How To Add Social Proof On Website (22 Types Of Social Proof To Use)

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Oct 17, 2024

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Learn how to add social proof on website with 23 powerful examples. Build trust, increase engagement, and improve conversions.

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How To Add Social Proof On Website (22 Types Of Social Proof To Use)

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Your website is up and running, and you have a steady stream of visitors checking out your products or services. But after a few weeks, your sales are still disappointing. You've researched how to optimize your site for conversions, and you do everything the experts recommend. Yet still, no one is buying. Let's take a closer look at the social proof on your website. In this case, testimonials on website pages. This article will help you understand why testimonials matter, how they impact conversions, and how to add them to your site.

One of the easiest ways to start collecting testimonials for your website is with testimonial software. This helpful tool can help you automate the process of gathering, curating, and displaying testimonials on your website so you can reach your goal of boosting conversions with social proof.

Author Robert Cialdini coined the term social proof in 1984 in his book Influence. This phenomenon is also called informational social influence, and essentially, it’s the idea that people copy the actions of others in an attempt to emulate behavior in certain situations.

For example, if someone is unsure how to act in a social situation, they may have yet to encounter. They may take clues from the people around them. If someone is attending a gala for the first time, it’s natural for them to observe their surroundings to ensure they fit in and behave as everyone expects them to.

Social proof in marketing covers a similar idea. When people shop, they look for reviews, recommendations, and examples of how others have used a product before deciding. This is why online stores work so hard to get people to review their products—it’s a form of social proof that increases the number of people making purchases. Social proof in marketing includes:

Online reviews

Existing customers

Media coverage

Let’s learn more about why social proof is necessary and the various types your business should use to improve its brand reputation.

How to Ask for Reviews

Video Testimonials

Client Reviews

How to Ask for a Testimonial

Social proof is one of the most potent psychological triggers for decision-making online. In simple terms, it’s the concept that people tend to follow the actions, behaviors, and choices of others—especially in uncertain situations. In marketing and business, social proof is essential because it validates your brand’s credibility and influences potential customers to trust you.

One of the reasons social proof is so necessary is that consumers are more likely to trust the opinions and experiences of their peers over any direct marketing message a business might put out. Statistics show this in action: 66% of consumers trust online reviews, and 95% rely on other people’s opinions about products before making a purchase. Reviews act as word-of-mouth recommendations in a digital space, which can significantly sway purchasing decisions. This is why platforms that allow for consumer feedback are so impactful, like:

Google

Yelp

Social media

Negative reviews also carry a lot of weight. More than half of consumers, 53%, actively look for negative reviews before buying, and 37% pay close attention to how companies respond to them. A well-handled response to criticism can improve trust in your brand, but ignoring or mishandling it could damage your reputation.

Different social platforms have other measures of social proof, from followers and likes to retweets and story impressions. For example, a large follower base and high engagement on Instagram signal popularity and trustworthiness. A YouTube channel with thousands of subscribers and views is perceived as offering valuable content. Conversely, low engagement on these platforms might be a red flag, signaling that your brand needs more credibility or trustworthiness in the eyes of potential customers.

Social proof has also become a key driver in influencing offline behaviors. 54% of U.S. shoppers read online reviews when looking for offline stores, meaning that even brick-and-mortar businesses must consider their digital reputation.

Ultimately, social proof is a form of social validation. It reassures people that they are making the right decision by choosing a particular product or service because others have done the same. Brands that effectively leverage social proof can gain new customers, build loyalty, and foster stronger relationships with their audience, making it a critical tool in today’s digital age.

Streamlining Trust Building with Testimonial Software

Testimonial simplifies the process of building trust and credibility for businesses. Our testimonial software allows an accessible collection and display of authentic client testimonials featuring:

Video and text options

An embeddable wall of love widget

A clever Email Assistant

Third-party review imports

Testimonial helps boost your credibility and conversion rates by showcasing real customer experiences. This is ideal for:

Content creators

Agencies

eCommerce

SaaS companies

Build a wall of love for free today with Testimonial.

Social proof operates on a deep-rooted psychological principle—our need for social validation. Humans constantly look to others to guide their behavior, especially when faced with uncertainty or unfamiliar situations. This tendency to seek validation from the actions of others is a survival mechanism ingrained in us for centuries. In the digital age, it plays a pivotal role in purchasing decisions, choosing products, or even deciding which brands to trust.

