20 Must-See SaaS Testimonial Page Examples

Your prospects need social proof. For SaaS products in particular, testimonials, reviews, and ratings will be the first thing they look for when they go to scope out your brand and product. So, it pays to put serious effort into your customer page and testimonial examples.

To present your product and service in the best possible way, you’ll need to:

1. Showcase what your biggest fans have to say through impactful reviews.
2. Share the challenges your products solve through real-life case studies.

Because software products are complex, most SaaS companies choose to focus on number two: customer stories and case studies. However, short customer testimonials and reviews can be just as powerful if they come from the right people. People, and brands who your prospects know, trust, and believe. 

This article shares 20 examples of SaaS testimonial pages, including their pros and cons. It includes reviews, video testimonials, customer case studies, landing pages, and blog articles. 

Use this list to get ideas for your testimonial pages. Pick and choose the styles, formats, and elements that will work for your target market. That way, you can showcase brilliant customer feedback that your prospects will view and trust. Enough to book a demo, get in touch, and sign up! 

Example #1: Cin7 Customer Reviews Page

• Product review selection — Letting users select and view reviews for the two platforms (products) Cin7 offers saves search time.
• Trusted review platforms — Cin7 shares that the reviews have come from trusted platforms relevant to their industry: G2, Capterra, Xero and QuickBooks.
• Date & consistency — The reviews are dated, and there is a consistent, regular influx of positive reviews, indicating continuous customer satisfaction.
• Maybe I’m biased, but isn’t this review widget beautiful? 😍
• Customer profile — Including business profile data helps prospects identify whether the product works for companies of one size or several. In Cin7’s case, all reviews seem to come from businesses with 50 or fewer employees.

What we would have done differently

• Introduction wording — Every customer is ‘real’ – saying so makes me think otherwise.
• Contemplate ‘Anonymous’ reviews — No matter how positive they might be, no-name reviews can lower the review’s credibility. If you are a ‘real’ happy customer, why wouldn’t you at the very least include your name? It’s worth weighing up whether you have fewer reviews from named customers or more, where half are no-names. 
• Include photos — None of the reviews include images of the customers, which makes the page and the feedback feel less human. 
• Show ratings — Including the ratings from review platforms confirms the product’s value as perceived by customers.

Example #2: Clari’s Customer Testimonials

 

What we like about Clari’s example:

• Reviewer info — A photo, job title, and company authenticate the testimonial and create a sense of trust. The words come from a real person, Clari’s examples being C-suite executives at recognizable brands.
• To the point — All the testimonials are short. Some are only a sentence long, but this can be more effective if the quote is good.
• Professional — The professional tone of the reviewers indicates Clari’s customers are from high-profile companies.

What we would have done differently

• Added more testimonials – It wouldn’t have hurt to add more short testimonials. Clari has an overflowing library of customer stories, which they could have leveraged. Pulling one quote from a spokesperson of each story would have given them a long list of testimonials to add to this section.

Example #3: Buzzsprout’s Reviews Page

 

What we like about Buzzsprout’s example

• Active voice — The page speaks directly to its target market – podcasters- adding an extra layer of connectedness.
• Selection of testimonials — Buzzsprout carefully selected its first three testimonials to address three important considerations when signing up for a product: customer service, ease of use, and cost. 
• Highlighting — Highlighting impact statements in all the testimonials showcased makes it easier for a visitor to scan all the positive things customers have to say. 
• Twitter + Community reviews — Buzzsprout showcases Trustpilot’s reviews and includes reviews from Twitter and its Community Group, which is laser-focused on users. If users have great things to say about the product, it’s the real deal.

What we would have done differently

• Date — None of the reviews have dates, so you don’t know if they are old or new and, therefore, how relevant they are.

