customers to give you feedback by telling them how important hearing their opinion is for you.

  1. In store
    1. If you’re a retailer that has a physical location, there are many ways to ask your customers about their opinion while they are there. You can print QR-codes on your receipts, place them on your table, on your menu, in fitting rooms. One way to ask for feedback is to get a terminal at the exit where people can quickly give their feedback while leaving. HappyOrNot is a great example of this. (kuvia kuvia kuvia).
  2. Email
    1. Email is nowadays one of the most used forms of collecting feedback. It is used by both B2B and B2C businesses. The contents vary from one-question NPS surveys to more extensive feedback forms. As this is one the most used methods, simplicity, timing and originality will get you far.
  1. SMS
    1. We’ve all probably received the “You just visited our store. How did you like the experience on a scale of 1 to 7?”-text message. They are an easy way of collecting numerical data, but they often lack any open ended responses, which could help you in identifying what wasn’t up to standards. They work similarly to the in-store surveys, but think about backing these up with additional ways to collect feedback so you’d get richer data to analyze.
  2. Phone call
    1. Phone calls aren’t the most convenient ways to track your customer satisfaction, as it demands a lot of resources. It can’t be scaled, but can be used as a differentiating factor when starting out your business or when you want to dig in deep on what your customers think about you.
  3. Letter
    1. When was the last time you got a hand-written letter? Or even a letter? Sending a letter to your customers asking for their feedback might be a nice way to make them feel special and to believe that you actually do care about them. You can include a short link and even a QR-code with which they can easily access your survey.
  4. On website (pop-up/widget)
    1. I’m personally glad that it has become increasingly easier to give feedback to companies. I’m the type of person who loves to give negative feedback anonymously and easily. It has become more common to have a pop-up on a website which asks if I was able to find what I was looking for or if I have anything they could help me with. Note that I’m not talking about chats, but feedback forms.
  5. In app (tähtiarviot)
    1. Many businesses have an app where the reviews can be built-in. This is a great way of collecting customer feedback in a highly automated and systemized way.

Is this list missing something? Happy to hear if you have found new ways to reach your clients. Let me know in the comments, on Linkedin or send me an email at [email protected]

5. 11+1 Key Questions to Ask Yourself When Choosing Feedback Collection Software

There are many factors to consider when you are first venturing into the area of measuring customer satisfaction. Here’s a helpful list of questions you should consider before starting to compare different softwares with each other.

  1. What are my business goals for measuring customer satisfaction?
  2. What are the key customer touch points I should get feedback from?
  3. Which types of surveys can I use with this software?
  4. Can I personalize the surveys?
  5. Which processes can the software automate for me?
  6. How well can it be integrated into different systems I’m using?
  7. How much time do I need to invest in using the software in order to get results?
  8. What kind of analytics will it offer me?
  9. How easy is it to display the referrals I get?
  10. What kind of support do I get after purchasing the software?
  11. How well does the solution answer my current but also my future needs?

This is the most important and hardest to get answered.

  1. How can I make sure I’m getting my money’s worth?

Set your goals and do your groundwork on which software fits your needs the best.

6. 5 Customer Satisfaction Softwares to Consider in 2021

Measuring customer satisfaction is easier when you have the right software. The following softwares will help you customize and automate your customer satisfaction measurement.

  1. Nicereply
    1. With Nicereply you can measure CSAT, CES and NPS. It’s integratable with Zendesk, Front, Pipedrive and Gmail to name a few and you get to automate customized surveys for all your touchpoints. They aim to provide their customers with the prettiest one-click surveys on the market.
  2. Feedbackly
    1. Promises to turn your customer feedback into growth by helping you attract and retain more customers with continuous measuring. They offer CSAT, CES and NPS tracking and their speciality is to offer a solution for managing your entire customer journey.
  3. Smileback
    1. Smileback is the only customer feedback system which is designed specifically for MSPs and they focus exclusively on customer satisfaction. They offer CSAT and NPS as a means of measuring. It can be used to showcase the feedback on their customers’ website.
  4. Customer Thermometer
    1. Customer Thermometer promises industry-leading response rates via email surveys. Their speciality is that surveys can be answered in the email inbox rather than by using external links. They have a fast on-boarding process.
  5. Trustmary
    1. Trustmary is a specific tool that helps companies automate their customer satisfaction collection and offers insights on how to generate more leads with the gathered information. You can use ready templates to easily start gathering NPS, CSAT and CES or create your own unique surveys.

7. How to Analyze Customer Satisfaction?

Once you have chosen the right software for your purposes, designed and implemented your customer satisfaction measuring tactics, you start to get a constant flow of answers.

Note: You’ll only get customer feedback regularly, if you have done all the aforementioned points right! If you don’t get feedback regularly with the set automations, they are in the wrong place/targeting the wrong people or there’s something wrong with the survey.

When you scroll through the answers the first time ever, you blush a little while reading the positives. At the same time, you wince in pain as some of your customers are rather unhappy. You are starting to realize what a mountain of work you have ahead of you to keep what’s good and improve so your clients won’t leave you.

So that you won’t feel overwhelmed about the feedback you receive, here is a guide to get started on analyzing the data.

Actionable Bullet-point List to Help You Analyse Customer Satisfaction Data

Depending on the types of surveys you have used and the industry you are in, the stages can vary greatly. This is aimed to be an all-encompassing list to help you begin analysing – and taking action based on the results.

  • How many people have answered your survey?
    • The percentage of how many answered compared to how many customers you have is a good place to start the analysis. This percentage will tell you how generalisable your results are. Remember to sort the answers according to the predetermined customer segments (What is relevant for your business? What are your main customer groups?).
    • A good rule of thumb is that you need to do the groundwork well. If you find it hard to analyse your results, you’ve probably missed a step in setting your goals and figuring out your customer segments before doing and sending out the survey. But don’t worry, it’s never too late to tweak these for next time and to gain valuable insights of the results you’ve now got as well.
  • Start by Analysing Quantitative Data (The numbers)
    • Analysing the numerical data first gives you an overlook on how your business is doing. As this information isn’t ambiguous like the open-ended data, you can be more analytical. So start by analysing your customer satisfaction score.
    • Take a look at the NPS results you have got.

Pay close attention to the number of promoters (9-10), passives (7-8) and detractors (1-6) your company has. Interestingly, the number of passives seems to be one of the most crucial factors to track, as they are the most likely to churn in a B2B annually billable software and services context.

  1. Take a look at the numeric data you have collected with CES
  1. The higher the number is, the easier it is for your customers to interact with you and get the job done.
  2. Take a look at the CSAT score you got. An outstanding CSAT score is 80%, but it varies with each industry.
  3. Compare your results with your industry’s benchmark (And with your competitors!) by Googling “enter industry here” CSAT benchmark

→ realtors CSAT benchmark

Source: Nicereply

Source: Nicereply

  • Take a look at the qualitative data (=what people have written to the open-ended parts)
  1. Pay special attention to what the passives in each customer segment have said about you and act on it immediately (or at least very soon). This group is easier to convey to stay than detractors.
  2. Going through the qualitative data offers you great insight into what your customers value and what they wish was done differently. This data will help you understand the motivations behind their purchasing decisions and the reasons why they are unhappy.
  3. Divide the positive and negative feedback into their own groups.

Analyse both groups separately, but also compare them with each other.

  1. What are the most commonly mentioned things in both of these groups?
  2. Are some of the comments mentioned in BOTH groups?
  3. What is the most surprising thing to come up?
  4. What did you expect to come up, but didn’t?

8. What to Do With the Analysed Data?

Now that you have the data you wanted, it’s time to act on it.

Not sure where to start? Go over this practical list and you’ll be able to make better business decisions based on the analysed data.

  • Fix what’s broken
    • Don’t disregard the customer’s opinion, but aim to change the things they don’t like. And do it NOW before they leave you for someone better.
  • Present the data to the relative managers in your organisation
    • Your Sales Managers, Marketing Team, Growth Hackers and Customer Success Managers need different data and in different forms. This means that you need to take the data to them in a bite-size format and go over what that means currently for them and their work. You need to give each team concrete goals for the future and to help them figure out what they need to do in order for the metrics to look different next time.
  • Make Customer Centricity a Norm and Prioritize Customer Success
    • In order to stay on the pulse of what each of your customer feels, you need to constantly measure their satisfaction levels. If someone gave you a positive review a month ago, they might feel differently now.
    • Remember those goals you set with your managers? Once you have got more data with the current customer satisfaction scores, go over the changes with the managers. Help them see how their everyday actions help in improving customer satisfaction.
  • Analyze Changes Over Time
    • Once you’ve collected data for months you’ll start to see certain trends. Once you continue the process for years you get a detailed picture of how you did in June 2020 vs how you did in June 2021. It’s not just important to compare the current month with the previous, but also what the situation looked like a year or five years ago.
    • Measuring satisfaction systematically over a long period of time will offer you insights of your company you couldn’t previously have even dreamt about. It’ll help you in figuring out what’s wrong with your business and also to see what actions have actually made a difference.
  • Causation vs. Correlation
    • Focus more on chain effects than if x than y- scenarios. Tracking your customer satisfaction is a long-term process, not a sprint. Its needs and practices change, develop and grow at the same time with your business. One thing is sure: Improving customer satisfaction will lead to tangible benefits.
  • Engage your whole company
    • Getting positive feedback is important for us all. We want to feel that our work matters and we all need to hear what we’re doing well. It’s a great way to boost morale within the organization, if you automatically inform all employees with automated workspace integrations when a client has given a positive review. That way others can see even the work quiet people have done and can make doing well a common priority.
    • It’s a positive experience for each employee to be thanked and hyped both by their own managers and colleagues. The example below illustrates this perfectly. (As the person giving the feedback didn’t allow us to use this feedback as a public referral with his name on it, the name of the customer and the company they work for are blanked from this picture. They did leave their name for us to see.
  1. When your employees feel good it will inevitably improve customer satisfaction. It creates a positive cycle where everyone feels good and your customers get excellent customer service. Happy employees → Happy customers → Happy business

Is there something missing from the list? What actions would you take based on the knowledge you get from customer satisfaction surveys?

9. Conclusion: Is Customer Satisfaction Still Important in 2022?

The short answer is, yes. Yes, it will.

The longer answer is: Customer satisfaction will be crucial to all businesses in the future. Simpy, because measuring and improving your customer satisfaction is a crucial factor in building relationships with customers and making them stick around.

Many companies have made the mistake of thinking they know what their customers think, need and want. Even if they ask about that once a year. We all claim to be the best in our field, but can you honestly say that you can talk the talk AND walk the walk?

The American Customer Satisfaction Index (ACSI LLC) is doing a great job in measuring the satisfaction of consumers across the US economy, but they only interview around 350.000 customers annually, so it certainly has its limitations.

Take your future business success into your own hands and make sure you ARE staying updated on your customers’ current thoughts.

And not once a year, but rather Change your mindset on collecting customer feedback and start to collect data now. every single day.

You can thank me later.

10. Simple Step-By-Step List on How to Get Started Collecting Data

In case you are wondering, what you should do to get started NOW.

Don’t worry. I got you. Just follow this list and you’ll succeed:

  1. Identify your different customer segments
  2. Set your goals for collecting feedback
  3. Try Trustmary for free here to get feedback within minutes from sending the survey
  4. Create a survey from the Trustmary template library
  5. Upload client contact information list (excel/sheets) OR connect directly to your CRM
  6. Send survey
  7. Analyse the results
  8. Improve and grow your business faster


The Ultimate Guide to Marketing

Last edited: 16.1.2022


Frequently asked questions

Is Markku the CHO at Trustmary?

Yes, Markku is our CHO.


Net Promoter Score: The Definitive Guide to NPS

Last edited: 16.1.2022

NPS net promoter score

Introduction to Net Promoter Score

What if I told you you could unlock outstanding customer service, increase loyalty and even boost revenues with one simple question –  would you believe me?

Welcome to the world of Net Promoter Scores (NPS).

You’ll have seen those one-question surveys pop up when you’re browsing a website, or in your emails. 

It asks how likely you are to recommend a company, product or service, and provide a scale of 0-10 for your response. 


You may even already use these to get a gauge of how much your customers like what you’re offering.

But NPS is so much more than just a simple question. 

It measures customer experience, and can also put you on the path to business growth by identifying pain points in your customer experience, what your customers love about you, and referral and upsell opportunities. 

We’ll be taking you through the 11 key things you need to know about Net Promoter Scores

  • What is a Net Promoter Score?
  • Why does NPS matter?
  • How do I calculate my Net Promoter Score?
  • When should I measure NPS?
  • How should I measure NPS?
  • Analyzing my Net Promoter Score
  • 4 ways to guide decision-making with NPS
  • Employee NPS vs Customer NPS
  • Net Promoter Score in research
  • Alternatives to NPS
  • Net Promoter Score Templates

Let’s get started. 

What is a Net Promoter Score?

Net Promoter Score (NPS) is a closed-loop feedback system used to provide insights into key areas of customer loyalty such as: 

  • Satisfaction
  • Retention
  • Engagement
  • Business growth

Developed by Fred Reichheld of Bain & Company, in collaboration with Satmetrix Systems, NPS was quickly touted as ‘The One Number You Need to Grow’, after its introduction in 2003.

This new metric said goodbye to lengthy customer satisfaction surveys and focusing on one key loyalty-based question: 

“How likely are you to recommend us to a friend or colleague?”

Rated on a scale of 1 to 10 (with 10 being most likely), the responses provided can be sorted into three main categories: Promoters, Passives, Detractors. 

  • Promoters: These are loyal enthusiasts and will help drive business growth. The more promoters you have, the better customer experience you’re providing. 
  • Passives: These customers are neutral – they like what you offer but aren’t necessarily loyal to your business. 
  • Detractors: These are your most unenthusiastic customers. They are more likely to share negative word of mouth.

NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters, and reported with a number between -100 and +100. 

Open-ended NPS questions 

NPS tells you what your customers feel about your business. 

Adding a qualitative question alongside the Net Promoter Score question allows you to dig into why people feel a certain way.

Traditionally the open-ended questions would have asked why a particular score was given.

See how customers are asked to explain their scores in the example below.


Increasingly, companies are using personalized follow-up questions in response to a particular score given.

The table below shows the different types of questions asked of different respondents. 

PromoterWhat did you love about your experience with us?
PassiveHow can we improve your experience?
DetractorTell us what was missing in your experience with us?

The responses from open-ended questions are critical in helping identify pain points, but can also be a great source of social proof. 

Positive feedback from Promoters can be turned into testimonials for your website or social channels, for example.

Why does NPS matter?

Two decades on from its introduction and Net Promoter Score (NPS) is still one of the most important ways to measure loyalty. 

We’ve outlined 4 reasons why NPS is still a core measurement of customer experience

1. Gauge customer loyalty

The higher the score, the happier your customers are. 

Promoters, those enthusiastic customers who will recommend your business to their friend or colleague, indicate how loyal customers are at that moment in time.  

“We will focus our organization on what we call Net Promoter score, which goes much beyond the pure customer satisfaction index,” said René Obermann, former CEO of T-Mobile International.

What’s more, the simplicity of the survey allows you to run the research on a regular basis so that you can benchmark loyalty and start tracking the trends. 

2. Faster insights

As a single question survey, it’s more likely to get a higher response rate than the longer surveys. It can also be analyzed and reported on faster, delivering insights to those who need them.

“Too many of today’s satisfaction survey processes yield complex information that’s months out of date by the time it reaches frontline managers.” Fred Reichheld, Bain & Company

3. Turn responses to revenue

NPS survey responses can pinpoint when and where in the customer journey loyalty is at its highest, identify those buyers who are prime for upselling or repeat purchases, and even help predict customer churn. 

Infact, research from Temkin showed that Promoters are 4.2 times more likely to buy again, 5.6 times more likely to forgive a company after a mistake and 7.2 times more likely to try a new offering compared with the Detractors.

Former CEO of Intuit, Steve Bennett, once said, “So what’s driving growth?… [W]e measure the customer experience using a system called Net Promoter. The higher the score, the more customers are delighted with the product and service experience and would recommend it to a friend.”

4. Common goal for business growth

It’s simplicity also means it can be used in different parts of your customer journey. In fact, Jason Lemkin, SaaStr, explains how NPS can help to encourage cross-functional working by giving every team the same goal to work towards:

It’s the voice of the customer.  If you have a high NPS score, you’re doing something right here, no matter the feature gaps or other issues.  If it’s low – take action, my friends.”

Are NPS systems too simple?

The simplicity is one reason that NPS attracts criticism. 

The Net Promoter Score system can help you identify your happy customers but alone, it provides very little information about what to do next. 

Step Hyken, CX expert and author of “The Convenience Revolution”, said: “Knowing the number is one thing. Knowing the “why” behind the number and how to use it to gain a competitive advantage is another”.

Once seen as the only business growth metric needed and the surest way to measure loyalty, most companies these days use other metrics alongside NPS to get the best overview of customer experience and company performance. 

Read our definitive guide to customer loyalty.

How do I calculate my Net Promoter Score?

A Net Promoter Score (NPS) is calculated by subtracting the percentage of Detractors from the percentage of Promoters. This will give you a score between -100 (no Promoters) and +100 (no Detractors)


The more customers that rank your company as 9 or 10, the better your customer experience is.

For example, Alpha Inc has 42% Promoters, 39% Passives, 19% Detractors, creating a score of +23. 

This a great score for Alpha Inc showing that those buyers who are loyal outnumber those who are not. 


But fast forward a few months and a few key business changes and Alpha’s Promoters drop to 32%, Passives increase to 42% and Detractors increase to 26%. 

While on the surface these may not seem like huge percentage leaps, the resulting NPS score drops to +6 – a sure sign that change is needed. 


Interestingly though, we can see that Alpha Inc has two courses of action – taking steps to turn the unhappy customers into happy ones. Or working on their customer experience to address those who are passive in order to build loyalty. 

When should I measure NPS?

As we’ve already mentioned, the simplicity of Net Promoter Score (NPS) means that it can be used as a key measure of customer experience in different ways.

Relationship NPS

Many businesses send out NPS surveys to their whole customer base at regular intervals, on a monthly or quarterly basis for example, to measure their sentiment. 

This example shows how Trustmary measures customer loyalty over time to build a progressing picture of the company’s reputation. 


“By regularly canvassing customer’s feedback, businesses create a benchmark against which they can measure their progress,” according to Arttu Haho, CMO of Trustmary. “The value from the data comes from the trend, rather than each score.” 

Transactional NPS

NPS also measures customer feedback after specific interactions with your brand.

For example, a company may canvas new customers after they’ve made their first purchase, or look for real-time feedback after launching a new service. 

Here’s an example of how it can be used to capture the customer’s experience after a support call:


The event-based nature of these activities means that the NPS system can often be automated, and the survey triggered by a specific action. 

Many companies will use both relationship and transactional NPS surveys when measuring customer loyalty generally as well as specific experiences along the customer journey. 