At the heart of social proof is the idea that when we observe other people engaging in a behavior—buying a product, leaving a positive review, or following a particular trend—we interpret that behavior as the correct or desirable course of action. We naturally align our choices with what seems socially acceptable or popular to reduce uncertainty in our decisions.

Two cognitive biases amplify this drive for social validation:

The Bandwagon Effect

This bias pushes us to adopt behaviors simply because others are doing the same. When we see many people engaging with a product or service, it reinforces the idea that it must be good or valuable. Essentially, we "jump on the bandwagon" to align with what appears to be the winning side.

This happens when we rely on the actions of others as a source of information, especially when we don’t have all the knowledge. If we see someone else making a certain choice, we infer that they have information we lack, and we follow suit.

Another critical aspect of social proof is its ability to reduce uncertainty. When we’re unsure about a decision—whether it's which restaurant to visit, which phone to buy, or even which business to partner with—seeing others take action gives us a mental shortcut.

We assume that if others have made that choice, they must have already done the research or have an experience that validates it. This makes us feel more secure about making the same decision.

The fear of missing out (FOMO) amplifies the power of social proof. When we observe others benefiting from a limited-time offer, an exclusive event, or even a viral trend, we strongly desire to participate so we don’t get left behind. FOMO taps into our primal fear of exclusion, driving us to act quickly to avoid regret.

In essence, social proof and FOMO combine to create powerful psychological pressure. By observing the behavior of others, we’re driven to act in a way that helps us belong to a larger group, all while reducing uncertainty and avoiding the regret of missing out on something valuable.

Businesses that understand these psychological triggers can use social proof strategically to:

Drive customer engagement

Build trust

Increase conversions

Ultimately, by tapping into the psychology of social proof, businesses can strengthen their connection with their audience and inspire action. This could involve showcasing:

Positive customer reviews

Leveraging influencer endorsements

Highlighting the popularity of specific products

Promoting exclusive deals that create a sense of urgency

Testimonial Page Examples

How to Get Testimonials from Clients

Testimonial Questions

Client Testimonial Videos

1. Reviews and Customer Testimonials

Customer reviews and testimonials are among the most effective forms of social proof. When potential buyers see genuine feedback from existing customers, they’re more likely to trust your product or service.

Featuring reviews and testimonials on your website allows you to highlight positive experiences, showcase customer satisfaction, and address new visitors’ concerns. Testimonials can be text-based or video, adding credibility and relatability to your brand.

2. Case Studies

Case studies go deeper than simple reviews by providing detailed stories about how your product or service solved a specific problem for a customer or business. These real-world examples allow potential clients to envision how your offerings can be tailored to their needs, demonstrating your value in practical terms.

3. Affiliate Promotions

Affiliate promotions leverage partnerships with other companies or influencers who promote your product in exchange for a commission. Affiliates often create content providing indirect social proof through trusted third-party sources that vouch for your product’s quality, like:

Reviews

Tutorials

Unboxings

Celebrity endorsements can add significant weight to your brand's reputation. When a well-known figure uses, promotes, or speaks positively about your product, it adds a layer of aspirational appeal. This can be highly persuasive, as fans often trust the opinions of their favorite celebrities and influencers.

5. User-Generated Content (UGC)

UGC refers to any form of content, like photos, videos, or posts, created by your customers and shared on platforms such as social media. Displaying UGC on your website adds authenticity because it shows real people enjoying and benefiting from your products. UGC is mighty because it humanizes your brand and fosters community involvement.

6. Expert Recommendations

Having an industry expert endorse your product can elevate your credibility. Expert recommendations are efficient in technical or niche markets, where consumers rely on specialized knowledge to make informed decisions. This helps build trust and authority in your field by featuring:

Quotes

Reviews

Articles by recognized authorities

7. Certifications and Badges

Certifications and badges officially recognize your product’s quality, safety, or compliance with industry standards. Displaying these on your website reassures visitors that your product has met rigorous standards, giving them confidence in their purchase decisions. Whether an SSL certification for security or an eco-friendly certification, these symbols add an extra layer of trust.