Example #4: Base Customer Testimonials

What we like about Base’s example

• Title — While stating the obvious, the title ‘In Their Own Words’ reaffirms these statements are the voice of the customer.
• Neat display — The professional look and feel of Base’s testimonials evoke the trust and credibility of the SaaS provider.
• Uniform review data — All the featured testimonials include an image, name, job title, and the company they work for, making them verifiable and neat.
• Genuine feedback — Each testimonial’s natural, conversational flow and individual tone make them real. Each reviewer talks about their favorite and most valued benefit.

What we would have done differently

• Dates — When testimonial dates are not listed, the prospect wonders if the feedback is still relevant. Reviews could have been submitted five years ago or yesterday. 

 Example #5: Marqo’s Testimonials 

 

What we like about Marqo’s example

• Short and sweet — Marqo Is a fairly new SaaS company. Its testimonials and customer stories are embedded on its home page. Although there are only two testimonials, they are from highly relevant customers who have clearly used the product and are happy with the results.

What we would have done differently

• Vague customer stories — Simply saying ‘a global e-commerce company or ‘major Australian retailer’ is not enough. A big miss in Marqo’s customer stories, which are also short and vague, is that they have not named those ‘major’ customers’.  Such customer stories add no value and may even take away credibility. 

Example #6: SmartBug Testimonials Page

 

What we like about SmartBug’s example

• Fan club — By referring to their happy customers as ‘fans,’ SmartBug adds an additional layer of personability and warmth, which implies a friendly, starstruck connection.
• Massive list — With hundreds of neatly displayed testimonials on the page, you can keep scrolling and reading for hours. It’s a much more user-friendly way to display customer feedback. This makes you wonder what is more effective: full-blown customer case studies or short testimonials. 
• Bold, large text — Another feature that makes scrolling on SmartBug’s page so easy is the bolded, large text of the testimonials. You don’t have to strain to read the small font. 
• Name, company, and photo — All the testimonials have a name and company associated with them, and most have a photo, making them authentic and verifiable. 

What we would have done differently

• Show the video — There is a great video of customers sharing live testimonials from the SmartBug customer event. The problem is, you need to read all the text at the top of the page to avoid missing it! Embedding this video into the page would do wonders for the business, and they would likely see more clicks on it, too.

Example #7: Salesforce’s Cognism Customer Success Story

 

What we like about Salesforce’s example

• Quantifiable value — A 25% increase in lead conversion quantifies the benefits of Salesforce’s products for Cognism.
• Leading with challenges —The first few paragraphs explain key challenges faced by Cognism that Salesforce’s SaaS platform solved.
• Powerful quote — The reference to Salesforce as ‘the premier platform for sales and marketing.’  The Global Head of Demand Generation at Cognism says he has used Salesforce at every company he has worked at. When it comes to customer loyalty (and testimonials), it doesn’t get any better than that.
• Real people — Content images of customer spokespeople. You should never underestimate the value of a visual of the customer in testimonials, whether images or videos.

What we would have done differently

• Show me the numbers —The text contains some awe-inspiring statistics (‘25% conversion rate from inbound leads delivering 500% in growth’ and ‘from £5 million in annual recurring revenues to £30 million in just three years’). However, these numbers could be better presented with infographics. They would be more impactful and also make the testimonial more visually appealing for prospects.
• Add a video —The only thing that would make this example better is a video story. In some of its other case studies, Salesforce has excellent examples of customer success videos.

Example #8: Slack’s Grammarly Customer Story

 

What we like about Slack’s example

• Two customer spokespeople —The pictures of the spokespeople are included next to each pull-out quote, personalizing the experience with the product.
• Content menu — Easy navigation through the five sections of Slack’s customer story so you can click on what interests you.
• Three benefits — Outlines how Slack has helped Grammarly communicate better in three key ways.
• Customer’s business profile—By including company size, industry, departments using the tool, and integrations featured in the case study, prospects can identify whether the product suits their needs and tech stack.