Discover our Net Promoter Score Templates below.


How should I measure NPS?

The simplicity of the Net Promoter system makes it easy to distribute to customers via your existing communication channels. 

Most companies will use a combination of the following methods to capture customer feedback.

  1. Email 

Email is a simple way to collect customer feedback for both relationship and transactional NPS. Usually a link to the net promoter score question is provided in the email, sometimes with follow up questions. 

Survey emails can be easily automated to be triggered after key interactions with your company.

Here’s an example of how Trustmary uses email to ask transactional NPS questions:


While email is a great channel for NPS systems, one of its major drawbacks is that responses rely on open rates. A low email open rate results in poor responses to the survey.

Read more about how to use email for NPS

  1. SMS

Mobile has transformed customer behaviour. According to Gartner, SMS has a 98% open rate, compared to average email open rates of 20%.

The simplicity of NPS lends itself to the on-the-go nature of SMS making it a popular way to collect feedback. 

Here’s how Hem & Stitch use SMS to capture customer feedback:

  1. Website or in-app

Your website or app will often feature prominently in your customer journey which is why it’s a great place for an NPS survey. 

There are two ways to collect NPS responses via websites and apps: pop-ups and feedback tabs. 

A pop up does exactly that – it pops up as an overlay on screen when triggered at a specific point in the customer journey. This may be after they’ve visited a page 5 times, or after they’ve checked out. 

Here’s how uses pop ups to gauge satisfaction:


A feedback tab sits to the side of the screen and can be expanded by the user to provide feedback. It’s more subtle than a pop up feature, but could also be more easily ignored.

Here’s an example of a feedback tab:


Read more about how to collect website NPS effectively

  1. In person

The rise of digital applications means that nowadays most NPS data is collected online or via mobile, however customer sentiment can also be measured in person. 

For example, companies may request that customer service representatives ask the NPS question at the end of a support call. 

Alternatively, a chain of shoe shops may have five-point NPS displays at tills that allow shoppers to register their level of satisfaction for that particular branch. 

In-person collection, however, has been criticised for creating interviewer bias in the responses.

Analyzing my Net Promoter Score

Your Net Promoter Score can guide business decision making and growth, but how do you analyze this crucial customer experience metric?

Here are 4 tips to help you analyze your NPS:

1. Segment your data

Segmenting your data can help you understand which segment has more Promoters or Detractors. 

The insights from segmenting your data can help you make better decisions based on your target group, amplify best practice and build more personalized experiences.

For example, by segmenting it’s NPS calculation, Beta Enterprises can see that clients from the financial services are the strongest brand evangelists and can then explore the key drivers for positive word of mouth in financial services.

2. Understand your NPS calculation

A ‘good’ NPS varies from industry to industry, and even from company to company, but generally speaking, keeping your score over 0 is a healthy place to be. A negative NPS is a sign of trouble. 

Below 0Between 0 and 30Higher than 30Over 70
Many issues to be addressed, possibly resulting in negative word of mouth Good but still room for improvement.Great – the company has far more happy customers than unhappy ones.Customers love you and your company is generating positive word-of-mouth from referrals.

3. Benchmark your NPS

A good NPS score is all relative. The following comparisons can help you understand how well you are performing.

  • Benchmarking to an agreed industry standard helps you understand what good looks like for your business. 
  • Comparing segments can help you understand where your Promoters and Detractors come from, and enables you to customize experiences by segment or use the data to provide actionable insights.
  • Different survey channels and collection methodologies can have a big impact on your overall NPS. 
  • Measuring your own customer experience regularly via an NPS program will help you see trends emerging. 

Which brings us on to…

4. Measure changes in your NPS

Tracking results from NPS and searching for trends over time builds a good picture of how your company is progressing from one quarter to the next.

Systematic customer feedback also identifies if customers respond well to new products or features. 

Continuous improvement to your NPS score indicates progress in customer experience and satisfaction, as well as the potential for business growth. 

Find out more about what a good NPS really looks like.

4 ways to guide decision-making with NPS

You have your NPS calculation, you’ve analyzed the results. Let’s explore the ways in which you can maximise the impact of your NPS through good decision-making.

1. Watch what you’re measuring

NPS is a proven metric for customer experience but too often moving the needle on the NPS score becomes the goal. 

As per Goodhart’s law, when a measure becomes a target, it ceases to be a good measure. You start missing the correlation between what’s going on in your business and your score, and taint the whole program with bias. 

“If your business is only focused on increasing Promoters, you’re missing valuable feedback from your Detractors,” said Arttu Haho, CEO of Trustmary US.

2. Utilize your indicator of organic growth 

Bain & Company conducted a study of competitors, comparing NPS scores to organic growth: “On average, an industry’s Net Promoter leader outgrew its competitors by a factor greater than two times.”

Customer Promoters are more likely to have:

  • Higher average purchase value and repurchase
  • Longer customer lifetime value 
  • Higher referral rates
  • Better engagement to offer ideas and feedback

A good NPS is an indicator of the potential for organic growth. Understand the factors that contribute to your score and work on them. 

If you’re using NPS in conjunction with other metrics, such as average purchase value or upsell ratio, you’ll soon be able to see the impact of your actions. 

3. Act fast on Detractors

Your Detractors are your biggest asset. No, really. 

Let’s think of NPS systems like focus groups. It’s always nice to hear how well you are doing, but the feedback you really need is what isn’t going so well, and where there is room for improvement. 

Understanding what your Detractors are thinking and feeling allows you to act. And time is really of the essence here. 

“If you make customers unhappy in the physical world, they might each tell 6 friends,” according to Jeff Bezos, CEO of Amazon, “If you make customers unhappy on the Internet, they can each tell 6,000 friends.”

Don’t forget to share the changes you’ve made based on their feedback. This is known as closing the loop. 

4. Follow up with your Promoters

93% of purchasers read online reviews before buying a product

Don’t forget to approach your Promoters after you’ve conducted your NPS to share reviews about your product or service. Sharing social proof is a great way to build trust in your products and services. 

Some tools like Trustmary’s platform make this process easier, by allowing you to convert qualitative NPS feedback directly into testimonials. 


Read more about how to use social proof. 

Employee NPS vs Customer NPS

We’ve exclusively covered customer NPS in this article, but not to be forgotten is employee NPS.

Much like customer NPS, employee NPS (or eNPS) is used to measure the loyalty of employees working for an organization. 

Rather than asking about products and services, an eNPS will ask employees:

“How likely are you to recommend our organization as a place of work?”

Responses are ranked on the same scale of 1-10, and responses are measured and analyzed in the same way as customer NPS.

Net Promoter Score in research

In the past two decades since its introduction, NPS has secured its place as a core measurement of businesses across the world. 

While business leaders advocate the use of NPS to guide the company’s growth, academics are somewhat on the fence about the value that the metric provides. 

Here’s why. 

  • Most negative comments about a brand come from former or never customers, and so only sampling current customers paints an inaccurate picture of negative word of mouth. Robert East et al. (2011)
  • In relation to Reichheld’s initial methodology, historical growth rates can’t prove that the NPS is a leading indicator of growth. Byron Sharp (2008)
  • The Net Promoter System lacks peer-reviewed research to support its proponents’ claims of strong correlation with growth. Timothy Keiningham who conducted three studies on NPS
  • 52% of all people who actively discouraged others from using a brand had also actively recommended it. C Space (2019)
  • NPS predicted future growth metrics, but that NPS wasn’t statistically different from other measures, concluding that there is no single best metric. Van Doorn et al. (2013) 

Alternatives to NPS

The traditional NPS method isn’t the only customer experience metric. We explore some alternatives that you can try.

  • NPS variations – adjusting the scale to 0-5, or changing the wording to better suit your business purposes.
  • Customer Satisfaction (CSAT) – CSAT asks: “How satisfied were you with our service/product?” Customers then rank their level of satisfaction, usually on a scale from 1-5.
  • Customer Effort Score (CES) – Customer effort score ranks ease of use, a key factor to customer satisfaction. CES asks “How much effort did it take to deal with us?” and has respondents rank that level of effort on a 1-5 scale.
  • Churn rates – measures the percentage of customers that do not renew their business with a particular company.

Net Promoter Score Templates

Question 1 – rating question

How likely are you to recommend our [business/product/service] to a friend or colleague?

Question 2 – open-ended question

Tell us why you gave this score?

Or to customize your response you could ask the following questions: 

PromoterWhat did you love about your experience with us?
PassiveHow can we improve your experience?
DetractorTell us what was missing in your experience with us?

Thank you message

Thanks for your feedback. We want to create the best possible experience and your thoughts, ideas and suggestions help us make improvements to our [business/product/service]. 

At this point, could tailor your thank you message depending on the response received. For example:

PromoterThanks for your feedback. We’re pleased to hear that you love our [business/product/service]. Can we use your feedback as a testimonial for our marketing?
PassiveThanks for your feedback. We want to create the best possible experience and your feedback helps us make improvements to our [business/product/service]. 
DetractorThanks for your feedback. We’re sorry to hear that you’re not loving our [business/product/service] but we’re committed to doing better and your feedback will help us make improvements. 


NPS is a useful metric for businesses of all shapes and sizes, allowing you to measure your customer experience, gauge loyalty, return insights faster and fuel growth. 

However, the Net Promoter Score scale by itself is just a vanity number that companies should be careful doesn’t turn into a goal itself. 

NPS is best used as a diagnostic tool in conjunction with an open-ended question to find out why customers feel the way they do, and other metrics to get a complete picture of customer experience and opportunities for growth. 

Other ways to measure the happiness of your clientele include CSAT, CES and churn rates, but whichever method you use, ensure that you are making the most out of the feedback. 

Give your marketing a boost with social proof from your Promoters, or create an action plan to address pain points from your Detractors. 

Or as Michael LeBouef, business author, puts it: “A satisfied customer is the best business strategy of all.”

Frequently asked questions about Net Promoter Score

Is Net Promoter Score a worthwhile metric to use?

NPS is a great metric for measuring customer loyalty because:

  • It’s simple to measure.
  • It produces a number you can use to track your customer experience.
  • It can be used alongside other measures to paint a complete picture of how your business is performing.

How is NPS calculated?

The formula for NPS is simple:

% Promoters minus % Detractors

The result is a number between -100 and +100.

What is a good Net Promoter Score?

A good NPS is relative. 

It depends on your industry, competitors, and region, and most importantly, how your business has previously performed. 

Generally speaking, an NPS higher than 0 is a good starting point. 

What is a bad Net Promoter Score?

A bad NPS is considered to be anything lower than 0. This indicates that you have more unhappy customers than happy ones. 

What is a NPS question?

NPS is based on a single question.

“How likely are you to recommend us to a friend or colleague?”

This question can be reworded slightly depending on the audience, e.g. employees, or whether you’re measuring relationship NPS (sentiment towards the brand as a whole) or transactional NPS data (sentiment towards a particular product or service).

The NPS question should be followed up with additional questions to provide qualitative insights into why your buyers feel a certain way.

What questions should I ask alongside NPS?

NPS rating questions tell you what your clientele thinks, whereas an open-ended question helps you find out why:

An example of a general follow up question is: tell us in your own words why you gave this score?

Some specific follow up questions are:

  • Tell us what was missing in your experience with us?
  • What did you love about your experience with us?
  • How can we improve your experience?

How should an NPS survey be structured?

An effective NPS survey will be structured in two-parts: a rating question and an open-ended question. 

  • The rating question measures what your buyers feel, rated on a scale of 0 – 10. 
  • The open-ended question acts as a follow up and measures why a specific score was given.

Here’s an example of how a two-part NPS survey could look: 

Thanking your respondents for their time is a good way to finish your NPS survey, letting them know that you appreciate their feedback. 

What should I do about my Detractors?

NPS is effective at revealing what your clients don’t like about your company. Once you have your results, you should:

  • Use the qualitative data to find out why your Detractors are unhappy.
  • Explore other metrics that help measure customer experience. For example, if your detractors don’t like the UX of your new website, check if your bounce rates support this.
  • Act quickly to implement changes and let them know that you have done so. 
  • Measure again to see if your actions have an impact.

What should I do with my Promoters

Your Promoters are already enthusiastic about your business. Here’s how you can make the most of them:

  • Analyze open-ended responses to find out what your Promoters love about you.
  • Roll out any best practice to other segments.
  • Follow up with your Promoters to see if they’d be happy to provide a testimonial, or use a platform like Trustmary to turn qualitative responses into reviews, fast.
  • Identify growth opportunities you can test with your Promoters – after all, they’re more likely to buy more from your business, so trying out an upsell campaign may contribute to revenue growth. 

What kind of conclusions can I make from my NPS?

  • The NPS score alone can give you a general picture of sentiment towards your business, product or service. 
  • Qualitative follow-up questions allow you to start exploring what specifically is working, and what isn’t.
  • Combined alongside other metrics can help you pinpoint exactly where pain points lie and how these can be improved. 
  • Repeating the survey gives you the opportunity to follow your progress and monitor how changes are received. 

How often should you ask for NPS?

NPS should be measured regularly so that you are able to track trends. 

Generally speaking, measuring once a quarter to once a year will help you build a good picture of your progress. Whichever time frame you go with, remember to be consistent. 

Can I modify the NPS question?

NPS tends to have a standard format, however, the wording can be customized slightly according to the audience and the goals of your program.

How accurate is NPS?

The accuracy of your NPS can vary according to your collection methodology. For example, in person collection may result in a positive bias, or incentivising NPS could cause false positive results. 

While it may not be possible to eliminate bias altogether, taking a consistent approach to how you collect data each time you survey your customers will help create a reliable picture of loyalty and how it changes over time. 

Frequently asked questions

How much should I invest in lead generation?

As much as you can, if

  1. you know what the return on investment is
  2. The ROI pays off 

This varies between industries and companies. Pay attention to total lead value, customer acquisition costs, and customer lifetime value. Only invest as much as is reasonable. In other words, if you invest a dollar in lead generation and get five back each time, invest as much as possible.

does not exist when it comes to how much you can invest in lead generation, but we suggest that you track your ROI closely.

Lead generation refers to collecting information about your prospective customers. It can be done, for example, by cold calling or cold emailing your potential customers or by creating content that make them willingly give their contact information.

It’s a joint effort between these two groups. Their goal is the same: to get more customers and to grow revenue. Inbound lead generation is mostly done by marketing and sales does the outbound lead gen. However, that’s not always the case as nothing is set in stone and the most effective lead generation strategy acknowledges this.

Lead generation aims to nurture brand-aware prospects to move onwards on the purchasing journey. Demand generation tries to educate the market, for example, with quality content to realize that they have a problem and a specific company and solution can fix it. In other words, demand generation aims to create the demand and to drive awareness and interest.

If you don’t have any leads, you have no-one to sell your products and services to. 

Getting results varies between seconds to years. Use all types of tactics to get fast results (that might not be that qualified, yet) and long-term results (high-quality sales qualified leads). It’ll take you forever to get results if you never start.

Start doing lead generation with social proof by starting your free 14-trial here.

In case your resources are limited, it might be a good idea to outsource your lead generation. Pick a partner that really knows your industry and has a proven track record.

Anything you can think of! As we’re bombarded with offers, deals and ads on a daily basis, try to be creative in creating your lead generation tool kit.

Track how many of your leads are becoming paying customers or subscribers. That’ll give you first-hand information about lead quality. Furthermore, create a system for measuring your lead quality even during the purchasing process.

Better than your previous conversion rate was the previous month. Anything above 10% is outstanding, unless you had 11% last month. Then you’ve made changes you shouldn’t have.

Can be anything from a few percent to up to 90%. It all depends on:

  • Complexity of your product/service
  • Market sophistication
  • Price point
  • B2B or B2C customers

For example, when we were selling testimonial videos to customers, the average conversion rate from lead to sales was 17%, because the product was easy to understand. When people saw a testimonial video we made, they contacted us because they wanted to have one made for them. The product was easy to understand and they didn’t need convincing about the product, but more about us as a partner.


The Ultimate Guide To Surveys

Last edited: 18.1.2022


It takes humility to seek feedback. It takes wisdom to understand it, analyze it, and appropriately act on it.” – Stephen Covey.

Are you someone who values customer feedback as an irreplaceable asset? Would you like to know how to create surveys that gather detailed feedback and get a deep understanding of your customers? If yes, you’re in the right place. 

This guide will help you create surveys that provide accurate and honest feedback to your company.

It will take you through the following sections:

  • Different types of surveys
  • When and how to use surveys
  • Questions to ask when designing a survey and softwares that can help
  • Understanding survey methods and how to analyze the data
  • What can survey logic and branching do for you

Read on to connect with the customer base and create attractive feedback gathering tools.

1. Types Of Surveys and Their Use Cases

In this section, you will learn about the different types of surveys. With this knowledge, you can deploy a suitable survey per your needs and see immediate results and a higher response rate. I will cover Feedback Surveys and Market Research Surveys.

Feedback or Customer Experience Surveys

Your most unhappy customers are your greatest source of learning.” – Bill Gates.

It feels good to think about all the people your business has satisfied. However, to get a complete picture of your customer base, you should also analyze the unhappy customers. 

The three feedback surveys mentioned below will empower you with tools that offer quantifiable results to take your business to the next level.  

NPS Surveys

Suppose you want to know how likely your customer is to recommend your brand. In that case, the net promoter score survey is ideal. 

The calculation is based on the percentage of ‘promoters’ minus ‘detractors.’

A net promoter system that produces a positive score is good. However, a net promoter score above 50 is even better, and over 70 is excellent.  


CSAT Survey

You can use CSAT surveys as online forms to gauge the overall satisfaction of the customers. 

It will be helpful to note that even though customers might not enjoy an experience with your product or service, they can still be loyal (see NPS) to your brand.


CES Surveys

If you want to know how much effort the customer put in to complete a specific action, you need the customer effort score.

Unlike the CSAT and NPS surveys before, CES surveys can help highlight a particular process from the entire experience. 


In this section, we have looked at three feedback surveys. The key takeaways are as follows:

  • NPS surveys help understand whether customers will recommend the brand or not.
  • CSAT surveys highlight the overall satisfaction of customers. 
  • CES surveys tell you about customers’ efforts during a process.

2. Market Research Surveys

“If you keep doing what you’ve always done, you’ll keep getting what you’ve always got” – Jim Rohn.

Kodak was once a market leader in photography. However, they didn’t evolve when digital photography hit the scene. 

They had the wrong idea about being in the ‘film industry’ rather than the ‘storytelling’ industry. Kodak valued selling more products and not catering to the changing customer needs. 

Marketing is not about promoting and selling the most product. It’s about providing a company’s customer base value and satisfaction.

Their closest competitor, Fujifilm, understood this. They conducted market research that best suited their goals while helping them understand their customers’ needs. 

The following will help shed light on some of your options. Furthermore, some customers like having survey opportunities to have their voices and ideas heard.  

Market Description Surveys

These surveys help you see your brand in comparison to your competitors. It provides vital information regarding market growth, market share, and the overall size of the market. 