8. Real-Time or Recent Activity

Showing real-time activity, like recent purchases or sign-ups, can create a sense of urgency and trust. This form of social proof taps into the fear of missing out (FOMO) by letting visitors see how others actively engage with your brand. It demonstrates that people are continually interested in your product or service.

9. Influencer Endorsements

Influencers are trusted voices in specific niches or communities. When influencers endorse your product on their platforms or your website, their followers view it as a personal recommendation. Influencer endorsements can give your product credibility while boosting your brand's reach.

10. Media Mentions

Sharing these mentions can significantly enhance your authority and social proof if your business has been featured in reputable media outlets. This is an endorsement from well-respected organizations, signaling that trusted sources have vetted your brand quotes from:

News articles

Interviews

Blog posts

11. Client Logos

Displaying the logos of well-known clients or partners on your website is social proof by association. It shows prospective customers that reputable companies trust and use your services, reinforcing your credibility. Even if the logos are from smaller, industry-specific brands, they help demonstrate your experience and reliability.

12. Number of Customers or Users

Highlighting how many people use or trust your product creates an immediate sense of legitimacy. Large numbers, like "Over 1 million satisfied customers," tap into the bandwagon effect, making visitors feel more confident about joining the growing community of users.

13. Before-and-After Demonstrations

Before-and-after visuals can be highly compelling, particularly for products or services that promise transformation or improvement. These visuals give prospective customers tangible proof of your product’s effectiveness, whether for:

Fitness

Home Improvement

Beauty products

14. Test Scores

If your product or service has been rated by an industry expert, publication, or testing agency, showcasing these test scores can act as powerful social proof. This form of validation is beneficial for technical products or services where objective performance metrics matter to potential buyers.

15. Customer Video Testimonials and References

Video testimonials from satisfied customers allow visitors to hear and see genuine feedback, adding a personal touch to your social proof. These videos provide an in-depth, relatable narrative that’s harder to convey through text alone. References, whether individual or professional, can further build trust.

16. Real-Time Stats

Displaying real-time stats creates social validation, such as:

Current users online

Transactions completed

Recent sign-ups

These metrics suggest that your business encourages visitors to engage while others do the same because you are:

Active

Successful

In demand

17. Community Engagement

Showing that your brand has an active, engaged community can encourage new visitors to join. This could be done through:

Social media interactions

Forums

Customer groups

It reinforces that your business has loyal followers and is building relationships with its audience.

18. Awards and Recognitions

Awards and recognitions from industry bodies or trusted organizations formally validate your excellence. Highlighting these accolades on your website adds credibility and prestige, showing that your brand has been recognized for its:

Quality

Innovation

Service

Demonstrating that your brand is making a positive social impact can resonate deeply with customers who value corporate responsibility, whether through:

Sustainability initiatives

Charitable contributions

Ethical practices

Highlighting your impact can differentiate your brand and build stronger emotional connections with your audience.

A large social media following or high levels of engagement act as social proof by demonstrating your popularity and influence, such as:

Likes

Comments

Including social media counters or embed feeds on your website shows that your brand is active and well-loved by the online community.

21. Product Integrations

Product integrations involve collaborating with other brands or products to create a seamless user experience. These partnerships show that other reputable companies trust and value your product or service enough to integrate it.

Examples of product integrations include:

Software integrations

Co-branded products

Joint promotions

22. Data / Numbers

Customers served, number of invites remaining, etc. A single number can be worth a thousand words. Combine this type of social proof with another. By doing so, you’re saying, “Not only have X people bought our product or service, but here’s how much they are loving it.”

Approaching people for testimonials or reviews might seem challenging, but they're often pleased to share their experiences. To collect testimonials and reviews, consider the following strategies:

Use a Tool like Testimonial

Gathering testimonials manually, such as through email requests, can be slow and labor-intensive. You must draft messages and follow up with customers; you often need more time to respond. This can lead to missed opportunities to showcase positive feedback that could help potential customers make informed decisions.

