The testimonial strategy that tripled ROAS

Most brands use testimonials. But very few use them well.

One wellness brand made one small shift — and their return on ad spend jumped 3x.

Here’s what they changed.

The problem

The brand had plenty of customer reviews, but they weren’t converting. Text screenshots and static quotes weren’t driving action.

Their product was solid. But people didn’t feel the impact.

The shift: turn reviews into video

Instead of just quoting happy customers, they filmed two users describing their before/after experience.

Each video was under 20 seconds:

• Opens with: “I didn’t think this would work — but here’s what happened”
• Shows user holding product, then cut to lifestyle use
• Ends with: “It actually changed my routine” + CTA

The results

• ROAS tripled on cold traffic
• CTR doubled
• Add-to-cart rate improved by 62%
• Most viewed video on their profile that month

Why it worked

• Relatable face. Viewers connected to a real person, not a brand voice
• Short and emotional. Each line felt unscripted and human
• Trust transfer. Seeing belief in someone’s eyes beats a 5-star review
• Product + story. The product wasn’t just shown — it had context

How to replicate it

• Find a happy customer who speaks clearly
• Ask them one question: “What changed for you after using this?”
• Film in natural light, minimal script, focus on the face and voice
• Keep it under 30 seconds
• Add bold captions and end with a soft CTA

Final thought

Testimonials aren’t about praise — they’re about proof. When people see themselves in the story, they buy.

Want to avoid the five most common video ad mistakes?

Download our free guide at upstir.co/5-video-ad-mistakes

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