Market Profiling/Segmentation Survey

These surveys are perfect for identifying your customers and why they are your customers. 

They are ideal for generating customer profiles helping you tailor your marketing strategies according to geography, demography, lifestyle, behavior, etc.


Tracking Surveys

Suppose you want to know the stage of the consumer in the adoption process (awareness, interest, evaluation, trial, adoption). In that case, tracking surveys are the way to go. 

These surveys ask the same questions over an extended period. It can range from yearly to monthly, depending on your preference. 

SurveyMonkey-Purchase Survey


This section looked at market research surveys. You can take the following points away:

  • Market Description Surveys – Useful for comparing your brand to the rest of the competition.
  • Market Profiling Survey – Helpful in generating customer profiles. 
  • Tracking Surveys – Help you pinpoint the location of customers through their customer journey.

2. Customer Journey – The When

I classify the customer journey in three stages; awareness, consideration, and decision. The following table shows five questions you can ask the customers at each stage.

The biggest problem you face with (product/service)?What are your biggest worries about the problem?Do any other companies come to mind when thinking about the product?
What bothers you most about (buying a product, completing a task)?What’s the simplest way to solve the issue?Who would you purchase from if the brands had different prices for fixing the problem?
What is your go-to solution for fixing this problem?If you were to try (your brand), what would make you choose that option?What is your go-to brand for fixing this problem?
What other ways have you thought about fixing the problem?What are your thoughts on (your products)?Have you tried another brand to solve this problem?
Have you thought about (your brand) for fixing this problem?What rating will you give us based on these factors of buying from (your company)?Do these features (advertisements) make you want to buy from us?

3. Channels – The How

Have you created a completed survey? That’s great! All that is left is knowing how to ask your customers these questions. That is where channels come in. 

  • Email

Email survey tools allow you to create, send and manage email surveys in minutes. Furthermore, automation allows you to trigger emails at specific intervals too. 

Here are some tips for sending NPS email surveys to your customers to help you out.

  • SMS

SMS messages have a 98% open rate. Hence, it is one of the easiest and fastest ways to reach a broad audience and gather post-service data.

  • Phone Call

There is no replacing the human touch. A phone call allows you to interact on a deeper level with the clients and gather vital details. 

  • Face To Face

Whether it is in the form of focus groups or one on one interviews, there is nothing quite like face-to-face questioning. 

  • Social Media

Using social media to collect surveys is a good way to reach many customers in one go. Asking for a survey on social media also portrays your company as caring for the customers’ concerns.

  • QR Code

If it is made easily accessible, QR codes can be a highly effective, low-investment way of getting customers to take a survey. 

  • In-Store

In-store surveys can be done using tablets or hard copies. They help you gather real-time feedback directly on site. 

  • On Website

Website surveys cost almost next to nothing. They help promote customer engagement on the pages. With the help of ‘google sheets,’ you can create online forms that showcase complete surveys at unique touchpoints of your website. 

4. Which Questions to Ask On a Survey?

This section will cover everything you need to know about formulating the right questions. I will go through some general guidelines and cover various types of questions. 

Keep the following types in mind to create surveys that get you a high response rate:

  • Open-Ended
  • Close Ended
  • Rating
  • Likert Scale
  • Multiple Choice
  • Picture Choice
  • Demographic 

Let’s begin.

As a general guideline, your survey questions should:

  • Be clear and direct
  • Achieve your survey goals
  • Consider the user experience
  • Not be biased

The following are some types of questions you can ask the customers, along with examples that you can use to create your online surveys.


Open-ended questions allow the customers to explain themselves thoroughly. 

They can highlight blind spots that you may not be aware of. Answering and analyzing the open-ended questions’ data can be a tiresome task. Hence, you might find customers hesitant to answer these questions. Yet, the value they provide cannot be overstated. 

  • How are you feeling?
  • What was the best feature of the product?

Close Ended

Yes, or no, simple yet effective. 

Close-ended questions are the opposite of open-ended questions. They are relatively easier to answer. Furthermore, it is easy for you to analyze their data too. However, they only reveal information that you already know

  • Did you order the lamb?
  • Do you speak another language?


Ask your customers for a number.

Rating questions are efficient at finding out how well a product is performing, how consumers feel about it, and a quick comparison between various products. They are easy to answer as it only requires a tap or click. However, the results can be skewed by customers who exaggerate their answers. 

  • What rating would you give this app?
  • Out of 5, how many stars will you give us?

Likert Scale

They offer great insight and are generally presented in 5, 7, or 9 points scales.

Likert scales expand on the simple yes or no questions. They are widely used in customer satisfaction surveys because they are quick to answer. Analyzing the answers to Likert scale questions allows you to dig deeper and find out more about a specific topic. 

  • How affected are you with changes in the office?
  • Do you agree that x is better than y?

Multiple Choice

Make it easier for the customers by narrowing their choice of answers.

MCQs offer an easy survey-taking experience. They offer you clean and easy-to-analyze data sets. Furthermore, you can customize these questions to fit your specific needs. When designing MCQs, you must be careful about introducing biases in your answers. Customers might answer randomly if they see that their answer is not present in the options.  

  • How many hotels have you been to? 
  • What is the capital of the USA? 

Picture Choice

One of the best ways to increase customer engagement.

Picture questions show the participants different images. They ask the customers to pick one. You can imagine picture questions being similar to MCQs with images. They can serve as a welcome break from reading text. Just ensure that the pictures you use are of high quality. 



A little personal, but perfect for segmentation.

Demographic questions are an efficient way to gather insight into your target audience. Furthermore, you can segment customers based on different factors by analyzing the results. It’s helpful to note that not all customers might be willing to divulge personal information. 

  • Where do you live?
  • What is your gender?

The key takeaways from this chapter include general guidelines for formulating questions and different types of questions that you can use in your questionnaires. Be sure to keep these questions in mind when creating your survey.

5. Survey Templates (with Actionable Examples!)

This section will give you examples of how the best in the business go about creating their surveys.

University Of Texas, San Antonio

An in-depth customer satisfaction survey.

Customer feedback Survey questionnaire



Ford offers its customers a survey that combines CSAT and NPS questions completely free.

Ford Customer satisfaction Survey template



The world leader in customer-centricity likes to go in-depth with the features in their products.

Apple Customer satisfaction Survey templates


This section showed different sizes of surveys used by market-leading brands. By going over these examples of market-leading organizations, I am sure you can create outstanding online surveys. 

However, wouldn’t it be nice if there is a survey tool that can help you with that?

6. Best Survey Softwares

This section will cover various softwares that function as survey creation tools. Some of these options allow you to approach customers through multiple channels and gather feedback. We will be looking at the following software:

  • Trustmary
  • Surveysparrow
  • SurveyLegend
  • Userflow
  • WorkTango


Trustmary is a SaaS tool that allows customers to collect and use testimonials for increased leads and conversions. Along with ways to integrate social proof on your website, it also offers a survey builder tool that allows you to build customizable feedback forms. 

Responding to survey



Surveysparrow enables you to transform surveys into conversions. This software adds a conversational tone to the surveys making their forms highly engaging. The easy sharing options allow you to share your surveys over many platforms. 




SurveyLegend is another cloud-based software that boasts a simple-to-use user interface. It can help you customize the survey to match your branding and displays the data in eye-catching graphics.

Mobile-ready surveys



Userflow is an onboarding software that allows your entire team to build in-app surveys. It is praised for being powerful and advanced to handle complex UIs while being user-friendly. 

Flow builder



This software helps the employees in the company have a voice while remaining anonymous. The results of online surveys are incredibly detailed, and the ability to send out pulse surveys keeps you in touch with changing trends. 

Natural Language Processing of Open-Ended FeedbackSource:

To conclude:

  • Trustmary allows you to create customizable feedback forms and convert the data into testimonials.
  • Surveysparrow helps you create engaging surveys and share them over many platforms
  • SurveyLegend is easy-to-use and creates surveys that match your branding style.
  • Userflow invites your entire team to customize the surveys. It is powerful enough to handle complex Uis.
  • WorkTango is ideal for sending out surveys overtime to keep in touch with changing trends. 

7. Survey Methods

By now, you know everything to create online surveys. But how can you apply them effectively and conduct various studies? That is the scope of this section. 

By the end of this chapter, you will learn about:

  1. Cross-sectional studies
  2. Longitudinal studies 
  3. Correlational studies

1. Cross-Sectional Studies

  • Cross-sectional studies are used to collect data from a sample for a particular period.
  • There are two types of cross-sectional studies. The analytical research dives into the how and why of an outcome. In contrast, the descriptive study summarizes and shows the results using statistics. 
  • They are cheap and need less time to complete. Furthermore, you can study and collect multiple variables at the same time. 
  • However, using this study, it can be challenging to find behavioral patterns and observe changes over time.


2. Longitudinal Studies

  • Longitudinal studies are conducted over a long period to examine the change in individuals. Thus, it requires repeated observations of the same group. 
  • There are three basic types of longitudinal study; panel, cohort, and retrospective.
  1. A panel study involves a sample from a population. This study gathers data from the same sample over an extended period. 
  2. A cohort is a group of people who experience a similar event at a given point in time. For ease of understanding, clinical trials are considered cohort studies.
  3. Lastly, the retrospective study uses data that already exists. This data has been collected during previous studies conducted using the same variables.  
  • This type of study is perfect when you want to observe trends. Furthermore, you have more flexibility to collect data you might not have thought about.
  • However, the study’s higher costs, longer times, and overall complexity might put some people off. 


3. Correlational Studies

  • Correlational studies allow you to observe the relationship between two variables quickly. For example, in market research, the study might include the effect of increasing advertisement and sales. 
  • Only three types of correlation exist. A positive correlation means that increasing one variable increases the value of the variable. 
  • A negative correlation means that increasing the value of one variable will decrease the value of the other. 
  • Zero correlation means no connection between the two variables and that changing one will not affect the other. 


Correlational studies are used where conducting experimental practices is unsafe or unethical. Furthermore, it is a cost-effective way to collect a lot of data. 

It will be helpful to keep in mind that you can only observe the statistical relationship between the variables by conducting this study. Moreover, you can’t observe the relationship between more than two variables.

To sum this section up, we have learned that:

  • Cross-sectional studies help you take a snapshot of the current situation and target pressing concerns. 
  • Longitudinal studies are ideal for viewing the effects of a long-term business strategy.
  • Correlational studies aid you in making more precise and impactful predictions based on relationships between variables.

8. Survey Data Analysis

So you narrowed down the questions you wanted to ask. You used the latest software to distribute the online survey. Data has started coming in. It is time to analyze the results. 

This section is all about finding the best way to analyze the data gathered from surveys. By the end of this chapter, you will learn various ways to analyze data best-suited to your business. We will cover:

  • Cross-Tabulation
  • Trend Analysis
  • MaxDiff Analysis
  • Conjoint Analysis
  • TURF Analysis
  • Gap Analysis
  • SWOT Analysis
  • Text Analysis

Let’s begin.


Cross tabulation is a quantitative method that analyzes the relationship between two or more variables. It is a great tool that helps manage large quantities of data while uncovering insights you might have missed. 

Trend Analysis

As the name suggests, trend analysis allows you to look at data over a long time. Thus, it helps observe any trends that might show up. 

This analysis can be perfect for observing upcoming threats and opportunitiestrend analysis example


MaxDiff Analysis

Also known as the best-worst scaling, the MaxDiff analysis allows you to observe the relative preferences of customers. 

A MaxDiff with 4 to 5 items to rank is easy for customers to answer. Furthermore, it helps the customers narrow down on their most valued preference.


Conjoint Analysis

This method aims to collect multi-level preference data. Furthermore, it helps get to the heart of the customers’ preferences about your products and services. 

There are various types of conjoint data analysis, each with unique uses. Some of these types are:

  • Choice-based
  • Adaptive
  • Full profile
  • Rating or ranking
  • Menu-based


TURF Analysis

Total Unduplicated Reach and Frequency or TURF analysis determines the numbers of customers reached via a communication source. 

It asks questions like: “What will the obtainable market share be if we launch product x?”

Gap Analysis

The ‘Gap’ in gap analysis refers to the distance between the actual and expected performance. 

The gap analysis tells you about your level of business compared to industry standards at a strategic level. However, it can also give insight into the current state of performance compared to your business goals at an operational level.  


SWOT Analysis

If you are looking for an analysis method that helps determine the company’s competitive position, opt for SWOT analysis. 

This method highlights fact-based strengths, weaknesses, opportunities, and threats of the organization.

The goal is to build on the strengths while nullifying the weaknesses. Furthermore, you should keep an eye out for opportunities while monitoring threats to your organization.


Text Analysis

Text analysis can help you bring order to a huge amount of data set. One of the most popular and visually appealing ways is using word clouds. 

However, there are other ways, such as coding (converts words to numbers) and tags (filters specific terms).


Key Takeaways from This Section

  • Cross-Tabulation allows you to examine relationships between two variables 
  • Trend Analysis gives you a comprehensive look over an extended period. 
  • MaxDiff Analysis helps you see customer preference with ease. 
  • Conjoint Analysis is a wonderful technique to understand what your customers value. 
  • TURF Analysis helps increase efficient deployment of new products and services. 
  • Gap Analysis can be used externally or internally to compare your current position with the market or expected position. 
  • SWOT Analysis is ideal for an overall look at your company’s internal factors. 
  • Text Analysis is perfect for compiling raw data into neat structures.

9. Survey Logic And Branching

Imagine designing a survey that changes appearance, behavior, and content based on the customers’ answers. That is what survey logic allows you to do.

By using features like text substitution, answer masking, question routing, and in-survey calculations, you can design various branches that help you tailor the experience of answering a survey.

Branching allows you to filter customers by the questions they answer. Thus, you can streamline the entire process for the customer and yourself. 

Branching and skip logic, in particular, help you identify the most valuable customers.

For example, you can show one block of survey questions to people who own your product and an entirely different block to people who don’t own your products. 


10. To Sum It All Up

This guide took you through the what, how, when, and more of surveys. It covered the following topics: 

  • Different types of surveys and their specific uses
  • Survey questions for particular points in the customer journey
  • Channels used for distributing surveys
  • The various types of questions to ask in surveys
  • Online survey templates of major companies
  • Various offline and online survey softwares
  • Different survey methods and techniques to analyze survey data
  • The benefits of using survey logic and branching

So what are you waiting for? You have all the tools available to create as many surveys as you want. However, if you want to learn more, please feel free to check out the link below.

7 Survey Subject Line Examples You Can Copy


How often should you survey your customers?

  • It is a good practice to survey your customers through various touchpoints of their customer journey. Try this survey editor for each touchpoint of the customer journey.
  • For recurring surveys, you shouldn’t survey them before 90 days. 
  • However, you could survey them before that for more immediate insights regarding changes.

Question: How many survey answers do you need to make generalizations from answers?

  • It depends on the sample size of the entire population and the margin error you are willing to accept. 
  • Suppose you are surveying a population of 500 people and want to remain within a 10% margin error. In that case, you only need 80 people to answer the survey.
  • However, suppose you want to decrease the margin error to 5%. In that case, you need 220 people to answer the survey before you make generalizations. 

Question: How many questions should my survey have?

  • As a general rule, your survey shouldn’t take more than 10 minutes to complete. This article, ‘How to Create Effective Survey Questions,’ will help you out. 
  • To hit that mark, you should aim for five to ten questions
  • However, if the questions are descriptive and open-ended, then reducing their number is beneficial.

Frequently asked questions

  • It is a good practice to survey your customers through various touchpoints of their customer journey. Try this survey editor for each touchpoint of the customer journey.
  • For recurring surveys, you shouldn’t survey them before 90 days. 
  • However, you could survey them before that for more immediate insights regarding changes.
  • does not exist when it comes to how much you can invest in lead generation, but we suggest that you track your ROI closely.

    Lead generation refers to collecting information about your prospective customers. It can be done, for example, by cold calling or cold emailing your potential customers or by creating content that make them willingly give their contact information.

    It’s a joint effort between these two groups. Their goal is the same: to get more customers and to grow revenue. Inbound lead generation is mostly done by marketing and sales does the outbound lead gen. However, that’s not always the case as nothing is set in stone and the most effective lead generation strategy acknowledges this.

    Lead generation aims to nurture brand-aware prospects to move onwards on the purchasing journey. Demand generation tries to educate the market, for example, with quality content to realize that they have a problem and a specific company and solution can fix it. In other words, demand generation aims to create the demand and to drive awareness and interest.

    If you don’t have any leads, you have no-one to sell your products and services to. 

    Getting results varies between seconds to years. Use all types of tactics to get fast results (that might not be that qualified, yet) and long-term results (high-quality sales qualified leads). It’ll take you forever to get results if you never start.

    Start doing lead generation with social proof by starting your free 14-trial here.

    In case your resources are limited, it might be a good idea to outsource your lead generation. Pick a partner that really knows your industry and has a proven track record.

    Anything you can think of! As we’re bombarded with offers, deals and ads on a daily basis, try to be creative in creating your lead generation tool kit.

    Track how many of your leads are becoming paying customers or subscribers. That’ll give you first-hand information about lead quality. Furthermore, create a system for measuring your lead quality even during the purchasing process.

    Better than your previous conversion rate was the previous month. Anything above 10% is outstanding, unless you had 11% last month. Then you’ve made changes you shouldn’t have.

    Can be anything from a few percent to up to 90%. It all depends on:

    • Complexity of your product/service
    • Market sophistication
    • Price point
    • B2B or B2C customers

    For example, when we were selling testimonial videos to customers, the average conversion rate from lead to sales was 17%, because the product was easy to understand. When people saw a testimonial video we made, they contacted us because they wanted to have one made for them. The product was easy to understand and they didn’t need convincing about the product, but more about us as a partner.

    Lead generation

    The Ultimate Guide to Lead Generation

    Last edited: 16.1.2022


    Lead generation is a tricky topic, because it’s a team effort between the Sales and the Marketing Team. (Or at least it should be). If your lead generation process isn’t worked on by both teams, frustrations arise on both sides.

    The problem is that:

    • Sales teams want high-quality leads
    • Marketing works the best they can to produce as much leads as possible

    Their aims are essentially the same: to increase sales and overall revenue. Furthermore, when sales and marketing are in sync, the chances of closing deals are 67% higher.


    The problem is that because the marketing isn’t actually doing anything with the leads themselves, it’s hard for them to determine if they are high quality leads or not. 

