Benefits of Customer Testimonials in SaaS

Customers sit in cozy corners around the world, scrolling on their phones and waiting to be influenced into buying something from someone, somewhere. If you want them to buy from you, unlocking the benefits of testimonials in SaaS is key.

Social bias underlies every facet of modern society. And although we seldom notice, people are hard-wired for it. This makes using social proof like testimonials a marketing game-changer — especially in the SaaS industry!
Why? Because testimonials directly affect purchasing decisions, brand awareness, and credibility. And it all starts with a compelling story of how your product impacted another person’s life.

If you want people to buy into the story, then good testimonials are the way to sell it to them. We’ll walk you through the ins and outs of using testimonials to grow your SaaS business in this piece.

Why Should You Care About Customer Testimonials? 💬

We all know sales are an essential factor in determining the success of your SaaS business. You need to convince people to buy into your brand before they consider purchasing from you. How? By using effective marketing strategies that create leads and increase conversions. This is where customer testimonials come in handy!
Here are some of the specific benefits of testimonials in SaaS:

1. Shows You Who Your Customers Are

Analyzing testimonials helps narrow down who your target audience is and gives insight into what they need or want. You can figure out what kind of people like your product, what kind don’t, and why. This helps you improve your product to keep happy customers happy and expand your reach.

2. Builds Trust With Your Customers

One of the benefits of testimonials in SaaS is the confirmation it gives potential customers. There’s a reason the term herd mentality exists. To an extent, our brains are wired to seek validation from those around us.
People are more likely to trust testimonials because customers, unlike sales representatives, don’t have a vested interest in whether or not a product sells. They have nothing to lose, so why would they lie? The more people rave about your products, the more trust others will have in making new purchases.

3. Highlights Your Brand Identity to Customers

Helping craft a strong brand identity is one of the critical benefits of testimonials in SaaS. They help people see your business through the eyes of happy customers. Further, testimonials zoom in on your brand’s identity, highlighting its positives. They show potential customers who you are, what you offer, and why you’re the best. They give your brand a personality, and it’s this personality that connects with people.

4. Testimonials Show Benefits of Using Your Service

Another benefit of testimonials in SaaS is showing your product’s unique selling proposition. They convey what sets your product apart from your competitors. Testimonials document how well your product has worked for customers, the benefits it’s given them, and why they’d recommend it over others.

5. Testimonials Help Improve Sales

Leveraging testimonials in marketing is a great sales tactic. When exploring a new product, most people do some research to make sure it’s legitimate. Reviews are a go-to place for this information and can make or break the buying decision.

One of the main benefits of testimonials in SaaS is converting potential customers to paying customers. Providing unbiased social proof upfront that your products are what they say they are, convinces people to buy.

What Kind of Testimonials are There? 💡

Now that we’ve discussed some of the benefits of testimonials in SaaS, let’s look at the different kinds of testimonials out there. Testimonials can take on a variety of formats and come from multiple sources. Let’s dive in!

Case Studies

Case studies can provide verified proof that showcases the reliability of your product. You’ll have a record of research showing how your customer used your product and how it transformed their lives.


Testimonials can also take the form of stand-alone quotes from happy customers. Quotes are simple but powerful. They convey their point quickly and concisely and actively convince people to purchase.

Peer Reviews

Peer reviews are a great form of testimonials made by experts — people with specific qualifications in your niche. A peer testimonial is evidence from a professional that your product is reliable. Using these types of reviews adds real credibility to your product.

Interview Testimonials

Interview testimonials are testimonials taken from interviews between your team and customers. They are handy as they come from specific customer questions about your product. If you want potential customers to know about a particular product benefit, you can request a question that elicits that answer.

Influencer Testimonials

Testimonials can come from well-known influencers with an extensive audience reach in their industry niche. You can offer influencers free access to your product in exchange for them sharing a review.

Social Media Testimonials

Social media is everywhere — it’s the modern method for communication and connection. This has led to the popularity of social media testimonials. Happy customers post about products they love and share their positive experiences. This ‘sells’ the products appeal to their followers. You can reshare these responses on your product pages so potential customers can see how the product is used.

Blog Posts

Blog posts are a versatile form of testimonials. They can be short and to the point or an in-depth read on customer stories. Businesses can use their voice to frame and promote what customers say, and it’s this personal quality of blogs that sets them apart from other testimonial formats.

Video Content

Testimonials don’t have to be in writing — they can be in video format. Seeing a face and hearing a voice adds weight to your testimonials and appeals more to viewers. They make information more relatable and entertaining which improves engagement. And today, video creation isn’t expensive — they’re low-risk, high-reward testimonials.

Long-Form Testimonials

Typically, long-form testimonials are articles around 1000 + words and document quality interviews or case studies with your best customers. Typically, the focus is on the benefits customers have gained by using your product and how great their customer experience has been.

We’ve covered the benefits of testimonials in SaaS and what they can look like, but how do you get testimonials? Or tell if they’re good or bad? And if you get one, and it’s good, where do you put it? Explore three steps for finding the ideal testimonial for your SaaS marketing on PayPro Global’s blog.

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