Social proof is the psychological phenomenon where people look to others actions to determine their own. In marketing, it is the most powerful persuasion tool available. Studies show that 93 percent of consumers read online reviews before making a purchase and 91 percent trust reviews as much as personal recommendations.
Types of Social Proof That Convert
Customer testimonials, star ratings, user counts, media mentions, influencer endorsements, case studies, and user-generated content all serve as social proof. The most effective strategy combines multiple types throughout the customer journey to build overwhelming confidence in your offer.
Strategic Placement
Place social proof at every decision point. Testimonials near pricing pages, review counts on product pages, client logos on your homepage, and case study links in email sequences. Each placement addresses a specific objection or moment of doubt in the buyer journey.
Collecting Authentic Reviews
Automate review requests at peak satisfaction moments — right after a successful delivery, a positive support interaction, or achievement of a milestone. Make it easy with one-click review links. Offer incentives for honest reviews, not just positive ones, to maintain authenticity and trust.
Video Testimonials
Video testimonials are 3x more effective than written ones because viewers can see real emotion and sincerity. Provide customers with simple prompts and make recording easy. Even smartphone-quality video testimonials outperform polished written reviews in conversion tests.
Social proof removes the risk from purchasing decisions. The more evidence you provide that others have made the same choice successfully, the easier it becomes for new customers to say yes.