    Common misconceptions:

    • Salespeople blame marketing for generating bad quality leads
    • Marketing blames sales team for not being able “to do their job”
    • Salespeople believe that marketing doesn’t understand their work at all
    • Marketing feels undervalued, because they’re creating a good number of leads, but still get the blame when sales aren’t flowing in

    By having an effective lead generation strategy that both teams are happy with, you’ll be able to:

    1. Target only your ideal customer profile (ICP)
      1. This is a real boost for the sales team: They get to contact people that could become customers instead of calling people with celiac disease and offering them rye bread. 
    2. Build brand awareness 
      1. It’s all about educating the masses on what you do and who you are. This stage is about offering a solution to the problems your potential customers are facing. In some cases, this is also about creating a need or making them aware of a problem. 
    3. Gain insights on your customers and industry
      1. When you are enriching your leads, you’re getting to know who they actually are and what they’re looking for. This information will help you improve your business which, in turn, gives you a leg up against your competitors.
    4. Grow revenue 
      1. It’s obvious that when you get to pitch your product to people who have already heard about you and/or your products or services, they are much more likely to buy than if they’ve never heard of anything about you.

    1. What Is a Lead?

    Let’s start with defining what a lead is before we move on to defining lead generation.

    Defining What a Lead Is

    Lead refers to an individual or a company that is potentially interested in what you offer. Every lead contains all the information you have on them.

    Leads can contain:

    • Name
    • Contact details
    • Job title
    • Company name 
    • Location

    2. Qualify Your Leads

    Leads can be divided into three distinct categories based on interest, enrichment, and qualification.

    Based on Interest

    This is one of the most common ways to define leads. 

    • Inbound leads = Warm leads 
      • are people that found you on their own and willingly gave their contact information, for example, by signing up for your newsletter after reading your insightful blog.
    • Outbound leads = Cold leads 
      • consist of all the ideal customer profiles (ICP) that haven’t contacted you themselves, but you were able to find their contact information.

    Why is this one of the most used ways to define leads?

    Warm leads are, well, warm, as these people are in some way expecting you to contact them. Cold leads are always taken by surprise and interrupted with what you have to say, as they have never asked to be contacted by you. 

    Many B2B and B2C companies work with both kinds of leads, but there’s some online debate on whether cold calling (the process of systematically calling cold leads) is dead or not. 

    Even though calling warm leads might be easier, because you don’t need to start from scratch, cold calling is still seen as one of the most effective B2B marketing techniques. That’s because you have the chance to make a good first impression on a new prospect which might make them interested in you as a company. 

    When was the last time you received a cold call and were impressed by the caller? Even though you had never heard from them or their company and didn’t even book a meeting or buy anything from them. Let everyone know your most memorable coldcall story in the comments!

    Based on Enrichment

    Depending on how much information you have about your leads, you can divide them into two groups:

    • Non-Enriched leads provide you very little detail. They usually consist of the name of the lead and one way to contact them (phone number or email address)
    • Enriched leads give you a lot more to work with in terms of personalization and marketing in many channels. In addition to the name and one way to contact, enriched leads can tell you: where your leads are geographically, their job title, company they work for or what they were previously interested in/bought from you.

    Why should you focus on enriching your leads?

    By focusing on enriching your lead data, you’ll be able to target your marketing better. It’s more meaningful to market a new feature you launched to someone who is already subscribed to your service than to explain that feature in detail to someone who has never used your service before.

    One great example of a successful enriched lead generation campaign I came across was when Ruokaboksi expanded their business to new markets. 

    If you’re not familiar with Ruokaboksi, they are a company that delivers consumers a carton box to their doors which is filled with three to five recipes and the fresh ingredients one needs to cook those delicious meals.

    How it went:

    • They launched an ad campaign which were targeting people in new cities (that means cities that they aren’t currently operating in).
    • You could sign up for getting a notification when the boxes are available in your area
    • You needed to fill out: postal code, email address, and phone number
    • After a few weeks I got a call from their salesperson that asked if I’d now like to order one box for next week to try it out.

    I’m pretty sure that they were able to optimize the launch of their services to new areas with the help of this campaign. (And to get customers!). They were able to gather warm enriched leads that also gave them an idea of where their potential customers are located and where they should launch their service first. 

    Based on Qualification

    This is often the pain point between sales and marketing, because sales is (in addition to the warm-cold aspect) mostly interested in whether the leads are of high-quality or not. These definitions will help marketers to understand what sales teams consider to be a good lead.


    Next, we’ll go over the following types of leads:

    • Marketing Qualified Lead (MQL)
    • Sales Qualified Lead (SQL)
    • Product Qualified Lead (PQL)
    • Service Qualified Lead

    Marketing Qualified Lead (MQL) 

    Marketing qualified leads have an interest in you, but aren’t ready to communicate with you. They might have signed up for a newsletter, but aren’t looking to buy anything – at least not yet. 

    As the name suggests, these leads are for marketing purposes, in other words, not to be given to sales to contact. 

    Examples of MQLs

    • Signing up for a newsletter
    • Adding items to a shopping cart in online store
    • Downloading an e-book or other materials
    • Submitting contact information to take part in a lottery
    • Spending a considerable amount of time on your site or revisiting
    • Starting a free trial

    MQLs need to be nurtured with love and care (=emails and social media marketing) so that they can become sales qualified leads. Not all MQLs become sales qualified, so MQLs are more about quantity, while SQLs are about quality. 

    Sales qualified lead (SQL) 

    Sales qualified leads have expressed actual interest in buying from you. Even though they aren’t quite yet a paying customer, they are pretty close to becoming one.

    Examples of SQLs

    • Requested a quote for your services
    • Left their contact information to directly get in touch with sales

    Those are some direct ways to get someone to be a SQL right off the back. However, MQLs might become SQLs, but they need to be assessed. More about that a little later on in this article.

    Product qualified lead (PQL)

    This only applies to your business, if you have a service and you offer a free trial or a freemium model of it. If that’s not the case, just skip this section.

    Product qualified leads are people or organizations that

    • have started your free trial AND
    • have experienced meaningful value using your service

    It’s up to your business to define what that meaningful value is, since only signing up and using your service isn’t meaningful value. Each and every business should be constantly redefining their definition of what qualifies as a PQL.

    Let’s look at a few examples of PQLs from well-known companies:

    • For Slack, a PQL is when an account reaches its 2,000 message limit
    • For Facebook, it’s when someone adds 7 friends (and they encourage people to do that immediately after signing up)
    • For Drift, it’s when someone has 100 conversations on their website.

    The core idea of PQL is that once someone is a PQL, their likelihood to become either a paying customer or a returning user significantly increases. 

    The greatest thing about PQLs is that they have already understood the value of your service by themselves. They don’t need to be sold on the idea anymore, which makes them significantly more likely to become customers than MQLs.

    Aspects to Consider When Identifying Your PQL

    The core idea is that users are demonstrating buying intent based on product behaviour. In other words, you need to evaluate and analyze which events correlate with upgrading from the free trial to a paid subscription.


    Here are some key behaviors to look at:

    • Product interest
    • Number of users
    • Features used
    • Spending patterns
    • Usage patterns
    • How fast users can adopt the product
    • Number of logins (and if relevant, which devices are used to login)
    • Do they log out or stay logged in 24/7?
    • How often users come back (and what triggers them to come back)
    • Which actions they take after logging in
    • How long are they spending in the app
    • What is the value they got (or aimed to get)

    These are just some aspects, but you need to figure out what are the key elements that will make your users experience value. By defining your PQL correctly, you can close a higher percentage of free users and understand what prevents all users from becoming successful in your product.

    Service qualified lead

    Service qualified lead can also be abbreviated as SQL, but in this article, SQL refers only to sales qualified lead. 

    Service qualified lead is a customer who has told the customer service team that they would like to be contacted by the sales team about new products or services. 

    Self-evidently, these leads are win-win situations to both your customers and your business. That is because:

    • Customers become more successful with the upgrades they get
    • You customer acquisition costs (CAC) are lower
    • You are increasing the customer lifetime value (LTV) by retaining customers
    • Increase in overall revenue thanks to the new purchases or upgrades

    To get service qualified leads, your customer service team needs to be actively listening to the customers’ issues and signals. Make sure that your customer service is being trained to notice these subtle signs (and possibly rewarded!)  and then to reconnect the customer with sales.

    It’s a never-ending positive cycle:


    A small bonus per lead would be a great incentive to get your customer service team to pay more attention to this. After all, offering your customers excellent service and solving their problems will also increase the overall customer satisfaction which is proven to make them buy even more. 

    How to differentiate MQLs from SQLs and stop wasting time and resources?

    Not all marketing qualified leads ever become sales qualified leads. A common misconception is that marketing people can just simply turn anyone into a sales qualified lead with enough hard work.

    If someone doesn’t have the money to buy your product, how is that on the marketing? 

    Yep, it’s not. 

    It’s more useful to start defining the leads you get to figure out which team should take care of them.

    Here are two different methods you can use to score your leads successfully. 

    1. The BANT method
    2. Creating a lead score system

    BANT method:

    The BANT method weighs in four different key aspects to figure out whether a lead is really qualified for sales.

    • Budget: How much does someone have to spend and how much are they willing to?
    • Authority: Can this person in question actually make decisions within their organization?
    • Need: Is your product or service solving a problem this client is facing?
    • Timeframe: When does the specific problem need to be solved?

    If even one of those factors is a “no” or “not at the moment”, then that lead isn’t a sales lead. However, don’t throw those ones away, as you’ve worked hard to get them in the first place. Keep providing them information about your products and services and how they are used. 

    Lead Scoring System 

    Lead scoring system refers to a predetermined methodology that is used to rank the sales-readiness of each lead. This will prevent any confusion on whose responsibility it is to react to potential leads.It only works, if it’s set up correctly and used consistently 


    Benefits of Having a Lead Scoring System

    • Overall increase in productivity in both Sales and Marketing
    • Less wasted resources on unpotential leads
    • Higher conversion rate
    • Higher close rate

    How Lead Scoring Works?

    1. Identify what are the actions your prospective leads can take in your sales funnel. 
    2. Each action needs to have a predetermined point value
    3. Once a lead gets a point total by taking different actions, they’re considered hot prospects and are sent directly to sales.

    Different Lead Scoring actions may include:

    • Demographic information
      • Location
      • Age
      • Company size and industry
      • Job title and department
    • Pageviews
      • Which pages have they visited? 
      • Going to the pricing page should have a higher value
      • Career page visitors are most likely looking for a job so that should lower their score
      • Did they look at case stories or testimonials? That is always a great sign and should have a high value.
      • Did they request a demo? This is a definite sign of interest!
    • Site search
      • What are they looking for? Which keywords lead them there in the first place?
    • Downloads
      • Are they downloading your brochures? Or case studies? Research you’ve done?
      • Identifying what they have downloaded is an indicator of where they are in the purchasing process (awareness, consideration, close to purchase)
    • Email actions
      • Are they opening the emails? 
      • How many and what links or content are they reacting to?
      • Are they visiting your website based on emails?
      • Did they unsubscribe from the list?
    • Landing pages
      • Which landing pages are they visiting in general?
      • Which products or services spark their interest?
    • Webinars
      • Are they taking part in your webinars? 
      • As webinar have very specific topics, this will reveal what their pain points are
    • Link clicks
      • Use custom clicks to figure out which stage (awareness, consideration, close to purchase) the leads are in 
    • Videos
      • Share high-quality videos and see how often they open the video and for how long they watch it
      • Showcases their pain points

    So, each action prospective leads can take, they earn points. Here’s one example of how you could assign points for different actions:

    Marketing Channel Behavior Score
    Marketing ChannelBehaviorScore
    EmailOpened emailInfluencing factor (+10)
    Click within emailInfluencing factor (+10)
    Forwarded emailImportant factor (+20)
    UnsubscribedNegative factor (-10)
    WebsiteVisited landing pageInfluencing factor (+5)
    Visited multiple pagesInfluencing factor (+5)
    Visited careers pageNegative factor (-15)
    Requested a demoImportant factor (+35)
    Visited pricing pageImportant factor (+20)
    Watched a product videoInfluencing factor (+15)
    WebinarSigned up for a webinarInfluencing factor (+20)
    Attended webinarInfluencing factor (+15)
    Active participation in the conversation onlineImportant factor (+25)
    EventAttended an eventInfluencing factor (+5)
    Had a conversation with salesInfluencing factor (+15)
    Asked for a handoutInfluencing factor (+10)
    Watched the video on the handoutInfluencing factor (+15)
    Opened the QR code in the handoutImportant factor (+25)
    ContentDownloaded white paperInfluencing factor (+10)
    Downloaded specific white paperImportant factor (+20)
    Filled in the survey / Spinned the wheel / Played a gameInfluencing factor (+5)
    Signed up for newsletterImportant factor (+15)

    Once a lead has reached a certain score, it should automatically be transferred to the Sales Team to be contacted. 

    Conclusion on Defining Leads:

    Lead qualification is what every company should start with, when it comes to the lead generation process. After all, your Sales and Marketing need to be on the same page about what high quality leads (or leads in general!) are before you can start working on being more effective.

    The next part of this article will focus on lead generation and showcasing different lead generation strategies.

    3. Defining Lead Generation

    Lead Generation refers to the process of 

    1. Finding the people and companies that might be interested in your company’s product or service
    2. Getting these people to request more information from you

    As a result, you get a list of potential customers.

    Traditionally, people think that lead generation is either cold-calling or sending out emails (and some advanced thinkers think it’s a combination of both, but that’s not actually the case. It’s true that both of those are ways of generating leads, but that’s just one part of the process.

    When you start generating leads, you need to figure out which strategies work the best for you. Are you more interested in getting people to find you (inbound) or actively getting leads yourself (outbound)?

    Let’s go over the different types of lead generation methods.

    Inbound vs Outbound Marketing

    Aka. the heated topic of what is the most effective way to attract potential customers.

    Inbound marketing means that you produce valuable content for your prospective customers to find. You draw them into your sales funnel by earning their attention with relevant content.

    Examples of Inbound marketing include:

    • Search Engine Optimization
    • Blogging
    • Video content
    • Content creation and marketing
    • Influencer outreach

    Outbound marketing refers to a situation where you interrupt the flow or activity of your potential customer by demanding their attention.

    Examples of Outbound marketing:

    • Social media advertising
    • Video ads
    • Paid email lists
    • All types of ads (TV, radio, print, billboards)
    • Cold calls made by sales

    Even though these can be seen as opposites to one another, you should use both inbound and outbound tactics to attract quality leads.

    Lead Generation Strategy

    Lead generation strategy can be divided into four stages and each of them require a different tactic or tactics. 

    1. Lead capture
      1. Refers to collecting information from a lead, such as, their name and contact information and other relevant details about them or their organization
    2. Lead magnet
      1. Drives visitors into becoming new leads. Lead magnet is kind of like the free samples you get at a fair or in a grocery store. They can be free trials, samples, discount codes, free consultation, white papers, …. Anything that makes people want to trade their information for what you have to offer.
    3. Lead qualification
      1. You use a method to figure out how likely individual leads are to buy from you. (Detailed information of this can be found if you scroll up a bit)
    4. Lead segmentation
      1. You analyze all the information you have gathered with the three aforementioned steps and draw conclusions based on your analysis. This will help you in figuring out which lead generation techniques work best for you.

    Now that we have the basics covered, let’s jump down the rabbit hole into the world of lead generation.

    4. 11 Effective Lead Generation Strategies

    There are as many ways to do lead generation as there are cereals in the average full cereal bowl. Every business needs to go through trial and error to find the most suitable hybrid strategy for their needs. 

    If you have no clue where to start, here’s a list of effective strategies with real-life examples.

    1. Website Lead Capture Or Just Simply: Landing Pages

    Landing pages are specifically designed to capture information about your leads.

    Here are some example of how landing pages can be optimized:

    1. Lead Generation Forms
      1. Lead generation forms are the tool with which you are gathering leads. They can be contact forms, registration forms or newsletter signup forms.
      2. Gathered information ranges from email address to multi-page forms. Keep in mind what your goal is and don’t add any unnecessary fields, because the simpler you keep things, the more lead you’re likely to get.
    2. Lead Generation Pop up
      1. Pop-ups are here to stay, because they work. Once you enter almost any website, you get pop-ups that offer you something for free and all you need to do is give your email address or other relevant information.
      2. Different types of pop-ups:
        1. Exit-intent pop-up
        2. CoSchedule tries to lure me into becoming a lead before leaving their site.
    1. Slide-in scroll box
    2. Inline forms
    3. Fullscreen takeover
      1. ReveChatis one of many that place their offer front and centre while browsing. Can be highly effective as your visitors won’t be able to NOT see it.
    1. Quiz or custom survey
    2. Coupons wheels
    3. Social proof popups (Want to try these? Book a demo with us here!)
      1. Excellent for building trust in your potential leads
    1. Chatbots
      1. Lead Generation Chatbots are designed to identify your potential leads and customers by conducting surveys or asking questions when customers are seeking assistance on you site.
      2. Vainu has their chatbot where most companies have it: on the lower right corner. (I clicked it open so you can have a look at what their bot asks)
    1. Live chat
      1. Live chat works the same way with chatbot, but there is an actual human being answering the questions. It might be that Vainu has (at least during business hours) a live chat (which is indicated by having someone’s picture and the green online tab).
      2. Live chats might not be the most cost effective way to generate leads, but it’s a really easy way to get in touch with customers, if they have questions or concerns. 

    2. Website Visitor Identification

    Website visitor identification means that you can identify website visitors, see which pages they visited (and for how long) and which actions they took by matching their IP address against a database of IP addresses used by companies. This is done by an external service provider. 

    As much as 98% of your site visitors won’t become a lead. If you struggle with getting new leads with other strategies, it might be a good idea to invest in such a service. 

    Benefits of getting insights of your visitors:

    • Understanding how and why they use your site
    • You’ll know how they found you
    • Number of visits

    VisualVisitorgives you, for example, the following information: on possible contacts:


    However, if you have no traffic whatsoever, it’s no good using your time on website visitor identification. As there’s literally no data to analyze. If that’s the case, try strategies that drive traffic to your site first.

    3. Leverage Direct Response Marketing

    One of the most recent lead generation trends is direct response marketing. It aims to create momentum and to get an immediate response from the people who see it. In other words, to get new leads and grow revenue.

    Goals might include:

    • Getting visitors to a certain site
    • Getting many new followers on social media channels
    • Getting sign-ups to newsletters

    What usually works:

    • Target a specific buyer persona
    • Add a time limit to your offer to create urgency
    • Hold a contest or a giveaway (for example, with participants on a webinar or among followers)
      • Youtubers are masters in doing this! They often promise a giveaway among followers once they reach a certain number of subscribers. In general, Youtubers and their ability to grow their follower count in across different platforms is admirable. 

    4. Create Gated Content

    Gated content refers to content that requires filling in a form or even signing up to be able to see it. Instagram is a good example of gated content, as you have to sign in to see more than the overview of someone’s profile.


    The sky (and your imagination) is your only limit when you think about what type of gated content you could create for your prospects.

    Here are two examples:

    1. Training videos 

    What could be a better way to create value than teaching your prospects how to do something with the help of a video?

    I follow the self-taught baker and digital content creator Matt Adlard on Instagram to get inspiration for my own baking AND to learn to become a better baker by watching his stories which include a ton of tips and tricks.

