What is Social Proof?
Social proof is the psychological principle whereby people see the behaviour of others as proof that a choice is right. In marketing, social proof increases trust and lowers the threshold to conversion, which makes it one of the most powerful tools in CRO.
Forms of social proof
Customer reviews and star ratings are the most powerful form for consumers. Customer testimonials, case studies and partner logos work well in B2B. UGC on social media, the number of customers or followers (“more than 500 satisfied customers”), and trust marks such as the Dutch Thuiswinkel Waarborg are other effective variants.
Social proof on the landing page
Place social proof above the fold on your landing page. A 4.8 star Google rating or a customer quote right next to the call to action demonstrably increases the conversion rate.
Social proof in ads
In Meta Ads, social proof works in the ad copy (quoting customer reviews) and through influencer content that acts as an endorsement.
Does social proof work if I do not have many customers yet?
Yes. Start with two or three in-depth testimonials from satisfied early customers: quality beats quantity.
How do I collect more reviews?
Ask actively after a purchase by email, preferably with an automated email 3 to 7 days after delivery. More at developers.google.com/search.