What we would have done differently

• Mix it up—It’s a shame this example is so text-heavy. It uses almost no other format to present information more engagingly. Infographics, bullet point lists for easier reading, and bolding important points would help.
• Bring in the data—There isn’t much data backing the customer’s claims. It’s mainly focused on verbatim evidence, which doesn’t always go far with prospects unless they recognize their own business challenges. To convert a lead to a customer, you usually must display success in numbers.
• Entice with a stronger title — The only thing that makes you click on this testimonial is the ‘Grammerly’ brand.

Example #9: Guru’s Intercom Case Study

 

What we like about ‘Guru’s example

• Simple, logical structure — Guru’s example has the most effective case study structure. It presents the challenge to your prospects, showcases the solution, and shares the all-important results. 
• Colorful, convincing graph — Showing a 60% reduction in time to first response since the implementation of Guru, the graph is a super convincing seller of the wiki platform. Unfortunately, it’s at the very end of the case study. This, along with the 34% reduction in repeat questions asked in Slack, should be in a more prominent place on the page – at the very top.

What we would have done differently

• A grabbing title—Without a ‘meaty’ title that grabs you and a content menu, the value in this customer story remains hidden. That’s a shame because Guru & Intercom has a good customer story to tell, a solution that solves a significant challenge, and the data that proves its worth.
• Subtitles, graphics, and lists—It would be helpful to divide each section into sub-sections. There is a lot of superfluous text and many convincing customer quotes with benefits that could be presented in a more engaging way. 
• Faces behind the words—Whenever possible, use images of the people you quote in case studies. This makes them genuine and helps prospects identify them via social networks like LinkedIn so they can view their profiles and assess how relevant their opinions are. 

Example #10: Notion’s Pleo Customer Story

 

What we like about Notion’s example

• Four benefits — Notion’s customer story template has moved away from the traditional, wordy case study structure. Instead, it uses a simple before-and-after scenario for four key benefits the customer experiences when they sign up for Notion. 
• User insights and use case — At the top of the story, Notion clearly identifies the customer representatives who share their insights and experience with Notion and also indicates the business use cases the customer is showcasing.
• Application screenshots — Including Notion screenshots helps prospects see and visualize their projects in the application. 

What we would have done differently

• Notion avatars — Using avatars instead of actual images of customer spokespeople for quotes can make the case study seem more fun and quirky rather than serious. This may or may not impact the kind of customers you attract or turn away. 
• Wordy title — Reading the title is hard work. There are too many words, and several of them are too long, which doesn’t make you want to stay on the page.
• No data — Backing up customer claims with numbers helps new prospects imagine their productivity improvements. Not having any makes products less tempting to sign up for.

Example #11: Adobe’s PriceFX Customer Success Story

What we like about Adobe’s example

• Subtitle — Starting with ‘Fast-growing software company…’ Adobe’s testimonial automatically indicates the type of business the product/s provide solutions for. Including the customer’s success in numbers (28% increase in sales) makes the claim credible. The prospects know why the case study is worth reading.
• Leading summary — Jumping straight into a summary of the customer and their business objectives, prospects can see if they have identical needs. 
• Results snapshot — This is a stellar example of using customer statistics to show your product’s value and convince prospects that you are worth signing up for. 
• Screenshot experience—Including screenshots like the ones in this example helps your future customers see and experience what your platform or tool will look and feel like. This brings them closer to your product and builds familiarity.
• Challenge to solution — The detailed recount of the customer’s journey from challenge to solution acts almost as a guide for other businesses on how to solve similar issues with Adobe’s products. 

What we would have done differently

• Design—One thing that could improve this testimonial is graphics, especially for the statistics of the rocking results. However, Adobe is a longstanding, well-known, reliable SaaS provider, so the conservative, minimalist design is appropriate for its brand.
• Video — While there are some great quotes and an image of the customer spokesperson, turning this story into a customer video would make it the ultimate contender in this list of testimonial examples.