    He also offers an online baking class, but I’m personally not there that far. At least not yet. But he has made me engaged enough to:

    • Follow
    • Like
    • And sometimes even comment on his posts

    By creating relevant video content for your target audience you are creating immeasurable value for your prospects which increases their likelihood of buying from you. 

    1. Insightful research (or case studies)

    HappyOrNot produces many types of gated content on relevant topics to all of us. 

    For example, if you want to read the insights HON has gathered on the pandemic’s effect on customer and employee experience


    You need to fill in the following information:

    • Full name
    • Company
    • Professional email
    • Phone
    • Country
    • And whether you’d like to be added to their email list

    HON is definitely collecting enriched leads that they can use and segment later on. Plus, when they ask for people’s willingness to join their email list they are keeping their email list free from disqualified leads.

    5. SEO Lead Generation

    Search Engine Optimization (SEO) lead generation is the process of attracting organic traffic from search engines to your website and making them interested in your product or service.

    SEO lead generation has the highest ROIof all the inbound lead generation strategies in 2021. 

    Why? Because people receive a satisfying result, when they search for almost anything in Google. The companies that rank high in the search engines are, therefore, very likely to generate leads.


    How SEO Lead Generation works:

    1. Figure out which keywords drive potential customers to your site
    2. Create high-quality content to satisfy the search intent (include the keywords!)
    3. Publish content regularly to stay relevant and to further drive traffic

    Doing SEO lead generation will not give you fast results. It takes time to rank (at all or higher) in search engines. This is an area you should keep doing and developing while also actively using other lead generation strategies.

    6. Paid Lead Generation Ads

    We’re constantly bombarded with online ads in all types and forms. Paid lead generation ads are ads that you can use to collect data about people who clicked on the ad.

    Platforms where one can use paid lead gen ads:

    • Facebook
    • Instagram
    • LinkedIn
    • Reddit
    • Youtube
    • Google and other search engines
    • Blog posts

    Basically, anywhere where you can buy ad space from. The prices range heavily depending on the platform you use and the ad campaign you are running. This tactic may become expensive, if you aren’t monitoring and controlling your ad spend.

    However, this can be an effective way to get quality leads, because only people that are interested in you will leave their contact information. 

    7. Social Media Lead Generation

    Social media lead generation means that you implement strategic marketing tactics to capture not just potential leads, but quality leads.

    With being active in social media, you can:

    • Increase brand awareness 
      • Have you tried TikTok yet? It’s one of the fastest growing new platforms out there and it just reached one billion users.
    • Reach new customers
      • Everyone wants to go viral. Unfortunately, just by wanting to go viral won’t make it happen. Quite the opposite. When you focus on doing your core business well and showing it off in social media, the masses will follow.
      • Share relevant content, interact with your followers and existing customers to build an engaged audience.
    • Increase your traffic
      • Even though the quality of the traffic matters more than the actual number of visitors, you can’t generate leads if no-one’s coming to your site in the first place.
      • Create content that drives people to your dedicated landing page and hook them with the lead magnet. 

    Lead generation campaign ideas to try on social media:

    • Run contests to gain followers and raise brand awareness
    • Use relevant influencers to tell about your product or service to their audience
    • Use your social media channels to promote your new product/service/webinar/event
    • Incentivize your existing customers to refer you to their social networks

    The more authentic you can be on social media, the better your chances of generating leads are. 

    8. B2B Prospecting Tools

    If you have only started developing your inbound lead generation process, it might be a good idea to start using a prospecting tool to build up a cold lead list to contact

    There are plenty of intelligent tools out there that you can use to build your list. 

    By using prospecting tools, you can:

    • Find marketing leads 
    • Get a lot of lead information
    • Find sales leads
    • Ease sales team’s workload, when they don’t have to manually look for prospects

    I’ve personally always liked Vainu, because they give you real-time company information which can be connected directly to CRM and marketing systems. It’s easy to build a cold email campaign and connect it directly to your sales pipeline.

    But there are plenty of other options to choose from, such as LinkedIn Sales Navigator,Lead Forensics, and Lusha. You have to do a little research to find the best fit for your lead gen needs.

    9. Cold outreach

    Cold outreach means that you contact someone who has no idea that you will contact them. They might know you, but it’s highly likely that they don’t. 

    You can contact cold prospects via:

    • Emails
    • Calling over the phone
    • Direct messages on social media (LinkedIn, Twitter, Facebook, Instagram,…)
    • In person at events
    • Website contact forms

    The goal of contacting them is to get their attention and make them consider buying your product or service. This tactic requires plenty of human resources so it isn’t a scalable model unless you start using automations.

    However, you shouldn’t automate cold calls with robots (I’ve received a few calls from robots and they are CREEPY), but rather let your sales team do this part. The benefit of making cold calls is that you get to make a good first impression on people who haven’t considered using your services before. 

    As cold emails are one of the most used cold outreach methods, let’s have a brief look at best practices on them.

    Cold Emails Can Help You Get New Leads (Even in 2022)

    We all tend to get a lot of cold emails offering us this or that so you might be a little hesitant about creating cold email campaigns. However, the average open rate for cold emails is 21,33%. That means that you are getting the attention of one person out of five that you contact.


    If you have a sales team, you can align marketing campaigns with their efforts by sending a cold email first and calling them the next day.

    5 Steps to Take Before Sending Cold Emails

    1. Figure out your ideal customer profile
    2. Research which of their pain points you can solve
    3. Come up with a compelling subject line (If this is not well thought out, your emails won’t be opened)
    4. Personalize the message
    5. Include a clear call to action (Book a demo/meeting, “let me know if you want to know more”, anything!)

    Once you have sent your first emails:

    1. Follow up! Maybe they were too busy to answer?
    2. Create a campaign.
    3. Test and measure different approaches
    4. Start using automation tools

    Even though these practices were specifically designed for cold email campaigns, the same principles apply to other types of contact as well. The core idea is to research your target audience and offer them a solution that will solve their problems.

    10. Offer Free Trials

    If you can, offer a free trial, freemium or freebie of your service. This will make your target audience realize the value of your service without you having to use your sales team’s resources. 

    Once your prospective customers have signed up for a free trial, they have already taken the first step into your sales pipeline. Once they experience meaningful value by using your services, they’re highly likely to upgrade to a paid plan or to get in touch with your sales. 

    Otter.aiis a startup that offers an AI solution which can be used for creating rich notes for meetings, interviews and lectures. It automatically transcribes everything that is being said (or you can upload a file). 

    They offer a free plan where you have 600 free minutes every month. This offers a great way to test out the product after which the user can determine if this is their cup of tea or not. In other words, they either see the value – or they don’t.


    Free trial users are worth their weight in gold. Not only do they offer you information about what makes them succeed and what hinders that, but they are also likely to become quality leads. When you improve lead quality, you can focus more on upselling than on cold calling people that have possibly never even heard of your product or service.

    11. Offer a Coupon or a Discount

    This is one of the most used tactics in the modern world. I mean, when is the last time you visited an online shop and they DIDN’T offer a discount code “to get 10% off from your first purchase”?

    It’s one of the most common ways to collect leads, because it serves two purposes:

    1. You can build your email base for further marketing
    2. You are incentivizing people to buy from you now (if the code has a time-limit)

    I took out my phone and opened instagram to find ads that would offer me discount codes.
    Here’s the first result from PupSocks.


    However, I personally use my old email address (which I used until I got married and changed my last name. But I know many people even create new fake email addresses just for this purpose!) to subscribe to such email lists. I haven’t yet come across a company that I’d willingly give my private email address to.

    Conclusion on Lead Generation Strategies:

    In order to do a successful lead generation campaign, you need to be aware of your ICP, goals for the campaign and use versatile lead generation tools. In fact, you shouldn’t think in “campaigns”, but rather about creating a lead generation process that you keep on improving. 

    The next chapter focuses on how to choose the best method to get more leads.

    5. How to Choose the Best Methods for Lead Generation?

    When your goal is to generate leads, you might feel a little overwhelmed at times when it comes to choosing the best tactic for your purposes. In this section, we’ll go over which aspects you should take into account when building your own lead gen strategy..

    Differences Between B2C and B2B Lead Generation

    First aspect to consider is whether you’re trying to generate leads from consumers (B2C) or businesses (B2B). 


    Typical Characteristics for B2C Lead Generation

    • Short sales cycles
    • Customers are already ready to buy → Unique offers, promotions are used to convert leads 
    • Broader audience as everyone has purchasing power
    • Leads can be found on social media (Facebook, Youtube, Instagram)
    • Cold calls are considered annoying and not many use them
    • Cold emailing is not used as it’s hard to find email addresses to private people

    Typical Characteristics for B2B Lead Generation

    • Long(ish) sales cycles (even months or years)
    • Businesses might not be aware of their problem, so it’s more about creating high-quality content than giving discounts
    • Narrower market
    • Leads can be found on business platforms, such as LinkedIn
    • Not all the leads have purchasing power, you need to please and convince possibly multiple individuals
    • Cold calls, emails and direct messages are common
    • Customers often have a budget they need to stick to

    What do B2C and B2B Lead Generation Have in Common?

    Even though B2B and B2C customers can be found in different channels and convinced to buy in different ways, their common denominator is that you need to know exactly what your customers want and offer it to them. 

    It might be about educating them about how to solve their problems or to build awareness that such products and services exist. It might also be about offering them the best deal on the market.

    It’s not a walk in the part to attract leads, but once you get to know your customers, you can lure them in (and possibly their social networks too!) as inbound leads or start reaching out to them yourself. 

    The most important thing is to start doing lead generation marketing right now and to constantly improve your strategy after starting. 

    Aspects to Consider When Choosing the Right Lead Gen Process

    Here are some aspects you need to take into account when you’re building the most effective lead generation strategy for your business.

    Your Sales Process

    Sales cycles can be anything from minutes to years and they can be straightforward or complex.

    There are two main influencing factors:

    1. The type of product or service offered
    2. The price point

    The more expensive the product or service is, the longer the sales cycle typically becomes.

    Some products or services can be impulse purchases (a new pillow case from a popup store you happen to walk by or a new subscription to yet another streaming service), whereas switching from one ERP system to another isn’t normally done without extensive research. 

    By figuring out the key points of contact in your own sales process where to grab the attention of your customers, you’re well on your way to creating your lead generating strategy. 

    Sales Resources Available

    Aka how many employees you have doing sales. This is a key factor in determining how much resources you have for doing outbound cold calling. 

    Even though using human resources to get quality leads might be effective, it most definitely isn’t scalable in the big picture. Therefore, put emphasis on recognizing at which stage a lead becomes a quality lead. Before it becomes that, let marketing do the heavy lifting and focus the efforts of your sales team on leads that are further down your sales funnel.


    If they are in the “need” phase, they might not be ready for being contacted by your sales team. Let the marketing team nurture them and help them move closer to the 1st sales meeting.

    Competitive Situation

    It’s important to establish how you stack up against your competitors to be able to do effective lead generation marketing.

    Ask yourself:

    1. How competitive is my market? 
    2. Who are my competitors? 
    3. What makes me stand out from them? 

    Once you are aware of what makes you unique, leverage that in your marketing and sales. If your products are cruelty-free, and that is also a factor that makes you stand out from the crowd, promote that. Or if your software solves problems that no-one else is solving yet, that’s your main selling point.

    Few things to keep in mind:

    1. Never bash your competitors
    2. Focus on emphasizing your strengths
    3. Be authentic and genuine in all communication
    4. Think closely whether discounts are a good strategy

    Price might not be the best factor to start competing with against your competitors. By offering constant discounts, you are constantly getting less profits from the sales you make and it might make regular customers wait for discounts before repurchasing. 

    I don’t know about you, but I’ve become rather wary about discounts especially on high-end products. I recently discovered a new high-end cosmetics brand. Their products are developed based on the results of a research project of two universities. I was excited about them. Then I visited their social media account and saw that their marketing is all about discount campaigns.

    It made me think twice whether I should buy from them now (I would like to try the products) or wait for a new discount campaign to start (to get them cheaper). It also had a rather negative impact on the way I see the whole brand and their pricing. If they can constantly lower their prices, are they even worth the full price? 

    That being said, think carefully about which tactic works best in the market you operate in.

    Search Volumes and Any Related Searches

    Already in 1966, Eugene Schwartz introduced the five levels of market sophistication in his book Breakthrough Advertising. The core idea is that you need to understand how well your customers are familiar with the solutions available to their specific needs.

    Levels are:

    1. Pioneer Level
      1. Keep things simple and direct. Name what you have to offer.
    2. Out-doing the Competition
      1. Make your company stand out from the competition
    3. Showing Customers How It Works
      1. Educate your leads and customers how your solution works
    4. Arms-Race Level
      1. Keep on out-doing any competition by improving your offerings.
    5. Story-Telling Level
      1. Your prospects are well-aware of the market, its offerings and possibilities. Make your prospects trust and choose you over others by offering them content they find relatable.

    If your leads are at just the beginning of the five levels, it won’t do much good to bombard them with “Your neighbor Susan just bought this knick-knack and likes it”-type of messages, if they aren’t yet even looking for that specific knick-knack. 

    You should ensure that you’re using lead magnets that work on all of these levels – separately, not simultaneously. 

    Paying close attention to search volumes and all related searches will help you identify what types of content you should be putting out there and to which channels. 

    Conclusion on Building the Best Lead Gen Strategy

    No matter what you do, you should always start with identifying: 

    1. Who your leads are
    2. Where they come from 
    3. What type of content drives them in

    If you are unsure of the answer to any of these questions, then try to answer them first before venturing deeply into lead management and measuring key performance indicators in lead generation.

    6. 7 KPIs to Measure in Lead Generation

    In order for you to know how effective each of your campaigns as well as sales and marketing efforts have been, you need to measure at least the following seven key performance indicators (KPI). 

    The better you are doing across these KPIs, the more opportunities you have to do sales. 

    Even though the first few on the list are sometimes often referred to as “vanity metrics”, because they don’t tell you anything about how many people actually converted into a lead, they shouldn’t be disregarded or overlooked.

    They form the foundation on which the more complex KPIs are built on. If you don’t know how many clicks and visitors you had in the first place, there’s no way to figure out what the conversion rate is.

    1. Number of Visitors, Clicks and Sessions

    These are one of the most basic KPIs to track. 

    They’ll tell you:

    1. Total number of visitors
    2. What they clicked
    3. Total number of new and repeat visits to your site

    By tracking these metrics, you’ll be able to see what drives a lot of visitors, which CTAs and lead magnets work and how many people come back. It’s vital to know these statistics, so that you can start identifying what works and what needs to be improved. 

    2. Engagement

    You can measure engagement by tracking how many likes, shares and comments you get. It’s widely used to track the success of social media campaigns. Ultimately, it’ll help you figure out what resonates with your prospects.

    That being said, having many likes on a post doesn’t have a direct impact on your sales and won’t tell you how many leads you got. 

    If a tree falls down in a forest and no-one hears it, will it make a sound? The same applies to your campaigns. If everyone scrolls past them without even glancing, it’s not resonating with the audience.

    3. Conversion Rate

    Conversion rate refers to the percentage of people that complete a desired action. (If you’re unfamiliar with conversion rates and how they are measured, you can read more about conversion rates in this post.)

    In this context, lead generation conversion rate refers to the percentage of people who converted into a lead. It can be calculated by dividing the number of conversions with the total number of visitors.


    The higher your conversion rate is for a specific lead generation campaign, the better it is. Always aim to have a high conversion rate on each campaign. 

    What is a good conversion rate? It’s better than your previous conversion rate. You should always aim to outperform yourself. 

    4.  Number of Leads

    Number of leads includes all the MQLs, SQLs, PQLs and service qualified leads you get through all channels. You need to track the total number of leads in order to notice trends.

    Compare how many people visited your website, how long were they there, what did they do while on the site, and which actions or combinations of actions usually lead to them becoming a lead. 

    5. Total Lead Value

    To be able to make informed decisions on lead generation, you need to track how much each lead is worth. 


    With this model, you can even predict your incoming sales based on the number of leads you get. However, you need to first track this for sometime to get an average estimation of how much each lead is worth.

    If you happen to find out that the total lead value is less than what it cost to get them, you’re heading for failure. 

    6. Customer Acquisition Cost (CAC)

    Customer acquisition cost refers to the amount of money you have to spend to get new customers. You can calculate it by dividing your marketing spend with the total number of new customers. 


    The lower your CAC is, the better. It means that you aren’t spending too much on getting in new customers. If your CAC is high or has a rising trend, you’re eating away your profits.

    Don’t confuse CAC with CPA (Cost Per Acquisition). CAC refers to getting new customers and CPA refers to the cost to acquire other aspects that don’t bring in revenue (leads, registrations, trials, activated users). 

    7. Customer Lifetime Value (CLV)

    Customer lifetime value means the total amount of revenue generated from a single customer during their time of being a customer.

    It can be calculated by multiplying the lifetime value (average sales x number of transaction x retention time) with the profit margin.


    This is one of the most important metrics to track, because it helps you find your best customers and to predict how much money each customer brings you on average. It’ll make forecasting your growth and overall success easier and help you allocate your resources where they need to be. 

    Your CLV to CAC ratio needs to be more than 1.0 at all times or you’re headed for a disaster.


    Conclusion on the 7 KPIs to Measure

    Tracking these KPIs can feel tedious and time consuming, (and it is, if you don’t have the right tools), but it’s crucial if you want to base your decisions on data rather than on a feeling. Once you have the right tools for measuring all your lead generation metrics effectively, you can start to draw conclusions and improve your lead generation efforts.

    It’s difficult to measure with one single metric if you’re getting quality leads. If you focus on the latter part of the list above (starting from total lead value), you’ll be able to figure out if your efforts are really paying off or not. 

    Stop wasting time and money and start improving your lead generation and lead management process by tracking these metrics.

    7. Lead Generation Forms for Websites

    You needs for lead generation forms on your website depend on 

    1. The type of business you are in and 
    2. Whether you’re looking for business leads or consumer leads (or both)

    Okay, but let’s reverse a little. What are lead generation forms?

    Lead gen forms are designed to capture emails or any other relevant information of potential customers directly from your website.

    Some examples include:

    • (Multi-step) Lead generation templates
    • Chatbot templates
    • Popup templates
    • Lead magnet templates

    Next up, we’ll have a closer look at these examples with actionable ways to incorporate them into your own lead generation tactic.

    (Multi-step) Lead Generation Forms

    Lead generation templates are used to gather as much information as you aim to get from a single visitor. 

    Here’s a great example from giosg.

    The first page focuses on getting the most important information and the second page is about enriching the business leads. The third page is dedicated to thanking them for submitting their information.

    If you decide to create multi-page forms, it might be a good idea to add a percentage (60% done) or page numbers (2/3). Some people might be hesitant to fill in multiple pages, so you can motivate them by letting them know that they’re almost done.

    Never ask for unnecessary information. Focus on what’s the most crucial information for you. The more fields you make people fill in, the more likely they are to abandon you without converting. 