Tools like Testimonial streamline collecting and displaying customer feedback, making it faster and more efficient. With platforms like this, you can:

Send automated requests

Capture testimonials in various formats

Text
Video

Even import reviews from third-party sources

Testimonial also provides features like an embeddable “wall of love” widget, allowing you to showcase customer experiences directly on your site without hassle. This simplifies the collection and presentation, making building trust and credibility with new visitors easier. By using these tools, businesses can reduce the time spent manually tracking feedback and focus on gathering authentic, impactful testimonials that enhance customer trust and drive conversions.

Leveraging such technology helps to streamline the process and makes it easy to boost your credibility with minimal effort, whether you're a:

Content Creator

Agency

eCommerce business

Email

Email requests remain one of the most effective channels for collecting customer testimonials because it's a straightforward and scalable approach. Later in this post, you'll find testimonial email templates that simplify collecting testimonials via email. You can ask for positive feedback in bulk by emailing your email list, or you can send an individual testimonial request by sending a direct message to your customer's email address.

You can even set up an automation so happy clients receive an automatic email when they complete an action. For example:

Two days after buying my product, ask for a testimonial.

After a positive customer service interaction, ask for a testimonial.

That way, your customer success team will only need to remember to do this sometimes.

Text Messages (SMS)

Text messages (or SMS) offer an intriguingly direct and personal channel for requesting customer reviews. Customers receive dozens, and sometimes hundreds, of emails per day. In an age where inboxes are cluttered, a text message can gracefully cut through the noise. Because text messages are so direct, they carry a higher risk of intrusion or annoyance if not done thoughtfully. Make your request:

Respectful

Clear

To the point

You were ideally integrating it as a seamless part of an already positive customer experience. This way, you encourage valuable testimonials while maintaining the sanctity of personal space.

If you've already built a social media following, you're sitting on a gold mine for collecting testimonials. Your audience is engaged, they know your brand, and they're likely to have positive experiences they're willing to share.

A single well-crafted post asking for reviews can generate immediate and numerous client testimonials and, sometimes, even traffic via public social media posts.

Ask in Person

If you’re new to this and don’t have an established email list of customers, asking in person can also be effective. Whenever your customers come to your shop, you can ask them for a written or video testimonial. This method is convenient for business owners who nurture face-to-face relationships.

Offer Incentives

Sometimes, your customer might need some extra motivation. In exchange for a testimonial, offering some gratification could help you collect more testimonials quickly. You can provide a testimonial swap where we exchange positive customer testimonials. This only works if we use each other’s products or services.

Offer a gift card to each person who gives a testimonial, or if you have a tighter budget, organize a lottery in which one can win a gift card or some other compelling prize. If you go for a lottery, don’t forget to ask for each customer’s contact information so you can get back to them.

Ask Multiple Times

You might not get an answer when you ask for the first time. Maybe the situation is not ripe enough yet – ask later. For example, offering multiple chances to give testimonials during a single website visit is essential. It might go unnoticed if the only way to provide feedback is hidden in the navigation.

Provide Great Customer Support and Experience

Want a surefire way to ignite a chorus of positive reviews for your business? Prioritize stellar customer support! Happy customers don’t just return for more. They become your most persuasive marketing team, eager to share their positive experiences with the world. From anticipating needs to resolving issues promptly and professionally, exceptional support fosters trust and appreciation, paving the way for glowing testimonials.

Utilize Existing Review Platforms for Testimonial Collection

Utilizing third-party platforms can be your secret weapon for unlocking positive reviews and boosting your business’s credibility. Imagine this: a streamlined system where happy customers can quickly leave feedback on a neutral platform, complete with star ratings and detailed narratives. These platforms provide this trusted space, encouraging authenticity and making testimonials feel less like “a favor” and more like “celebrating a good experience” like:

Trustpilot

Google My Business

Capterra Plus

Their search engine optimization magic can land your business in front of even more potential customers seeking social proof.

No matter the kind of industry you belong to or the nature of your business, there are places on your website where testimonials need to be to produce the most desirable results. Here are just a few of those areas:

Key Landing Pages

Placing testimonials on your key landing pages will provide the best area for potential customers or buyers to see how great your brand or company is. Having testimonials on your products or services pages will also allow you to back up any claims you have.

Contact Pages and Checkout

Having a testimonial within your checkout or contact page can be the final touch of persuasion that you need. This could just be what you need to push someone to make the decision to buy your products or services. To make this as effective as possible, save your best testimonials for last.

