# Testimonial Builder Output Template

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## 1. Testimonial Collection Plan

### Outreach Strategy
**Channels:**
- Email: Post-purchase (day 7, 30), post-support, milestone events
- In-app: Popup after key feature use, post-checkout, after positive support ticket
- SMS: High-intent, post-delivery confirmation
- Direct: LinkedIn (B2B), Instagram DM (creator partnerships)
- Incentive: [discount code / raffle / product credit / charitable donation match]

**Timeline & Goals:**
- Collection window: [duration, e.g., 60-day sprint]
- Monthly target: [number of new testimonials]
- Outreach cadence: [frequency, e.g., weekly email blasts]
- Response deadline: [window, e.g., 14 days to submit]

**Message Framework:**
- Subject: Focus on impact ("Help other customers discover...")
- 3-5 guiding questions
- Response format: Video / Written / Audio / Image+text

---

## 2. Testimonial Scoring Matrix

| Dimension | 1 Star | 3 Stars | 5 Stars |
|-----------|--------|---------|---------|
| **Credibility** (25%) | No verification | Standard details | Full verification + media |
| **Persuasion Power** (30%) | Generic praise | Good specificity | Emotional + specific + narrative |
| **Platform Fit** (20%) | Wrong format | Adequate length | Perfect for platform |
| **Uniqueness** (15%) | Duplicate claim | Somewhat unique | Highly differentiated |
| **Visual/Media** (10%) | No media | Text only | Pro video or photo |

**Formula:** (Cred × 0.25) + (Persuasion × 0.30) + (Platform × 0.20) + (Unique × 0.15) + (Media × 0.10) = Total/5.0

**Thresholds:**
- 4.5+ = Hero/Featured
- 4.0+ = Primary Placements
- 3.5+ = Secondary Placements
- 4.2+ = Ad Creative
- Below 3.0 = Reject

---

## 3. Testimonial Card Template

```
TESTIMONIAL ID: TST-[MONTH]-[SOURCE]-[INITIALS]
SCORE: X.X/5.0 | TIER: [HERO/PRIMARY/SECONDARY/AD]

CUSTOMER PROFILE
├─ Name: [First name + last initial]
├─ Location: [City, State]
├─ Title/Role: [If relevant]
├─ Verified Purchase: Yes/No | Date: MM/DD/YYYY
├─ Product: [SKU / Product line]
└─ Duration: [X months/years]

PRIMARY QUOTE (XX characters)
"[Full testimonial text]"

KEY METRICS
├─ Rating: ★★★★★
├─ Sentiment: [Positive/Enthusiastic/Measured/Relief]
├─ Objection Handled: [Price/Complexity/Quality/ROI/None]
└─ Narrative: [Problem → Solution → Result]

USE CASE TAGS
[ ] Results-Focused | [ ] Quality-Focused | [ ] Time-Saving
[ ] Cost-Saving | [ ] Ease-of-Use | [ ] Integration

MEDIA ASSETS
├─ Headshot: [Path/URL] | 400x400px min
├─ Lifestyle Image: [Path/URL] | 1200x800px
├─ Video Clip: [Duration / File path]
└─ Source: [Email / Review site / Social / Survey]

PLACEMENT ROADMAP
├─ Homepage: Yes/No
├─ Product Page: Yes/No
├─ Ad Creative: [TikTok/Instagram/Facebook]
├─ Email Campaign: Yes/No
└─ Creator Brief: Yes/No

COMPLIANCE
├─ Usage Rights: Yes/No
├─ Incentive Disclosure: [None / Mentioned]
├─ Legal Review: Passed/Pending/Issues
└─ Review Date: MM/DD/YYYY
```

---

## 4. Platform Placement Guide

### Amazon Product Page
| Position | Format | Limit | Notes |
|----------|--------|-------|-------|
| Hero overlay | Text overlay | 100 chars | Rotate monthly |
| A+ Content 1 | 3-5 quotes + images | 150 chars each | Lifestyle images |
| A+ Content 2 | "Customers say" | 80 chars each | Stack vertically |
| Review highlights | Callout badge | 50 chars | Auto-highlight |

**Best Practices:** Prioritize verified badges, include name+location, rotate hero every 4 weeks.

### TikTok Shop / Short-Form Video
| Position | Format | Duration | Notes |
|----------|--------|----------|-------|
| Shop feed carousel | Video clip | 15-30 sec | Customer on camera |
| Video pin | Full testimonial | 30-60 sec | 15% engagement lift |
| Live stream | Live customer | 2-3 min | Real-time interaction |

**Best Practices:** Video 3x outperforms text, include product in frame, 3-5 new clips/month.

### Shopify / DTC Website
| Section | Format | Char Limit | Rotation |
|---------|--------|---|---|
| Homepage hero | Quote + name | 80 chars | Monthly |
| Homepage slider | Quote + headshot | 120 chars | Weekly |
| Product page | Quote + CTA | 100 chars | Per product |
| Checkout | Trust badge | 50 chars | Static |

**Best Practices:** 400x400px headshots, include 4-5 stars, test photo vs no photo (+8% CTR).

### Facebook/Instagram Ads
| Format | Placement | Notes |
|--------|-----------|-------|
| Static image + text | Feed | CPC; broad audience |
| Video testimonial | Reels/Feed | 15-30 sec; CPV; detailed targeting |
| Carousel | Stories+Feed | 3-5 cards; lookalike audience |

**Best Practices:** Customer face prominent, text overlay (sound off), test 3-4 per campaign, pause underperformers at 10K impressions.

### Email Marketing
| Sequence | Position | Format | Trigger |
|----------|----------|--------|---------|
| Welcome 1 | Body | Quote + name + image | Subscribe |
| Welcome 3 | CTA reinforcement | 2-3 short testimonials | 48h post-signup |
| Abandoned cart | Urgency section | "Join X customers who..." | 4+ hours |
| Post-purchase 1 | Confirmation | How-to tips from customer | Order confirmation |
| Post-purchase 2 | Engagement hook | Success story | 7 days post-delivery |

**Best Practices:** 80-120 chars max, include headshot (+12% open), segment by product.

---

## 5. Performance Tracking Table

| Testimonial ID | Platform | Impressions | CTR | Conv. Rate | Revenue | Notes |
|---|---|---|---|---|---|---|
| TST-001 | Homepage | 45K | 5.0% | 8.0% | $4,860 | Best performer |
| TST-002 | Product Page | 18K | 4.0% | 7.5% | $1,620 | Seasonal relevance |
| TST-004 | TikTok | 125K | 4.5% | 8.0% | $10,800 | Video driven |

**Summary:** Total testimonials: 15 | Active: 12 | Avg CTR: 4.1% | Avg Conv: 7.8% | Total Revenue: $22,815 | ROI/testimonial: 15.0x

**Optimization Actions:**
1. Rotate 3 lowest performers
2. Add 2 new video testimonials
3. A/B test photo placement
4. Create product-specific carousels
5. Archive declining testimonials (6-12 month window)