    Does it really make a difference if you can address people with their full name when they’ve signed up to your generic email list? Not really. But not getting that email in the first place will decrease your chances of getting them to buy from you in the future. 

    Use careful consideration when you’re setting up your lead generation forms.

    Chatbot lead generation

    Chatbots are the little chat popups (normally on the lower right corner) of a page. Usually, they’ve been set up to work 24/7 and without having to have a person sit around waiting for messages. 

    However, in some cases (normally during business hours) there actually is a real human being answering your questions. I’ve handled my insurance and operator issues and many other problems with these chats. I personally love them.

    Chatbots are used to:

    • Help you find what you’re looking for
    • Answer (and gather) frequently asked questions
    • Inform customers about opening hours
    • Get you to give in your email address so a real person can be in touch with you (to solve your problem)
    • Ask for feedback and reviews

    There are plenty of operators out there to choose from if you’re on the market for chatbots. The most important thing is to connect it with a lead management software so you’re not missing out on any leads. 

    After all, if someone takes the time to open and write in a chat, they’re often really interested in what you have to offer.

    Make your chatbot as interactive as possible. Try to include many types of paths to get the most out of the chatbots, such as:

    • Lead qualification (such as, B2B or B2C)
    • Product recommendations
    • Offer advice (on your products or services)
    • Schedule meetings for demos
    • Get signups and upgrades to subscriptions
    • And many more

    Popup templates

    Popup templates are one of the most used ways to gather leads from websites. With Trustmary, you can easily modify what type of information you’re asking for from visitors.


    In addition, you can also add social proof to your popups to increase lead generation conversion rate. This will increase your credibility (others have bought from you) and help build trust in new prospects.


    The more targeted you can make your popups, the better. 

    For example, you can target returning website visitors with a different offer (Nice to see you again! If you’re interested in hearing more about our services, submit your email here and we’ll get back to you within 24 hours!”!) than new visitors (“Hey, stranger. If you would like us to introduce our product palette to you, drop your email here and we’ll get back to you ASAP.)


    We recommend doing constant A/B testing to figure out which popups work best for different audiences. This way, you’ll get more quality leads than ever before.

    You can start your free 14-day-trial here.

    Lead magnet templates

    Lead magnets are free downloads that you offer to your visitors. All they have to do is submit their email address (and possibly sign up for your email list.

    You can offer:

    • Case studies
    • Planners and Checklists (for specific purposes)
    • White papers
    • Brochures
    • E-books

    Lead magnets tend to create high-quality leads, because they’re focusing on a very specific topic and are made for a very specific audience. 

    Mekitec has a nice way of displaying their e-book on the safety of using x-ray to inspect food. Their only mandatory field is email and country and they have an opt-in email list subscription.


    TANAuses a different tactic. Their brochures can be downloaded without submitting an email address, but you can inquire about a specific product.


    As the people who are already very specifically looking at a certain model, they need to fill in more information to become a lead.

    In conclusion, think closely about what works and at which stage. You might miss out on getting a quality lead if you make the process too heavy (don’t ask for unnecessary information!), but you might also miss out on getting sales qualified leads if your lead management isn’t on point. 

    Conclusion on Lead Generation Forms

    Make the user experience of your site as effortless and seamless as possible to increase your chances of getting inbound leads. Test out different approaches to see what triggers visitors to convert into leads.

    Pay close attention to the design in everything you do. Most of the time, it pays off to be as simple as possible and to remove any distractions from your sites and forms.

    8. Great resources about Lead Generation

    If you have made it this far, and are still hungry for more information, let us introduce you to a few resources. Use these to further educate yourself on the wonders of lead generation.

    Individual blogs

    • LeadGen has a useful blog that has written about all the topics you can think of regarding lead generation.
    • Markempa’s blog features many actionable lead gen strategies you can learn from.



    • Marketo offers an all-encompassing range of topics on their blog. They have dedicated sections for lead generation, management and nurturing.

    Online courses

    • CXL offers great online marketing courses.
    • DigitalMarketer offers a wide range of workshops, playbooks as well as certification and mastery courses.

    Which resources would you add to the list above? What have you found to be the most useful?

    Frequently asked questions

    How much should I invest in lead generation?

    As much as you can, if

    1. you know what the return on investment is
    2. The ROI pays off 

    This varies between industries and companies. Pay attention to total lead value, customer acquisition costs, and customer lifetime value. Only invest as much as is reasonable. In other words, if you invest a dollar in lead generation and get five back each time, invest as much as possible.

    does not exist when it comes to how much you can invest in lead generation, but we suggest that you track your ROI closely.

    Lead generation refers to collecting information about your prospective customers. It can be done, for example, by cold calling or cold emailing your potential customers or by creating content that make them willingly give their contact information.

    It’s a joint effort between these two groups. Their goal is the same: to get more customers and to grow revenue. Inbound lead generation is mostly done by marketing and sales does the outbound lead gen. However, that’s not always the case as nothing is set in stone and the most effective lead generation strategy acknowledges this.

    Lead generation aims to nurture brand-aware prospects to move onwards on the purchasing journey. Demand generation tries to educate the market, for example, with quality content to realize that they have a problem and a specific company and solution can fix it. In other words, demand generation aims to create the demand and to drive awareness and interest.

    If you don’t have any leads, you have no-one to sell your products and services to. 

    Getting results varies between seconds to years. Use all types of tactics to get fast results (that might not be that qualified, yet) and long-term results (high-quality sales qualified leads). It’ll take you forever to get results if you never start.

    Start doing lead generation with social proof by starting your free 14-trial here.

    In case your resources are limited, it might be a good idea to outsource your lead generation. Pick a partner that really knows your industry and has a proven track record.

    Anything you can think of! As we’re bombarded with offers, deals and ads on a daily basis, try to be creative in creating your lead generation tool kit.

    Track how many of your leads are becoming paying customers or subscribers. That’ll give you first-hand information about lead quality. Furthermore, create a system for measuring your lead quality even during the purchasing process.

    Better than your previous conversion rate was the previous month. Anything above 10% is outstanding, unless you had 11% last month. Then you’ve made changes you shouldn’t have.

    Can be anything from a few percent to up to 90%. It all depends on:

    • Complexity of your product/service
    • Market sophistication
    • Price point
    • B2B or B2C customers

    For example, when we were selling testimonial videos to customers, the average conversion rate from lead to sales was 17%, because the product was easy to understand. When people saw a testimonial video we made, they contacted us because they wanted to have one made for them. The product was easy to understand and they didn’t need convincing about the product, but more about us as a partner.

    Pipedrive integration

    Automate testimonial gathering with Pipedrive

    Start your 14-day free trial in the meeting

    No more hunting for testimonials

    Getting testimonials can be tricky, but now you can collect feedback, reviews and testimonials from your customers automatically based on your sales pipelines.

    Pipedrive workflow integration

    Trustmary integrates straight to Pipedrive workflows and allows you to automate the gathering of testimonials, reviews and feedback straight from Pipedrive.

    Create testimonial gathering automations based on your Pipedrive activities

    At Trustmary you can create automatic testimonial gathering flows based on your Pipedrive activities and get high-quality video and text testimonials from your clients!

    Start gathering testimonials today!

    Start your 14-day free trial in the meeting

    Frequently asked questions

    Does Trustmary work with all Pipedrive plans?

    Trustmary Pipedrive integration works with all Pipedrive plans.

    It takes around 30-60 minutes depending on the specific triggers you are looking to use and it requires no coding.

    We offer 14-day free trial. After that the starting price with Pipedrive integration is 290$ per month.

    Find out how to create an automated and continuous flow of customer testimonials that generate more leads for your sales team

    Download our comprehensive guide with a case study and practical examples to discover the secrets of leveraging customer testimonials for conversion-boosting. You can find detailed information on:

    • Finding your happiest customers
    • Generating testimonial content with them automatically and continously
    • Using testimonials for marketing purposes
    • Measuring and optimizing results
    • (Bonus, continuous flow of customer feedback to every employee)

      Case studies

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      Frequently asked questions

      How do the automations integrate with my CRM or other systems?

      We have Zapier integration available which allows you to integrate to most popular systems and it is the most used way to integrate to Trustmary automations. We also offer integration straight through API.

      Yes, you can fully customise all the emails you send via automations.

      You can use our email, or connect your own email to Trustmary for sending!

      Hubspot integration

      Automate testimonial gathering with Hubspot

      Start your 14-day free trial in the meeting

      No more hunting for testimonials

      Getting testimonials can be tricky, but now you can automate the testimonial gathering process with Hubspot via Trustmary Hubspot app.

      Hubspot workflow integration

      Trustmary integrates straight to Hubspot workflows and allows you to automate the gathering of testimonials, reviews and feedback straight from Hubspot.

      Create testimonial gathering automations based on your Hubspot workflows

      At Trustmary you can create automatic testimonial gathering flows based on your Hubspot workflow automation and get quality video and text testimonials from your clients!

      Start gathering testimonials today!

      Start your 14-day free trial in the meeting

      Frequently asked questions

      Does Trustmary work with all Hubspot plans?

      Trustmary Hubspot integration works with all Hubspot plans that include workflow automations.

      It takes around 30-60 minutes depending on the specific triggers you are looking to use and it requires no coding.

      We offer 14-day free trial. After that the starting price with Hubspot integration is 290$ per month.

      Review imports

      Import review from different channels to your website – Google, Facebook, G2, Capterra, Trustpilot, Yelp, Tripadvisor

      Start Your Free 14-day Trial Now!

      Get reviews from different channels to your website in minutes

      Embed reviews from Google, Facebook, G2, Capterra, Trustpilot, Yelp or Tripadvisor to your website quickly and easily with our ready made widgets that work with any CMS.

      Super easy review imports from different channels

      Import reviews from different channels with super easy process in under 5 minutes, just:

      • Add channel profile url
      • Click import
      • Customize review widget template
      • Add review widget to website

      Improve conversion rate with review widgets

      Our review widgets have been proven to improve converion rates and you can even test different reviews against each other with our A/B testing features.

      • Show different reviews in different places
      • A/B test different reviews
      • Customize the widgets to fit your brand colors

      Add reviews to your website today!

      Start Your Free 14-day Trial Now!

      Frequently asked questions

      Can I use reviews from multiple channels simultaneously?

      Yes you definitely can. We do offer specific templates to be used for reviews from a specific channel but also templates that work well with multiple channels at once.

      It takes around 2-5 minutes in total depending on the amount of reviews. You need to just add url and click import and after that we will do the work for you.

      We offer 14-day free trial. After that the price is currently $29/month.

      Gather Testimonials and Optimize your website with them.

      Book a demo below to see how it works in practice!

      Trusted by 1000+ organisations

      Book a demo meeting with our expert now!

      Display reviews

      Display reviews from different channels on your website – Google, Facebook, G2, Capterra, Trustpilot, Yelp, Tripadvisor

      Start Your Free 14-day Trial Now!

      Get reviews from different channels to your website in minutes

      Embed reviews from Google, Facebook, G2, Capterra, Trustpilot, Yelp or Tripadvisor to your website quickly and easily with our ready made widgets that work with any CMS.

      Super easy review imports from different channels

      Import reviews from different channels with super easy process in under 5 minutes, just:

      • Add channel profile url
      • Click import
      • Customize review widget template
      • Add review widget to website

      Improve conversion rate with review widgets

      Our review widgets have been proven to improve converion rates and you can even test different reviews against each other with our A/B testing features.

      • Show different reviews in different places
      • A/B test different reviews
      • Customize the widgets to fit your brand colors

      Add reviews to your website today!

      Start Your Free 14-day Trial Now!

      Frequently asked questions

      Can I use reviews from multiple channels simultaneously?

      Yes you definitely can. We do offer specific templates to be used for reviews from a specific channel but also templates that work well with multiple channels at once.

      It takes around 2-5 minutes in total depending on the amount of reviews. You need to just add url and click import and after that we will do the work for you.

      We offer 14-day free trial. After that the price is currently $29/month.

      Get Amazing Video Reviews from your Customers

      Start Your Free 14-day Trial Now!

      Trusted by 1000+ organisations

      Get Awesome Video Reviews in Minutes

      Trustmary video review form templates help you create stunning video review forms in minutes, so that you can let your customers tell their stories on any device, any time.

      • Pre-optimized templates for high-quality video reviews
      • Works on any device, no install required
      • Takes just minutes to setup and distribute

      Improve Conversion Rate with the Best Video Reviews

      Video reviews is one of the best ways to build trust and increase conversion rate on your website. We offer pre-optimized video review widgets you can add to your website.

      • Pre-tested widget templates for maximum conversion increase
      • A/B test different video reviews
      • Works well with almost all websites, including WordPress, Hubspot CMS and Wix

      Start gathering video reviews today!

      14-day free trial

      Frequently asked questions

      What kind of response rates can I expect?

      It depends on the case quite a bit and we usually advise using incentives to achieve maximum results. On average we see that around 20% of happy customers are willing to give text or video review. The exact ratio between text and video reviews depends on the incentive you are offering.

      Yes you can. You can change the colors to match your brand, add your logo, change all the required fields etc. Our video review forms are fully customisable.

      Unfortunately at the moment our forms cannot be added to your website, but we will work on this in the future. But we do offer multiple ways to use the video reviews got from your customers on your website.

      Increase your conversion rate and get
      more leads from your website

      Display reviews and testimonials on your website in minutes

      All your reviews and testimonials in one place ready to be highlighted on your website. Free early access for all and +90% discount for first 100 waitlist signups. No strings attached, unsubscribe immediately anytime.

      Import reviews from all over the internet into one platform

      Import reviews from Google, Facebook, Trustmary, Yelp, G2, Capterra and other platforms into Trustmary and embed them on your website with one line of code.

      Collect more reviews and testimonials including video

      • Use ready templates to collect more testimonials
      • Share URL, embed to your website/app, or use QR code
      • Customize testimonial form

      Create elegant review and testimonial widgets

      • Find your style from the template library
      • Request additional designs for free
      • Customize for your brand
      • Select and publish testimonials with one click

      Secure Your Free Early Access Today!

      Frequently asked questions

      When is this product available for early access?

      The plan is to release it for users signed up in this waitlist in December 2021

      It might vary between users but it is a tool that allows you to import all your reviews and testimonials from several platforms into one place, create great-looking widgets from the template library and display them on your website. All of that is doable in minutes by yourself without web development or designer resources.

      You will get free access to a great tool and if you are one among the first 100 signups you will save 91,67% during the following 12 months (savings $319 with the initial monthly price of $29/month). You also get early access so you can try it out before it is publicly available for others.

      We can quickly get feedback from real users after our early launch so we can fine-tune everything before the real launch. The 1st version should be really complete anyways since this is only a new productization from our full suite product that has thousands of users and is available in the market.

      You just let us know to the email we provide and we will remove you from the list.

      Feedback is not mandatory. You can do whatever you want 🙂

      Thank you for booking a meeting with Arttu

      Enemmän kauppaa -opas!

      Find out how to turn your customer into testimonials and convert more leads with them

      Download our comprehensive guide to discover the secrets of leveraging customer testimonials for conversion-boosting. In it, you can find detailed information on:

      • Finding your happiest customers
      • Generate testimonial content with them
      • Using testimonials for marketing purposes
      • Measuring and optimizing results

        “Referral marketing is the most important channel for us in reaching new clients. We do our job as well as possible and we aim to always exceed our clients’ expectations. If we succeed in doing this, we love to share their experiences for other to see as well. This is where Trustmary has really offered us the best possible help. We couldn’t even imagine our website without the Trustmary testimonial carousel there anymore.”
        Juha Järvinen

        Thank you for installing Trustmary Hubspot integration

        To finish the setup follow the instruction below!

        1. Create a workflow in Hubspot

        Navigate to Workflows in Hubspot and select “create Workflow.

        2. Set up the Workflow

        Select Start from scratch in the bar on the right, and Contact-based under it. Next, select Blank workflow in the middle and advance to the next screen by clicking Next.

        3. Add a workflow step

        Click on the plus sign under the trigger window. No need to set up triggers right now.

        4. Scroll down and select Connect to Trustmary

        5. Retrieve API Key

        Go back to Trustmary, click on your profile and select Settings in the drop-down menu.

        6. Click on Developers

        Once in the settings, click on the Developers tab.

        7. Click on Add new in the API section

        8. Name the API key

        Click Save once you’re ready.

        9. Copy the API key

        You will only see the API once, so make sure you have it saved.

        10. Insert the API key into the connection window in Hubspot

        Remember to click Save when you’re done!

        11. Click on review and publish

        12. Click on Turn on

        13. Test the connection by first clicking Enroll

        14. Then choose contacts

        15. Select a contact

        And click Enroll x Contacts to advance.

        16. Navigate to History

        Here you should see if the workflow was completed on the contact.

        22. Navigate back to your survey

        Click on the plus sign under the trigger window. No And select the Integrations tab. Now you should see the survey’s fields that can now be plugged back into HubSpot, when you receive answers.

        GDPR – List Of Sub-Processors

        As part of the delivery of our Services to our Customers, Trustmary may use data processors with access to certain Customer Data that may include personal data (each, a “Sub-processor”). Below you can find information about the identity and role of each Sub-processor.

        Infrastructure Subprocessors

        Amazon Web ServicesCloud infrastructure hostingEU/ETA
        Heap AnalyticsUser analyticsEU/ETA
        MixpanelUser analyticsEU/ETA
        Google AnalyticsUser analyticsEU/ETA
        SentryOn site error tracingUSA (DPA)
        ActiveCampaignSupport automationEU/ETA
        HelpscoutHelp documentationEU/ETA
        IntercomOn site support chatUSA (DPA)

        Service Specific Subprocessors

        EntityPurposeWhen is this service enabled?Location
        Stripe Payments Europe Ltd., Stripe IncCloud-based Payment ServicesPaying by credit cardEU/ETA, USA
        ProcountorInvoicingPaying by invoiceEU/ETA
        Twilio, Inc.SMS-serviceSending SMS messages through our serviceEU/ETA & USA
        Google LLCGoogle Auth SSOUsing Google SSO register/loginEU/ETA & USA
        Zapier, Inc.Trustmary Zapier appUsing Trustmary Zapier appUSA, Canada, EU/ETA (DPA)

        Last Update: Sep 6th, 2021

        Book a meeting

        Privacy Policy and Terms of Service

        Last updated: August 18th, 2021

        Trustmary Terms of Service

        Last Updated: August 18th, 2021

        These Terms of Service (“Terms”) govern the subscription, access and use of the Trustmary online platform (“Service”) provided by Trustmary Group Oy (Business ID: 2725847-4) (together with all of its affiliates and subsidiaries, “Trustmary”) via its website located at  (“Website”).

        By taking the Service into use, the customer organization (“Customer”) will be bound by these Terms. By finalising a subscription within the Service, you hereby warrant to have the required authority to  subscribe to the Service on behalf of the Customer.

