Testimonial form
- Testimonials you end the year with
- 18
- Customers you ask a year
- 42
- Of those, video testimonials
- 3
- Happy customers you never asked
- 78
Nothing here is a benchmark: every figure is worked from the numbers you enter about your own year.
The figures below are a worked example: 18: on one small business's year. Change them to yours.
Download the Testimonial form worked example (CSV)
This is the testimonial request sheet, and it answers the question nobody in a small business has ever put a number to: how many of your happy customers are you not asking? Enter the customers you finish in a year, the share you actually ask, the share who answer, the share who will do it on video, the minutes each ask takes you and what an hour of that time costs, and the pages on your site that could carry proof. It returns the asks, the testimonials you will end the year with, the video ones among them, the customers you never asked, the hours and the cost of asking, what each testimonial costs to get, and how many are available per page of your site. Every answer below is worked from the figures you enter, and nothing on this page is a benchmark or an industry average.
What people ask about the Testimonial form
What is a realistic response rate?
A direct ask from the person who did the work runs far higher than a mass email. The worked example uses 42%, which is what a personal ask to a finished customer tends to return.
Why does it ask what my time costs?
Because asking is not free, and the cost per testimonial is the figure that tells you whether to systematise the ask or keep doing it by hand. On the worked example it is $16.19.
What do I do with the unasked number?
On the worked example it is 78 customers a year. It is the cheapest marketing budget line you will ever find, and it needs no money at all.
Where the constants in this tool come from
FTC Endorsement Guides, 16 CFR Part 255 (Code of Federal Regulations, GovInfo).