The sidebar or footer of your website can house trust-building elements like certifications, badges, or client logos. These areas allow for a more persistent form of social proof, as visitors can see these elements anywhere they navigate on their site.

Pop-Ups and Exit-Intent Banners

Pop-ups or exit-intent banners can be used to highlight recent customer purchases, positive reviews, or customer testimonials as users are about to leave your site. These forms of social proof can give visitors a reason to reconsider their decision and remain engaged with your brand.

Product Pages

Social proof is particularly adequate on product pages because visitors are typically in the consideration stage of their buying journey. Near product descriptions include customer reviews, star ratings, and before-and-after photos. User-generated content, such as photos of real customers using the product, can also be featured to build trust and authenticity.

Testimonial Pages

While many companies include testimonials throughout their site, creating a dedicated testimonial page is also a good idea. For example, making a Wall of Love with testimonials ensures you get all your testimonials from various sources on a single page.

About Page

Your About page offers an excellent opportunity to include testimonials from happy customers, expert endorsements, or your company’s awards and recognitions. This is where visitors look to understand more about your brand's mission and values so that social proof can reinforce your authority and trustworthiness.

Pricing Page

The pricing page is a critical decision point for many customers. Including testimonials, customer success stories, or logos of well-known clients can help alleviate price objections. Showing the number of customers or users of your product can also encourage potential buyers to feel more confident about their investment.

Blog and Content Pages

Social proof can be subtly included on blog posts and other content pages to build credibility. For example, you might feature expert endorsements related to the topic or show engagement metrics like the number of shares or comments the post has received. This helps establish trust in your content and, by extension, your brand.

Homepage

The homepage is the prime real estate for displaying your most compelling social proof, as it’s often the first place visitors land. Placing testimonials, customer reviews, or trust badges above the fold helps make an immediate positive impression. Highlighting well-known client logos or showcasing media mentions here can also establish credibility right from the start.

Build Trust and Boost Conversions with Testimonial’s Powerful Features

Testimonial simplifies the process of building trust and credibility for businesses. Our testimonial software allows an accessible collection and display of authentic client testimonials featuring:

Video and text options

An embeddable wall of love widget

A clever Email Assistant

Third-party review imports

Testimonial helps boost your credibility and conversion rates by showcasing real customer experiences. This is ideal for:

Content creators

Agencies

eCommerce

SaaS companies

Build a wall of love for free today with Testimonial.

1. Testimonial's Wall of Love

Testimonial is a tool that streamlines collecting and displaying customer feedback, making it faster and more efficient. With Testimonial, you can send:

Automated requests

Capture testimonials in various formats:

Text
Video

Import reviews from third-party sources

Testimonial's own Wall of Love showcases glowing reviews from users, including video testimonials.

2. 99designs

99designs takes an unconventional approach to its testimonial page. Using a star-rating system not usually seen in the B2B sector, the page is headlined with an eye-catching video with customer reviews below it. The page allows users to sort through customer reviews by category so they can read the ones most relevant to them.

3. Slack

Slack‘s customer testimonials are under “Customer Stories,” highlighting an individual company per post. These testimonials highlight key product features and how the customer used them—a genius way to give a product tour while letting happy customers sing your praises.

Each review features a quote summarizing how Slack helped the customer’s business. Visitors can click on each blurb to learn more about the specifics of that customer case study and gain even more insights.

4. Dribbble

Dribbble's “wall of love” is clean and straightforward, with highlighted quotes, names, and photos. What we love about this page is how honest and straightforward the user reviews are. It‘s quickly clear to a reader that these testimonials haven’t been altered or edited, which lends the site a degree of authenticity and trustworthiness that might convince someone to start using the product.

Pro tip: Avoid over-editing your customer‘s testimonials. Otherwise, it’ll sound like you wrote them even though you didn't.

5. BioClarity

BioClarity's cruelty-free, plant-derived skincare line is about one thing: being green. Green is all over the website, and its Instagram is filled with images of people applying green serums to their faces. In this case, pictures are better testimonials than words, but BioClarity still uses both.

On its results page, visitors can see photo collages of customers before and after using the product, as well as enthusiastic videos and words of recommendation—all in a soothing green theme. Visitors can click on the reviews page to read in-depth product reviews from real customers from the results page.

