TL;DR — A generic request produces a generic answer. These 25 questions, grouped by theme, ask customers for their own specifics — a before-state, a particular result in their own words, a favourite feature — rather than a blanket compliment. Send one question per request, not the whole list.
- One question per request works better than a list to choose from.
- Before-and-after framing produces more concrete answers than "what do you think of us".
- Match the question to what the clip will be used for before you send it.
On this page
Before-state questions
These ask the customer to describe the problem or situation before they started using the product — useful for landing pages aimed at someone in that same position now.
- "What were you using or doing before you found us?"
- "What problem were you trying to solve when you started looking?"
- "What almost stopped you from trying us?"
- "What was the most frustrating part of how you used to handle this?"
- "What made you start looking for something different in the first place?"
Specific-result questions
These ask the customer to describe their own outcome in their own words, rather than inviting a vague compliment.
- "What changed for you after you started using it?"
- "What's something you can do now that you couldn't do before?"
- "What result are you most pleased with?"
- "How has this changed the way your day-to-day work looks?"
- "What would you say if someone asked whether it actually made a difference?"
Feature and experience questions
- "What's your favourite feature, and why that one?"
- "What surprised you most once you started using it?"
- "Is there a feature you didn't expect to use much but now rely on?"
- "What's the first thing you show a colleague when you introduce them to it?"
- "What's something small that made a bigger difference than you expected?"
Would-you-recommend questions
- "Would you recommend this to someone else in your position? Why?"
- "Who would you tell to try this, and what would you tell them?"
- "What would you say to someone who's on the fence?"
- "What's the one thing you'd want a new customer to know before they start?"
- "If we disappeared tomorrow, what would you miss most?"
Relationship and service questions
Useful when the testimonial is less about the product itself and more about the experience of working with your team.
- "What's it been like working with our team?"
- "Can you describe a time our support team helped you out?"
- "What made you decide to stick with us at renewal time?"
- "How would you describe us to someone who's never heard of us?"
- "What's one thing that made you trust us early on?"
Send the question with the request, not separately
Build the question into the request itself so the customer sees it the moment they open the link, rather than sending it in a separate message they might not read before they start recording.
Start freeFrequently asked questions
Should I send more than one question at once?
No — one question per request keeps the ask light and the answer focused. If you want several angles from the same customer, send a second request later rather than stacking questions in one ask.
What if the customer's answer doesn't match the question I sent?
That's fine — a question is there to get them talking, not to constrain the answer. The best clips sometimes wander slightly off the prompt into something more specific and more usable.
How do I pick the right question for a landing page?
Match it to what the visitor is deciding at that point in the page — a before-state question near the top, a specific-result question near a pricing or comparison section.
Can the same question work for every customer?
Mostly, yes, though it helps to adjust the wording slightly for a long-tenured customer versus someone who just signed up — see How to Collect Video Testimonials for timing the ask to the customer's situation.