        Certain sections of these Terms are also directly applicable to each individual user (“User”) accessing the Service on behalf of Customer.

        Each party (Customer, Trustmary, and Users) is hereinafter individually referred to as the “Party” and together as the “Parties.”

        Please read these Terms with due care. By clicking the box referring to these Terms or by otherwise using or accessing the Service, a binding contract is formed between the Customer and Trustmary, or between the User and Trustmary, respectively.  Customers are responsible for all acts and omissions of their Users. Trustmary may occasionally update these Terms. By continuing to access or use the Service after those changes become effective, each Customer and User agrees to be bound by the revised Terms.

        Please note that Trustmary may also provide Customer with certain other services, which are ordered separately. These Terms are only applicable to the access and use of the Service and Website.   Where the Parties have entered into a separate agreement in regard to the subject matter covered in these Terms, such agreement shall have priority and these Terms shall apply secondarily.

        Right to use the Service

        Subject to due payment of the Service Fees (except in the case of Free Subscriptions) as well as subject to the compliance with the Terms agreed herein, Trustmary grants Customer and Users a limited, non-exclusive, non-transferable, and non-sublicensable right to use the Service during the Subscription Period for the purposes set out herein. Customers and Users understand and agree that the Service is provided under license to Customers and Users, not being sold to Customers and Users, and Customers and Users do not gain any ownership interest of any kind in the Service under these Terms.

        The Service may only be used by individuals aged 18 and older. By using the Service, each User represents and warrants that they are 18 years of age or older and otherwise meets all of the eligibility requirements contained herein. If a User does not meet all of these requirements, the User must not access or use the Service.

        Customers and Users may need to provide certain registration details or other information on behalf of themselves or other users to create an account and to otherwise access and use the Service. It is a condition of the Customer’s and User’s access and use of the Service that all the information provided to register with the Service is correct, current, and complete, and not false or misleading. Customers and Users agree that all information provided to register with the Service is governed by our Privacy Policy , and Customers and Users consent to all actions we take with respect to such information consistent with our Privacy Policy. Where it is reasonable to do so, or permitted by law, we may rely on implied consent.

        About the Service

        The Service consists of an online platform for collecting, publishing and analyzing customer feedback and customer satisfaction statistics and surveys. The Service also contains an embedding tool, which enables Customer to embed the results obtained from their use of the Services (such as customer recommendations and scoring) on the Customer’s own website.

        The functionalities of the Service are further specified here.

        The Service is available for the following types of subscriptions:

        • A free-of-charge subscription (“Free Subscription”) with an access to a limited number of Service features and a single User account; and
        • A paid subscription, for which the applicable service fees are, unless separately otherwise agreed between Customer and Trustmary, the fees indicated in connection to be finalization of the subscription (“Service Fees”).

        For subscriptions made with a credit card, the Service Fees shall be automatically charged for the entire chosen Subscription Period upon the completion of the subscription process by Customer.

        The pricing and availability of the Service is subject to change. Errors will be corrected where discovered, and we reserve the right to revoke any stated offer and to correct any errors, inaccuracies or omissions including after an order has been submitted and whether or not the order has been confirmed and the applicable credit card or other payment mechanism charged.

        Although certain features of the Service may be provided free-of-charge, some features of the Service will not be available in the free version. Trustmary reserves the right, in its sole discretion, to determine eligibility for a Free Subscription and, subject to applicable laws, to withdraw or limit such right at any time without prior notice and with no liability.

        Unless separately agreed between the Parties or explicitly mentioned in the service descriptions, the Customer or Users are not entitled to receive, inter alia, customer support services, consultation services, data transfer, integration or implementation services. In case such services are included in Trustmary’s service offering, Trustmary shall have the right to collect the applicable fees and charges relating to these services and shall provide such services in accordance with the service descriptions.

        Authorized Users

        Only individuals authorized by the Customer are allowed to access and use the Service. Customer is only entitled to allow access to Users exclusively from Customer’s own organization and shall not provide access to the Service to any third parties. Any unauthorized use is prohibited.

        Customer and each User shall be responsible for any unauthorized use of the Service conducted with their usernames and/or passwords. All User accounts are strictly personal. Trustmary has the right to disable any username, password, or other identifier, whether chosen by you or provided by us, and/or suspend access to the Service and/or Website, at any time if, in our opinion, the Customer or any User has violated any provision of these Terms.

        The Customer shall use all reasonable efforts to prevent unauthorised access to, or use of, the Service. In the event of or if the Customer or User has a reason to suspect any unauthorised access or use of the Service, or if any password has been revealed to a third party, Trustmary must be promptly notified.

        The Customer shall remove and manage the access rights to the Service when necessary, such as in case of termination of employment of a User.

        Restrictions of Use

        The Service is only intended to be used for the internal operations of Customer and may not be used for other purposes. Trustmary may take appropriate legal action, including without limitation, referral to law enforcement, for any illegal or unauthorized use of the Service or any action that may be damaging to the rights or interests of Trustmary or any third party.

        Unless otherwise permitted in these Terms, Customer or any User may not:

        (a) circumvent or attempt to circumvent any usage control or anti-copy features of the Service;
        (b) probe, scan or test the vulnerability of the Service;
        (c) use the Service and the content available through the Service in any manner that could damage, disable, overburden or impair the Service;
        (d) use any data mining, robots, scraping, or similar data gathering or extraction methods;
        (e) use, sell, rent, transfer, license or otherwise provide anybody with the Service and/or the content available through the Service, except as provided herein;
        (f) interfere with Trustmary’s other customers’ use of the Service;
        (g) reverse engineer or decompile the Service or access the source code thereof;
        (h) use the Service for transmitting any unauthorized advertising, promotional materials, junk mail, spam or any other form of solicitation or mass messaging;
        (i) use the Service in violation of applicable law;
        (j) modify, reproduce, adapt, translate, creative derivative works of or otherwise exploit any portion of the Service, or use the Service in ways that violate intellectual property rights, business secrets or privacy of third parties;
        (k) use the Service to transmit any material that contains adware, malware, spyware, software viruses, worms or any other computer code designed to interrupt, destroy, or limit the functionality of computer software or equipment.

        Other Obligations

        The Customer and each User are responsible for ensuring that their hardware, connections, software and data systems to meet the operating environment of the Service and for ensuring that the Service fulfils the Customer’s intended purpose of use. The use of the Service requires a functioning connectivity to internet.

        The Customer is responsible for all data and content the Customer or a User enters into the Service and the validity and accuracy thereof. In particular, the Customer shall ensure that any contact lists (including emails) used by the Customer in the Service are verified, up-to-date and include correct contact information of recipients who have given their authorization to be contacted in the manner and form determined by the Customer.

        The Customer shall ensure that Users use the Service in compliance with these Terms. Misuse of the Service by the Customer or any User may lead to immediate termination of the subscription or suspension or denial of access to the Service.

        Third Party Services

        Certain functionalities of the Service may be provided by or integrated with services provided by third party service providers.

        Trustmary shall not be liable for any direct or indirect damages arising from the use of third party services. In addition, Trustmary shall not be liable for interruptions to the availability of the services provided by third parties.

        These Terms and the Privacy Policy exclusively cover the Service and the use thereof and any and all linked third party services and platforms are provided by the relevant third parties and covered by their terms of service, privacy policies, or other terms or licenses. Trustmary does not assume any liability in regard to use of such third party services and platforms, whether or not they are linked to the Service.

        Intellectual Property Rights

        The Service is provided to Customer as a SaaS service.

        All title and any intellectual property rights to the Services as well as any content, materials and documentation, information and data created by Customer or Users as a result of their use of the Services, as well as any copies, modifications, translations, amendments and derivatives thereof (collectively, “Results”) belong to Trustmary or its licensors. Customer and Users hereby assign and agree to assign to Trustmary all rights, titles and interests, including intellectual property rights, they may have in such Results as well as the right to freely transfer, license, amend and modify the Results and intellectual property rights relating thereto.

        Intellectual property rights shall be understood in the broadest sense, including but limited to any copyright, patent, trademark, design right, database protection right, and any other form of statutory protection of any kind (whether registered or unregistered) and applications for any of the foregoing respectively as well as any know-how, inventions, and trade secrets in or related to the Service or Results and thereto related documentation (including modifications, if any) and all parts and copies thereof.

        Except as expressly stated herein, these Terms does not grant the Customer or User any intellectual property rights in the Service or to the Results and all rights not expressly granted hereunder are reserved by Trustmary and its licensors, as the case may be.

        Customer shall however have the right to use the Results for its own internal business purposes only, including the right to use, embed and publish the content on the Customer’s own website, its social media channels as well as sales and marketing materials.

        Analytics Data

        Trustmary shall have the right to collect aggregated and anonymized analytics data from Customers and Users use of the Service as well as from any embedded content. Such analytics data shall be proprietary to Trustmary, and Customer and Users hereby assign to Trustmary all rights, titles and interests, including intellectual property rights, they may have in such analytics data. Trustmary may use such analytics data to e.g. develop its own products and services, generate statistics and compilations and use them for the service offerings as well as for its other commercial purposes.

        Personal Data 

        Trustmary may collect and process data, including personal data, in relation to Customer’s subscription and Customer’s and Users’ use of the Service, such as contact details, payment information, and identification data on Customer and Users. Trustmary processes personal data in accordance with its Privacy Policy in force from time to time.

        During the course of providing the Customer with the Service, Trustmary may also process certain personal data on behalf of Customer as a data processor. Such personal data may include the contact details and names of individuals who have provided feedback for the Customer within the Service.

        In regard to such data processing, Trustmary shall, in accordance with the EU General Data Protection Regulation 2016/679 (“GDPR”):

        1. Process personal data strictly for the purposes set out in these Terms and in accordance with the reasonable directions of Customer;
        2. Implement appropriate technical and organizational measures to protect the personal data;
        3. Assist Customer by reasonably appropriate technical and organizational measures insofar as this is possible (taking into account the nature of the processing) to enable Customer to fulfil any obligations to respond to requests for the exercise of data subject rights under GDPR;
        4. Assist Customer in ensuring compliance with their obligations pursuant to Articles 32 to 36 of the GDPR, taking into account the nature of the processing and the information available to Trustmary;
        5. Make available to Customer all information that is reasonably necessary to demonstrate Trustmary’s compliance with its legal obligations as a data processor under Article 28 of the GDPR;
        6. Allow Customer to, once per calendar year, to reasonably audit the data processing activities of Trustmary. Such audit shall be subject to a separate confidentiality undertaking and shall be carried out at Customers expense.
        7. Have a general authorization to subcontract its data processing operations to a sub-processor, but only by way of a written agreement with the sub-processor, which imposes obligations on the sub-processor no less onerous than as are imposed on Trustmary herein.
        8. Notify Customer of any additional sub-processor(s) in advance. If Customer reasonably object to such additional sub-processor(s), Customer may inform Trustmary in writing of the reasons for such objection, after which the Parties shall aim to resolve such situation via negotiation.
        9. Have the right to, subject to ensuring the appropriate safeguards as foreseen by GDPR, transfer personal data to or process personal data in countries beyond the European Economic Area;
        10. Notify Customer without undue delay of any actual or suspected data breach involving the personal data. Such notice shall include, at the time of notification or as soon as possible after notification, details of the nature of the breach, category and approximate number of affected data subjects, anticipated consequences of the breach and any actual or proposed remedies for mitigating the possible adverse effects of the breach; and
        11. Upon termination of Customer’s subscription, delete or anonymize the personal data as agreed with Customer as soon as reasonably practicable.

        The Customer shall provide to Trustmary its applicable privacy policy pertaining to such personal data for which the Customer acts as the data controller in accordance with the instructions given in the Service.

        Interfaces and integration tools

        For the avoidance of doubt, all interfaces and integration tools relating to the Service are provided on an “as is” basis. Trustmary may provide the Customer with such interfaces and integration tools as developed and implemented by Trustmary from time to time. The Customer acknowledges that some interfaces or integration tools may be provided by third parties and/or may have connections or links to third party service providers’ software or systems. Trustmary shall not, under any circumstances, be liable for the actions of such third parties or the parts of the interfaces or integration tools which are delivered, maintained or owned by third parties.


        Trustmary will strive to have the Service available 24 hours a day, 7 days a week (“Service Hours”) during the term of the subscription.

        Notwithstanding the above mentioned, Trustmary shall have the right to temporarily suspend the provision of the Service during the Service Hours in accordance with the following, without any obligation to compensate any damages or service level failures:

        Trustmary shall have the right to suspend the availability of the Service for a reasonable duration, if this is necessary in order to perform installation, change or maintenance work in respect of the Service. If Trustmary suspends the Service for this reason, Trustmary strives to inform the Customer and Users of the suspension and the estimated duration of the suspension in advance and strives to minimize any inconvenience resulting from the suspension.

        Trustmary shall have the right to deny access to the Service without any prior notice, if Trustmary suspects that the Customer or User burdens or uses the Service in a manner which may jeopardize the availability of the Service to other users. Trustmary shall without undue delay inform the Customer of the reasons for such denial.

        Customer and Users further acknowledge that interruptions to the availability of the Service may also occur due to no fault of Trustmary, for example, in the event of data connection disruptions or interruptions to the availability of systems or components delivered by third parties.

        Warranty and limitation of liability

        Except as specifically provided under these Terms, the Service is provided “as is” and with the functionalities available at each time without warranty of any kind, either express or implied, including but not limited to the warranties of merchantability, title, non-infringement, and fitness for a particular purpose. Trustmary makes no warranty of any kind that the Service, or any results of the use thereof, will meet yours or any other person’s requirements, operate without interruption, achieve any intended result, be compatible or work with any software, system or other service, or be secure, accurate, complete, free of harmful code, or error-free. Trustmary is not responsible for the circumvention of any privacy settings or security measures contained in the Service, its Website or associated applications.


        Trustmary has no other obligations or liabilities than those that have expressly been agreed upon in these terms.

        Indemnity obligations of Customer

        Customer will indemnify, defend and hold harmless Trustmary and its affiliates and their respective agents, officers and employees for, from and against any and all claims, damages, costs and expenses (including reasonable legal costs) relating to Customers’ or Users’ breach of the following provisions of these Terms:

        • Section Intellectual Property Rights
        • Section Restrictions of Use.

        Subscription Period, Renewal and Termination

        Unless agreed otherwise between the Parties, the subscription shall be valid for, based on Customers choice in connection to finalizing the subscription, for either one year or one month at a time (“Subscription Period”).

        Unless terminated by Customer at least 30 days prior in monthly subscriptions and at least 2 months prior in annual subscriptions to the termination of the initial subscription period, the subscription shall automatically renew for a period of the same length. The Customer shall continue to have access to the Service and Trustmary is entitled to charge the Service Fee until the end of the Subscription Period.

        Termination notices can be submitted to Trustmary at [email protected]

        Each Party may terminate these Terms with immediate effect by giving written notice thereof to the other Party, if the other Party fails to comply with these Terms and does not remedy the failure within reasonable time.

        Such provisions of these Terms that are intended to survive the termination or expiry of these Terms shall however survive the termination.

        Upon termination for any reason, Trustmary shall not be obliged to refund any payments effected in accordance with these Terms.

        After termination for any reason, the Customer and Users shall lose their access right to the Service as soon as the notice period has ended.

        Force Majeure

        Trustmary shall not be liable for any unavailability, errors, delay or damage caused by an impediment beyond the Trustmary’s control and which Trustmary could not have reasonably taken into account in advance, nor the consequences of which Trustmary could not reasonably have avoided or overcome. Such force majeure events shall include, if not proven otherwise, inter alia, war or insurrection, earthquake, flood or other similar natural catastrophe, interruptions in general traffic, data communication or supply of electricity, import or export embargo, strike, lockout, boycott or other similar industrial action.

        Trustmary shall without delay inform the Customer in writing of a force majeure event and the ceasing of such event.


        Neither Party shall disclose to third parties any material or information received from the other Party and marked as confidential or which should be understood to be confidential and shall not use such material or information for any other purposes than those stated in these Terms.

        The confidentiality obligation shall, however, not be applied to material and information (a) which is generally available or otherwise public; or (b) which the Party has received from a third party without any obligation of confidentiality; or (c) which was in the possession of the receiving Party prior to receipt of the same from the other Party without any obligation of confidentiality related thereto; or (d) which a Party has independently developed without using material or information received from the other Party.

        Governing Law and Dispute Resolution

        These Terms shall be exclusively governed by and construed in accordance with the laws of Finland without regard to its choice of law provisions.

        Any dispute, controversy or claim arising out of or relating to these Terms, or the breach, termination or validity thereof, shall be finally settled by arbitration in accordance with the Arbitration Rules of the Finland Chamber of Commerce. The number of arbitrators shall be one (1). The seat of arbitration shall be Helsinki, Finland. The language of the arbitration shall be English. The arbitral proceedings and award shall be confidential.

        Nothing in these Terms shall be deemed to limit the Parties’ rights to seek interim injunctive relief or to enforce an arbitration award in any court of law. With respect to any violation of any intellectual property rights and/or confidential information of Trustmary and/or payment obligations under these Terms, Trustmary shall have the right, at its sole discretion, to seek remedies in public courts within any applicable territory.

        Changes to the Service, Service Fees or Terms

        Trustmary may make modifications or changes to the Service at any time at its sole discretion and without notification, provided that such changes do not materially affect the Customer, Users or the usability of the Service.

        If Trustmary introduces changes materially affecting the Service, Trustmary will notify the Customer thereof at least 30 days in advance in writing and the Customer is entitled to object to the revised terms, in which case Trustmary may elect to have the prior terms control, to negotiate an alternate solution with Customer, or if neither of the foregoing is applicable then Customer may terminate the subscription of the Service in case the Customer does not accept the changes.  Customer’s continued use of the Service following notice, and/or Customer’s failure to object in writing to a proposed change within the thirty (30) day period, constitutes Customer’s acceptance of and agreement to the revised terms.

        Trustmary may, at its discretion, make changes to the Service Fees. Trustmary will notify Customer of such changes at least 30 days in advance. Such changes shall not be applied during an ongoing Subscription Period.

        Trustmary may occasionally update these Terms. When we do so, we will also revise the ”last update” date and, in case of a material update, notify our Customers by email at least 30 days in advance. By continuing to access or use the Service after those changes become effective, Customer and Users agrees to be bound by the revised Terms.

        Severability and Assignability

        If any part of these Terms is held to be invalid or unenforceable by any court, tribunal or other authority having jurisdiction, this shall not affect the validity or enforceability of the rest of these Terms. Instead, these Terms shall be construed and interpreted so that its effect shall remain as close as legally possible to the effect it would have had without such invalidity or unenforceability.

        These Terms or any rights or obligations hereunder may not be assigned without the prior written consent of the other Party. Trustmary may, however, assign all or any of its rights or obligations hereunder in whole or part to an affiliate or successor or to a purchaser or acquirer of its business assets without the prior consent of Customer.