6. Robyn Kurdas

Digital designer and marketer Robyn Kurdas also uses customer testimonials on her website as quotes. Rather than creating a testimonial page, she puts them at the bottom of her “About” section, just below her list of featured clients. This is a logical choice since it allows users seeking further details to hone in on the clients’ perspectives.

Robyn Kurdas’ site is one of the best website designs. We love the wacky, dynamic aesthetic of her ‘Testimonials’ section. A series of customer quotes, each with a different brightly colored background, reveal themselves in slideshow format. The whimsical images framing the quotes support precisely what is being said about Robyn Kurdas—namely, that she is:

Creative

Innovative

Full of fresh ideas

7. Be Love Farm

Website videos are highly effective in engaging users. This testimonial for Be Love Farm is a video interview. To persuade others to join their organization, the volunteer in the video discusses how much he enjoys working on the farm.

Be Love Farm doesn’t include a testimonial page on its website. Instead, it links to the video on its homepage as one of two call-to-action buttons (CTAs) under the “Apprentice” section. Rather than being prominently featured on its site for the general public to view, the video targets a specific group of people—those interested in becoming farm volunteers.

7. Hearts and Tears

Motorcycle tour agency Hearts and Tears uses a short customer quote to promote an upcoming tour. Paired with an extensive image from the trip, it helps give a sense of what the ride is about. The quote, “Adventure riding on steroids,” uses edgy, casual language to appeal directly to their motorcycle-riding audience. Rather than ask for customer reviews, the company lifted the quote directly from TripAdvisor.

Taking advantage of positive reviews on recommendation platforms and social media sites is an excellent strategy for finding customer testimonials. Give the appropriate credit by writing the site’s name in the testimonial. You can take reviews from:

Facebook

TripAdvisor

Yelp

Any other relevant platform

8. Autofleet

While some testimonials build trust by making themselves relatable, others build trust by appealing to authority. This instantly makes Autofleet appear as an industry leader with a competitive solution, even to those unfamiliar with the company. That’s precisely what Autofleet does by highlighting high-profile business partners in its testimonials like:

Zipcar

Suzuki

Avis

The testimonials are placed on the homepage, with a simple but clever design. Autofleet strategically accompanies each quote with a prominent company logo, emphasizing the partner company rather than the spokesperson. At the same time, each testimonial includes a photograph and the customer’s job title to humanize the review and make it more believable.

9. Ravin

AI startup Ravin includes testimonials on its website in the form of press reviews. Their testimonial page is titled “What people are saying,” implying that everyone is talking about their company. Rather than quoting customers, the page quotes the press, accompanying each quotation with the relevant publication’s logo and the link to the quoted article.

Highlighting positive media coverage is an excellent way for companies to generate buzz around their business while building their authority in the industry. This is particularly effective for upcoming companies with few clients but can establish their credibility with website press reviews.

10. Sage College Advice

Sage College Advice, a college admissions counseling business, strategically places its customer testimonials on a page titled “Acceptances.” The page lists nearly every four-year university in the US, revealing that Anne, the counselor, successfully gets her clients accepted to top schools. In this way, the testimonials page helps Anne build her brand.

The client testimonials also reinforce the list of acceptances, making the list more believable. The testimonials appear to be written by students and their parents, and they focus not only on the counselor’s expertise but also on the emotional benefits of working with her. The college application process is grueling for high school students, but Anne’s support has significantly reduced their stress. These details forge an emotional connection between the counselor and her audience, which, in turn, convinces people to use her service.

11. Shuttlerock

A testimonial often takes the form of a short quote, but it can also be a more extended, more involved case study. Mobile creative company Shuttlerock has a separate “Case Studies” page on the website menu that reveals nine different case studies when clicked. Each article highlights a client in a different industry, which reveals Shuttlerock’s versatility and wide range of expertise. The featured image in the posts depicts the company’s logo, giving the page a sense of:

Professionalism

Credibility

Authority

By delving deep into the customers’ success stories and backing them up with complex data, Shuttlerock creates a powerful, persuasive series of website testimonials. The case studies feature four parts:

A quote from a happy customer

A story about that customer’s challenge before working with Shuttlerock

A design portfolio of Shuttlerock’s work

Data showing the project’s success

12. The Highland Kitchen

The Highland Kitchen features customer quotes in a testimonial page titled Client Reviews. While the website design here is simple, it begins with a vast, beautiful photograph of the outdoors, instantly catching the reader’s eye. They also specifically highlight the challenges their situation presented and how the chef, Greig, overcame those challenges.

