Social proof

Social proof is evidence that other people use and trust a product: customer logos, testimonials, reviews, case studies, user counts and ratings.

Why it matters

Buyers are uncertain, and seeing that people like them have made the same choice reduces the risk. Skeptical buyers, in particular, treat claims as marketing until they see proof they can check.

How to get it right

• Use named quotes with a role and a company, not anonymous praise.
• Put proof next to the claim it supports.
• Match the proof to the audience: logos the buyer recognises, quotes from their role.
• Make numbers checkable: a review count, a source, a date.

Common mistakes

• "Trusted by thousands" with nothing to back it up.
• Logos so faint or small no one can read them.
• Numbers that contradict each other in different sections of the page.