Example #12: Vimeo’s Zendesk Blog Post

 

What we like about Vimeo’s example

• Blog post — Turning a customer story into a blog post makes it feel less ‘marketing’ and more ‘news.’ It’s not common practice, but a nice, subtle way of presenting and leveraging existing testimonials in a new way.
• Author & date — A date and author are two things most customer stories seem to lack. Both add context and credibility, so it’s nice to see in this Vimeo example. It could be something businesses start adding to their customer stories in the future.
• Subheading use case – Including the business use case in the subheading attracts prospects with similar needs to read the story.
• Product features — Two product benefits are featured as subheadings and explained through Zendesk’s real-life case study example.

What we would have done differently

• Video — One thing that could have been done better is the video. While it personalizes and brings the story to life, it’s a little short. Meaningful customer success story videos need to be around three minutes long. Otherwise it feels like it’s been cut off.

Example #13: New Relic’s Forbes Video Testimonial

 

What we like about New Relic’s example

• Professional feel — Forbes is a globally reputable media outlet. This testimonial’s serious and professional tone portrays New Relic as an SaaS provider that can cater to big business players.
• Video talent —  JD Weiner, Director of DevOps at Forbes, is a great talent for video content. Speaking clearly and using body language to complement his words, he comes across as charismatic and convincing. 
• Importance of product — Within 30 seconds of the video, Weiner makes a strong statement to confirm the importance of their software products: ‘We live and die on the digital side by the performance of our software stack.’ 
• Customer journey — The video explains how they use the product features and how their use case evolved over time. This shows prospects the product can grow with their business and provide support and partner with them into the future.

What we would have done differently

• Other talent—The only thing you could add to this video (maybe) is another talent. However, Weiner covers all the content so well and is so convincing that bringing someone else into the mix who is less so may just undermine the power of this premium video testimonial.

Example #14: Slack’s Sandwich Customer Video (2014)

What we like about Slack’s 2014 example

• Humour -— If you get it right, like Slack and Sandwich did in this customer testimonial video, it works like a dream to engage your prospects.
• Dual brand advocacy — The nice thing about this testimonial is that it works to promote and showcase both the customer (Sandwich) and the business (Slack).
• Doubter to flaunter — One of the best things about this testimonial video is the complete 180-turn in the perceived product value. From the initial product proposal, where Sandwich gave a ‘No thanks’ straight off the bat, to – ‘We love and use it constantly.’ This kind of approach makes prospects who doubt Slack’s value reconsider.

What we would have done differently

• Nothing — This video has done too well (over 1.3M views) to suggest any improvements. When it was produced (a decade ago), it would have been a rare format for SaaS testimonial videos. It also goes to show that sometimes, taking a risk and swaying off the traditional path pays off.

Example #15: Brightcove’s Sumo Logic Video Testimonial

 

What we like about Brightcove’s example

• News-worthy headline — This example reals you in to click, view and keep reading.
• Video format — Brightcove’s video testimonial proves you don’t have to spend big bucks on video production. A simple video made up of a video call with the customer and some animation graphics that share a strong message is just as impactful.
• Suspense and emotion — Using a timeline to display the suspense and emotion the customer experienced when their vendor failed them, helps prospects sympathize and connect with the customer’s scenario.
• Vendor vs. Partner — The strongest message the prospect walks away with is Brightcove’s unwavering dedication to partnering with the customer. This shows the prospect that Brightcove is customer-first and will always have their full support.

What we would have done differently

• Company profile — Not having details of the customer’s business profile, such as size, might make it difficult for prospects to identify if Brightcove caters to a particular type of business.
• Data — Another thing that would have been nice to see in numbers is how much Sumo Logic would have cost had Brightcove not saved the day. 

Example #16: Float’s Video Testimonials 

 

What we like about Float’s example

• Video-packed — Float has one of the best examples of video testimonials. Starting with a combined customer testimonial video featuring recognizable customer names, the entire customer page is packed with video. Every customer story includes a video.
• Blog-like customer stories — Even though they indicate at the top of each page that the content is ‘Marketing & Advertising,’ the format of their customer stories has a blog-like feel. They also include images of the content writer and the customer spokesperson, adding to their authenticity and building trust.
• PDF download—An interesting addition to their customer story testimonials is the PDF download option, which may feel a little old-school but caters to prospects who prefer a printable option.