One review says that the clients were dining in a barn without water or electricity and that Greig could create outstanding food. Another explains that Greig provided food for the children in the group. Rather than directly describe Greig’s character, the testimonials use anecdotes to reveal his:

Creativity

Thoughtfulness

Attention to detail

13. Puffin Packaging

Sometimes, pictures speak louder than words. Rather than feature customer quotes, Puffin Packaging uses the Wix Pro Gallery to show adorable images of their customers’ pets enjoying their product. Dogs and cats love sitting in Puffin’s eco-friendly boxes, many of which are used to transport pet food.

The company demonstrates how humans enjoy the boxes, with photographs displaying the vast array of food freshly removed from the boxes and placed on the customers’ tables. Puffin doesn’t show the humans, but pictures of animals and food seem enough to win us over. After all, if pets love the product, their owners are, too.

14. Nutrime

Thanks to persuasive customer testimonials, nutrition and fitness websites can convince everyone to adopt healthier lifestyles. Nutritional medicine business NutriMe instantly appeals to site visitors thanks to the customer testimonials on its homepage. While the website explains the importance of nutritional medicine in objective, scientific terms, the testimonials make the service feel more personal and relatable.

The website doesn’t aggressively explain why we need nutritional medicine; instead, it uses more subtle written content highlighting the success stories of people like us. The testimonial box also grabs the user’s attention with its illustrated vector art. The images feel hand-drawn, making the brand feel wholesome and homemade. The beautiful illustrations are revealed using a parallax scrolling effect, which frames the text and draws more attention to it.

15. Mr. Holmes Bakehouse

Mr. Holmes Bakehouse uses a testimonial that is far from traditional. The testimonial highlights high-profile celebrities, but these celebrities have probably never been to the bakery. The testimonial is false, but the joke is worthwhile. We don’t necessarily recommend this bold choice, but the quirky bakery chain uses humor to pull it off.

So, how exactly do they do it? The fake testimonials are embedded in a hot pink, supposedly “classified” document with most of the words crossed out. They’re subtle but funny: “A lot has changed since that first call from Sir Sean Connery,” they begin, continuing with, “We’re here to make sure Princess Diana walks away going ‘Damn… I gotta tell my mom about this.’” Their bold claims to authority make us trust them, even though the claims are blatantly untrue. As readers, we’re drawn to the brand’s daring, irreverent voice.

16. Bluebeam

Many companies need help grabbing people’s attention using their testimonial pages, but Bluebeam does a great job catching your eye as soon as you arrive. While it's technically called a case studies page, you first see a set of project examples in large, bold images that rotate on a carousel. Scroll down, and you can also click on video case studies and view customer panels.

17. mHelpDesk

Visit mHelpDesk‘s testimonial page, and you’ll see videos and text testimonials equipped with pictures. Some of the testimonial videos don't have high production quality. However, they get the message across and cover useful and relevant information, showing you don’t need to invest thousands in production to get some testimonial videos. In line with the theme of earning trust, the testimonial page displays awards and badges of recognition.

18. ClearSlide

One of the first things we noticed about ClearSlide‘s testimonial page is how creatively it’s named What They’re Saying. It includes customer quotes and client logos from big names like The Economist and Starwood.

Pro tip: If you have celebrities or influencers within their community, include and even highlight their testimonials on your page.

19. FocusLab

FocusLab took a unique and very cool-looking design approach to its testimonial page — which is fitting, seeing as it‘s a design agency. Again, it’s technically a visual catalog of previous projects and works-in-progress. Instead of listing client quotes, the page opts for a card-like design with interactive, rectangular elements you can click on to see the complete case study — with quotes occasionally appearing in between.

What we love: FocusLab not only covers the challenges faced by clients and how FocusLab helped solve them, but the case studies also include some of the steps in the design process.

