What is social proof?
Social proof is evidence that other people use, trust or recommend a product.
Definition
Customer logos, reviews, testimonials, usage numbers, case studies and press mentions are all social proof. It works because people look to others when deciding.
Why it matters
It answers the visitor's quiet question, 'does this actually work for people like me?', in a way the company's own claims cannot.
How to get it right
- Use real names, photos and specifics.
- Place it near the first call to action.
- Match proof to the audience: similar customers persuade most.
- Use numbers where you have them.
Mistakes to avoid
- Invented testimonials
- Logos of companies that are not customers
- Vague praise with no details
Related terms
- Value propositionA value proposition is a clear statement of what a customer gets and why it is better than the alternatives.
- Landing pageA landing page is a single page built to turn a specific visitor into a specific action.
- Conversion rateConversion rate is the share of visitors who take the action a page is built for.
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More conversion terms
Questions, answered.
The things people ask before they start building.
What is social proof?
Social proof is evidence that other people use, trust or recommend a product. Customer logos, reviews, testimonials, usage numbers, case studies and press mentions are all social proof. It works because people look to others when deciding.
Why does Social proof matter?
It answers the visitor's quiet question, 'does this actually work for people like me?', in a way the company's own claims cannot.
How do you get social proof right?
Use real names, photos and specifics. Place it near the first call to action. Match proof to the audience: similar customers persuade most. Use numbers where you have them.
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