What we would have done differently

• Add reviews — The one thing missing is short, sweet, and concise reviews and testimonials. So, unless you are prepared to do some extensive reading or video viewing, visitors who are short on time might forgo clicking through to the stories.
• Showcase awards — Float has hidden its G2 awards into its PDF downloads. Unless you click on the PDF, you don’t get to see this highly valued social proof. We’d bring this onto the customer landing page for full impact.

Example #17: HubSpot’s Customer Spotlight Page

 

What we like about HubSpot’s example

• Customer base — This number showcases HubSpot’s impressive customer base. At 205k, the first thing a prospect thinks is, ‘If they have such an impressive customer base, they must be reliable—no doubt about it’.
• Brand logos — Seeing the logos of highly recognizable brands adds another layer of credibility.
• Broad industry base — Dividing customers into industries suggests that the product is suitable for a wide range of sectors. 

What we would have done differently

• Add customers words — A major setback of this testimonial example form HubSpot is the complete lack of customer feedback. None of the links go to stories or quotes on how HubSpot solved their challenges or the customer experience. Instead, the links showcase the customers service offerings. It’s almost like a promotion of their customers to potential prospects.
• Update the story — The storytelling of Hubspot’s Customer Spotlight page is circa 2020 (the pandemic era), which is no longer relevant and is a narrative people are tired of.

Example #18: Hotjar Customer Page

 

What we like about Hotjar’s example

• Success data — The best thing about Hotjar’s customer page is the button next to each story,, which shares the improvement their customers have experienced (in numbers) as a result of their product. It’s these skinds of results that convince prospects to convert.
• Dozens of big — name customer stories – A long list of case studies from big-name brands means they must be reliable and trustworthy.
• Filter option — Because there are so many stories, the filter option is a necessary addition to this company’s customer success stories page. 

What we would have done differently

• Overwhelming design — While there are a lot of quality customer insights in the many links on this page, you have to click to find out anything. Also, it’s not pleasing to the eye. It’s overwhelming and complex. More white space, chunks of text, and a mix of components would make it user-friendly.

Example #19: Dovetail’s Customers Page

 

What we like about Dovetail’s example

• Slack community invite — Dovetail is the only website we’ve come across that has included a link to register for their’ invite-only’ Slack community. Getting customers and prospects to register for such communities is a great way to provide support, gain user insights you can share with your product development team, and nurture customer advocacy. 
• Tidy testimonials — The testimonials are formatted and displayed (once you scroll down to them) in a way that makes them easy to read. 
• Customer story format —The way customer stories are displayed makes them easy to scan and see what may be of interest. You can also filter by industry, location, and business size.

What we would have done differently

• Switch layout — It seems like the good stuff is all the way at the end. When you land on Dovetail’s customers page, you see white space and must scroll before you see any glimpse of a customer story or testimonial. It feels like a missed opportunity, especially when they have a truckload of impressive customers to flaunt.

Example #20: Grafana Labs’ Customer Success Page

What we like about Grafana Labs’ example

• Leading with numbers — Confirming the product’s reliability with two key numbers, ‘ 20 million global users’ and ‘Fortune 100 companies’, Grafana Labs ticks the trust box for a reader.
• Short and long testimonials — The customer page should include a mix of short testimonials and case studies so that your prospects can pick and choose what they read. 
• User-friendly interface — The visitor can quickly scan the logos of big brands using Grafana Labs and click through for details on why their customers love the product.

What we would have done differently

• Add people — The biggest flaw of Grafana Labs’ customer success page is the lack of human faces, which makes the page impersonal.
• Include awards —  Another thing that would have made the brand’s product offering more convincing for prospects is awards. 
• Star rating — It wouldn’t hurt to include the star ratings from leading review platforms like Gartner, Capterra, and G2, where Grafana rates at or above 4.5 stars across all three.