        Contact Details

        Please contact us regarding these Terms of Service at:

        Name: Trustmary Group Oy

        Business ID: FI27258474

        Correspondence address: Ahjokatu 12, 40320 Jyväskylä

        Email: [email protected]


        Terms of Service version history
        Name of the documentValid fromValid untilDate updated
        Trustmary Terms of ServiceSep 30th 2019June 30th 2020Sep 30th 2019
        Trustmary Terms of Service, 01062020July 1st 2020Aug 17th 2021Jun 1st 2020
        Trustmary Terms of Service, 18082021Aug 18th 2021Until further noticeAug 18th 2021


        Last Updated: August 18th, 2021

        This Privacy Policy is applicable to the personal data processed by Trustmary Group Oy (“Trustmary” or “we”) relating to the visitors of the Trustmary website and the users of the Trustmary online service (website and online service hereinafter jointly referred to as “Service”). This Privacy Policy describes the types of information Trustmary may collect from you or you may provide to Trustmary when you access or use the Service, and Trustmary’s practices for collecting, using, and disclosing that information. This Privacy Policy also applies to the processing of personal data of the representatives of our current or prospective customers, marketing contacts and contractors. All Service users and business representatives are hereinafter collectively referred to as “Data Subjects” or “you”.

        Additionally, the purpose of this Privacy Policy is to provide Data Subjects with information about the processing of their personal data in accordance with the information obligations set out in Articles 13 and 14 of the General Data Protection Regulation 2016/679 (GDPR). 

        Please note that this Privacy Policy only applies to processing carried out by Trustmary as a data controller. This Privacy Policy does not address, and we are not responsible for, the privacy and data processing practices of any third parties.

        This Privacy Policy may be updated if required in order to reflect the changes in data processing practices or otherwise. The current version can be found on our website. We will not make substantial changes to this Privacy Policy or reduce the rights of Data Subjects under this Privacy Policy without providing a notice thereof.


        Name: Trustmary Group Oy
        Business ID: FI27258474
        Correspondence address: Ahjokatu 12, 40320 Jyväskylä
        Contact: [email protected]


        Personal data is primarily received directly from you in connection with your use of the Service. Personal data may also be provided to us by the company or organization on behalf of which you are using the Service. For business representatives and marketing contacts personal data may also be obtained from other sources, such as public registers.

        Analytics data is collected automatically as you use the Service. Although we do not normally use such data to identify individuals, sometimes individuals can be recognized from it, either alone or when combined or linked with personal data. In such situations, analytics data shall also be considered to be personal data under applicable laws and we will treat the combined data as personal data.

        The personal data collected and processed by Trustmary includes:

        – Full name
        – Email address
        – Phone number
        – Organization name and work title
        – User account information, content, activity and settings
        – Any direct correspondence with Trustmary (e.g. feedback, questions)

        – Financial or payment card information

        Additionally we may collect and process following analytics data:

        – IP address
        – Browser type and version
        – Device type and model
        – Operating system
        – Time of visit
        – High level location data
        – Browsing patterns within the Service


        We use various technologies to collect and store analytics data and other information from our Service, including cookies.

        Cookies are small text files sent and saved on your device that allows us to identify visitors of our websites and facilitate the use of our Service and to create aggregate information of our visitors. This helps us to improve our Service. The cookies will not harm your device or files. We use cookies content personalization and tailoring. Cookies are also used to integrate our social media accounts onto our website.

        Data Subjects may choose to set their web browser to refuse cookies, or to alert when cookies are being sent. For example, the following links provide information on how to adjust the cookie settings on some popular browsers:

        Google Chrome
        Internet Explorer
        Mozilla Firefox

        Please note that some parts of our Service may not function properly if the use of cookies is refused.

        We also use Google Analytics to compile Analytics data and reports on visitor usage. For an overview of Google Analytics, please visit Google Analytics.

        It is possible to opt-out of Google Analytics with the following browser add-on tool: Google Analytics opt-out add-on.

        Hotjar is used on the site for tracking the cursor movements and keypresses of website visitors and for the collection of associated analytics.

        Purposes and legitimate grounds of processing

        Purposes of processing

        To provide our Service and carry out our contractual obligations (legal ground: performance of a contract and legitimate interest)

        We primarily process personal data to be able to offer the Service to you and to run and maintain our business. We may use the data for example to offer essential functionalities of the Service and to provide access to the Service. Personal data may be processed in order to carry out our contractual obligations towards you or towards the organization you represent. The personal data of representatives of business customers is processed on the basis of our legitimate interests whilst fulfilling our contractual obligations towards the customer organization.

        For our legal obligations (legal ground: compliance with a legal obligation)

        We may process personal data to enable us to administer and fulfil our obligations under law. This includes data processed for complying with our accounting obligations and providing information to relevant authorities.

        For security, claims handling and legal processes (legal ground: legitimate interest)

        We may process personal data in relation to claims handling, debt collection and legal processes. We may also process data for the detection or prevention of fraud, misuse of our Service and for activities aimed at ensuring the security of our data, systems and networks.

        For communication and marketing (legal ground: consent or legitimate interest)

        We may process personal data for the purpose of contacting you regarding our Service and for informing you of changes in our Service. We may also process personal data to market our Service, for example in the form of sending newsletters.

        For quality improvement and trend analysis (legal ground: legitimate interest)

        We may process information regarding the use of the Service to improve the quality of our service, for example by analysing any trends in the use of our Service. Where possible, we will do this using only aggregated, non-personally identifiable data.

        Legal grounds for processing

        The legal grounds for the processing of your personal data depend on the nature and purpose of processing. The specific legal grounds are elaborated above in connection to each purpose for which we process personal data for.

        We may process personal data to take care of our contractual obligations towards you or to facilitate pre-contractual steps at your request. Certain data may be processed in order to comply with our legal obligations, such as accounting legislation.

        We may also process personal data on the basis of consent when you have given your consent for the processing of personal data. In such case you have the right to withdraw your consent at any time by contacting us.

        Personal data is further processed on the grounds of our legitimate interests to maintain and develop our business, for example for the purposes of collecting website analytics. When processing personal data on the basis of our legitimate interests, we carefully weigh our interests against your right to privacy.


        Trustmary stores your personal data primarily within the European Economic Area. However, we have service providers in several geographical locations. As such, we or our service providers may transfer personal data to, or access it in, jurisdictions outside the European Economic Area or outside of your domicile.

        We will take steps to ensure that your personal data receives an adequate level of protection in the jurisdictions in which it is processed. We provide adequate protection for the transfers of personal data to countries outside of the European Economic Area through a series of agreements with our service providers based on the Standard Contractual Clauses or through other appropriate safeguards.


        We may use or disclose aggregated information and/or de-identified information that does not specifically identify any individual without restriction. 

        We do not share personal data with third parties outside of Trustmary’s organization (which includes all Trustmary affiliates and subsidiaries) unless one of the following circumstances applies:

        It is necessary for the purposes set out in this Privacy Policy

        To the extent that third parties need access to personal data to perform the Service, Trustmary has taken appropriate contractual and organisational measures to ensure that personal data are processed exclusively for the purposes specified in this Privacy Policy and in accordance with all applicable laws and regulations.

        For legal reasons

        We may share personal data with third parties outside Trustmary’s organization if we have a good-faith belief that access to and use of the personal data is reasonably necessary to: (i) meet any applicable law, regulation, and/or court order; (ii) detect, prevent, or otherwise address fraud, security or technical issues; and/or (iii) protect the interests, property or safety of Trustmary, the users of our Service or the public in accordance with the law. When possible, we will inform you about such transfer and processing.

        To authorized service providers

        We may share personal data to authorized service providers who perform services for us (including data storage, sales, marketing and support services). Our agreements with our service providers include commitments requiring the service providers to limit their use of personal data and to comply with privacy and security standards at least as stringent as the terms of this Privacy Policy.

        For other legitimate reasons

        If Trustmary is involved in a merger, acquisition or asset sale, we may transfer personal data to the third party involved. However, we will continue to ensure the confidentiality of all personal data. We will give notice to all Data Subjects concerned when the personal data are transferred or become subject to a different privacy policy as soon as reasonably possible.

        With explicit consent

        We may share personal data with third parties outside Trustmary’s organization for other reasons than the ones mentioned before, when we have the your explicit consent to do so. You have the right to withdraw this consent at all times.


        Trustmary does not store personal data longer than is legally permitted and necessary for the purposes of providing the Service or the relevant parts thereof. The storage period depends on the nature of the information and the purposes of processing. The maximum period may therefore vary per use.

        We will store analytics data relating to the Service for as long as we deem appropriate and reasonable.


        Right to access

        You have the right to access your personal data processed by us. You may contact us and we will inform what personal data we have collected and processed regarding you. Where possible, you should primarily use the Service functionalities to access your own account information.

        Right to withdraw consent

        In case the processing is based on a consent you have granted to us, you may withdraw the consent at any time. Withdrawing a consent may lead to fewer possibilities to use our Service. The withdrawal of consent does not affect the lawfulness of processing based on consent before its withdrawal.

        Right to rectify

        You have the right to have incorrect or incomplete personal data we have stored about you corrected or completed by contacting us. Where possible, you should primarily use the Service functionalities to correct your own account information.

        Right to erasure

        You may also ask us to erase your personal data from our systems. We will comply with such request unless we have a legitimate ground to not delete the data.

        Right to object

        You have the right to object to certain use of your personal data if such data are processed for other purposes than necessary for the performance of the Services or for compliance with a legal obligation. If you object to the further processing of your personal data, this may lead to fewer possibilities to use the our Service.

        Right to restriction of processing

        You may request us to restrict processing of personal data for example when your data erasure, rectification or objection requests are pending and/or when we do not have legitimate grounds to process your data. This may however lead to fewer possibilities to use our Service.

        Right to data portability

        You have the right to receive your personal data from us in a structured and commonly used format and to independently transmit those data to a third party.

        How to use the rights

        The above mentioned rights may be used by sending a letter or an e-mail to us on the addresses set out above. We may request the provision of additional information necessary to confirm your identity.

        We reserve the right to reject requests that are unreasonably repetitive, excessive or manifestly unfounded.


        Notwithstanding any consent granted beforehand for the purposes of direct marketing, you have the right to prohibit us from using your personal data for direct marketing purposes, market research and profiling made for direct marketing purposes by contacting us on the addresses indicated above or by using the unsubscribe possibility offered in connection with any direct marketing messages.

        California’s “Shine the Light” law (Civil Code Section § 1798.83) permits users of our Service that are California residents to request certain information regarding our disclosure of personal information to third parties for their direct marketing purposes. To make such a request, please contact us at the Contact Details above.


        We use administrative, organizational, technical, and physical safeguards to protect the personal data we collect and process. Our security controls are designed to maintain an appropriate level of data confidentiality, integrity, availability, resilience and ability restore the data. We regularly test our systems, and other assets for security vulnerabilities.

        Should despite of the security measures, a security breach occur that is likely to have negative effects on your privacy, we will inform you and other affected parties, as well as relevant authorities when required by applicable data protection laws, about the breach as soon as possible.

        Children Under the Age of 13

        The Service is not intended for children under 13 years of age. No one under age 13 may provide any information to or via the Service. We do not knowingly collect personal information from children under 13. If you are under 13, do not use or provide any information via the Service or access or use the Service. If you believe we might have any information from or about a child under 13, please contact us at the Contact Details above.

        Canadian Privacy Notice 

        Certain Canadian laws, including Canada’s Personal Information Protection and Electronic Documents Act (S.C. 2000, c. 5), provide certain rights to Canadian residents including the right to request information from an organization about the existence, use or disclosure of such resident’s personal information, to request access to that information, and to challenge the accuracy and completeness of the information and have it amended as appropriate. If you are a Canadian resident and would like to make a request regarding your information that under our control, please contact us at the Contact Details above. 

        We will attempt to respond to your request within a reasonable time. Such response will be at minimal or no cost to you. 


        In case you consider our processing of personal data to be inconsistent with the applicable data protection laws, a complaint may be lodged with the local supervisory authority for data protection.

        In Finland, the local supervisory authority is the Data Protection Ombudsman (

        Privacy Policy version history

        Trustmary Privacy Policy Valid from June 1st 2020, Valid until further notice. Date updated: October 12th 2021.

        A list of our sub-processors can be found here.

        Contact us


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          Frequently asked questions

          Can I customize the widgets to fit my brand guidelines?

          Yes! We have plenty of ready-made templates that are fully customizable to fit your needs.

          Review and testimonial widgets increase conversion rate so we recommend using them on all critical pages on your website, most commonly front page, feature pages and pricing page.

          Usually creating and embeding a widget to your website takes between 2-15 minutes, depending on the customisation. Ready made templates can be added to website in seconds.


          Increase Conversion Rate with Social Proof

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          Social Proof Popups Help You Increase Website Conversion Rate

          Social proof popups help you increase trust and create urgency for your potential customers on your website. With Trustmary, you can showcase recent reviews, purchases or other actions to your website visitors.

          Review Popups

          Review popups help you showcase the best reviews at the right time to help your customers make purchase decisions.

          FOMO Popups

          FOMO Popups help you create urgency for your visitors which makes them more likely to convert than before.

          Visitor Activity Popups

          Visitor activity popups help you showcase different visitor actions on a website, for example, recent purchases or number of visitors on a given page.

          Here’s what our customers are saying about us online!

          Trustmary Reviews

          Start Utilizing Social Proof Today!

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          Frequently asked questions

          What kind of social proof works on my website?

          Usually customer reviews is the best form of social proof to increase conversion rate, but also social proof of recent purchases works well most of the time since it creates urgency to act for your customers.

          They can be annoying, but you can usually work around it with different triggers and rules. Usually on bigger screens popups work better so you can also choose to use them for example only on desktop.

          Best pages to show social proof popups are usually the ones that potential customers are scrolling when they are relatively close to purchase but have not decided yet on the purchase. Usually this means feature and service pages.


          Get More Leads from Your Website with Lead Generation Forms

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          Increase Your Website Conversion Rate with Lead Generation Forms

          Call to actions and forms you are using to get leads from your website are crucial parts of your website. Some could even argue that those are the most important parts. Trustmary offers you a library of lead generation forms that have already been tested and optimized on different websites. Create urgency for your potential customers on your website.

          Lead generation forms

          Showcase forms to your customers to get them to act accordingly.

          Find the best performing lead generation forms

          Measure your success with A/B tests and keep track of the progress with constant analysis.

          Supercharged with social proof

          If CTAs and forms are the most important parts for website conversion rates, building trust is the second most important part. Trustmary allows you to supercharge your forms with social proof.

          Different fields for different needs

          Different use cases require different fields. We have many different fields and fully customizable fields on top of that so that you can customize your fields completely to match your specific use case.

          • Text field and area
          • Contact information fields
          • Dropdown, checkbox and radio buttons
          • Advanced rules to show specific fields and forms
          • Hidden fields to catch relevant data about the user, UTM tags, referrer data, location etc (coming soon)


          We integrate seamlessly with CRMs, Marketing Automation Systems and Content Management Systems.

          • Zapier
          • WordPress
          • Pipedrive
          • Hubspot
          • Squarespace
          • Wix
          • Webflow
          • And many more

          Customizable triggers

          Would you like to show lead generation forms as a popup only to users that come from Google PPC? Or only at a specific time of the day? Or only to returning visitors? You can do that with Trustmary. The collected data that can be used to trigger forms:

          • Page URL
          • UTM tags
          • Device
          • And more

          Here’s what our customers are saying about us online!

          Trustmary Reviews

          Start creating lead generation forms today!

          Start Your Free 14-day Trial Now!

          Frequently asked questions

          Does it work with my CMS?

          Our lead generation forms work with all the most common Content Management Systems from WordPress to Hubspot CMS.

          We have Zapier integration which allows you to integrate the form to most popular systems. You can also integrate the forms with webhooks.

          Definitely not. You can get started with popup forms and later change the different forms with the best performing ones.


          Get More Leads with Lead Generation Pop-ups

          Start Your Free 14-day Trial Now!

          Lead Generation Pop-ups Help You Increase Website Conversion Rate

          Lead generation pop-ups help you generate leads and create a sense of urgency for your potential customers – directly on your website.

          Lead Generation Forms

          Showcase forms to your customers to get them to act.


          Measure your success with A/B tests and keep track of the progress with analytics

          Combine lead generation forms with testimonials

          Testimonials make your lead generation forms convert more.

          Customizable triggers

          Would you like to show lead generation forms as a pop-up only to users that come from Google PPC? Or only at a specific time of the day? Or only to returning visitors? You can do that with Trustmary. Data that can be used to trigger forms:

          • Page URL
          • UTM Tags
          • Device
          • Many more


          We integrate seamlessly with CRMs, Marketing Automation Systems and Content Management Systems.

          • Zapier
          • WordPress
          • Pipedrive
          • Hubspot
          • Squarespace
          • Wix
          • Webflow
          • And many more

          Here’s what our customers are saying about us online!

          Trustmary Reviews

          Start Getting More Leads Today!

          Start Your Free 14-day Trial Now!

          Frequently asked questions

          How can I get started with Lead Generation Pop-ups?

          In most cases, the easiest way to get started with lead generation pop-ups is to add them to your blog after a certain amount of scroll, for example, after 1000px. That being said, you can also add them to your most popular pages.

          Sure. You can A/B test lead generation pop-ups against null or try different popups on different pages.

          Usually, conversions increase by 5-30% by using lead generation pop-ups.


          Figure out what works and what doesn’t with A/B and Multivariate tests (IN BETA)

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          A/B test testimonials, review and lead generation forms (COMING SOON)

          All testimonials, reviews and lead generation forms are not born equal. To figure out what really works on your website you need to run some tests on your site. With Trustmary it is quick and easy. Try it!

          A/B and multivariate tests

          With Trustmary you can A/B test different testimonial, review, and lead gen widgets and figure out what works and what doesnt.

          You can also run different test for new visitors, returning visitors or for example to run test only to people coming from a specific UTM campaign.

          Here’s what our customers are saying about us online!

          Trustmary Reviews


          Gather Feedback from Your Customers with Feedback Forms

          Start Free 14-day Trial in the Meeting!

          Feedback Is Crucial for Businesses

          Feedback is essential for any business, as without customers you don’t even have a business. With Trustmary, you can create stunning feedback forms and distribute them to your customers through different channels.

          Question Types to Fit Your Needs

          We offer fully customizable feedback forms with a straightforward drag-and-drop builder that can be customized according to your brand colors. Types of questions included:

          • Text field and area
          • Contact information fields
          • Dropdown, checkbox and radiobuttons
          • NPS, CSAT, CES, Star rating
          • Video feedback
          • Text testimonials
          • Video testimonials
          • Many more


          We integrate seamlessly with CRMs, Marketing Automation Systems and Content Management Systems.

          • Zapier
          • WordPress
          • Pipedrive
          • Hubspot
          • Squarespace
          • Wix
          • Webflow
          • And many more