20. Seven Grams Caffe

We love restaurant websites that make our mouths water. Seven Grams Caffe in New York City puts quotes from satisfied customers directly on its homepage, maximizing the chances that site visitors will read them. It labels its testimonial section “The Buzz,” marketing itself as trendy. The accompanying images make the testimonial even more powerful. While many website testimonials depict photographs of customers, the cafe focuses exclusively on food photography, particularly coffee and pastries.

This is an excellent example of how customer testimonials on a website can bolster product images. It makes us want to hop on the next flight to New York when side-by-side customer reviews, the enticing pictures of:

Cappuccinos

Muffins

Banana bread

21. Les Maux Bleus

As we’ve seen, some website testimonials are images without words. Tattoo studio Les Maux Bleus lets its Instagram account do all the talking. Instead of written customer reviews, the studio shows pictures of its work. The photo library on their website is synced with the business’s Instagram page, making the photos dynamic and ever-changing. Most customer testimonials would benefit from the inclusion of quotes.

In the case of a tattoo studio, words don’t mean much without images to prove it. The featured customers appear happy with their new ink, and the number of likes each Instagram photo receives further communicates customers’ praise and approval.

22. Dara Caroline

Testimonials that feature customer quotes are essential for businesses that offer services rather than products. Someone can claim to provide a service, but only some people will know that the service is good, with customer reviews to back it up. In counselor Dara Caroline’s case, her featured testimonials directly support the stipulated mission on her homepage: her commitment to her patients’ self-love and empowerment.

The customer testimonials on a designated page move the reader with their emotional detail. Dara also specifies each reviewer’s country of origin, boosting her credibility as a successful counselor for people around the globe.

Testimonial simplifies the process of building trust and credibility for businesses. Our testimonial software allows an accessible collection and display of authentic client testimonials featuring:

Video and text options

Embeddable ‘wall of love’ widget,

A clever Email Assistant

Third-party review imports

Testimonials showcase real customer experiences and help boost credibility and conversion rates. They are ideal for:

Content creators

Agencies

eCommerce

SaaS companies

Build a wall of love for free today with Testimonials.

2. Google Analytics: Measure What Matters

Google Analytics tracks social proof metrics related to your site's performance. For example, it measures traffic for new vs. returning users, conversions like email sign-ups, and more. When leveraging social proof for marketing campaigns, note performance before and after the campaign to analyze its impact on target KPIs.

Google AdWords is an online advertising platform that allows marketers to display paid ads wherever consumers visit and track social proof metrics like clicks and impressions. With Google AdWords, you can even include social proof elements, such as review ratings and testimonials, in your ads to help build credibility before users reach your site.

Monitor social media accounts for likes, comments, shares, and followers to build social proof. Social networks feature built-in tools to their platforms, such as Facebook Insights, to track engagement metrics for individual posts. These metrics will help you analyze the impact of social proof on your business’s online reputation.

Beyond the built-in tools on social media networks, Sprout Social offers social listening features that help you connect with potential and current customers faster and more effectively to:

Analyze hashtag usage

Brand-specific keywords

Social conversions

Testimonial Collection Tool

Vouch Video

How to Display Testimonials on the Website

Best Video Testimonial Software

VideoAsk Alternatives

Build a Wall of Love for Free Today with Testimonial

Testimonials create social proof, which is defined as the psychological phenomenon where people mimic the actions of others in an attempt to undertake behavior in a given situation. When buyers are on the fence about a purchase, positive feedback from other customers helps them feel more at ease. By showcasing testimonials on your website, you’re helping potential customers feel more comfortable choosing your business and not a competitor.

Testimonials are a form of earned media. This means they’re not paid for or directly controlled by your company. Because of this, customers tend to trust testimonials more than they do your marketing copy. Research shows that 79% of people trust testimonials as much as personal recommendations.

How Do Testimonials Boost Sales?

Testimonials can boost sales by making your customers more comfortable purchasing. The more authentic and detailed a testimonial is, the better. This is because testimonials featuring specific information about the product or service being reviewed make it easier for prospective buyers to envision using the offering.

For example, a testimonial for a new camera that mentions the exact model and describes how it helped the customer take better photos of their kids’ soccer games will help a buyer looking for a camera to document their children’s activities feel more at ease with making a purchase. This process of easing buyers’ nerves with testimonials ultimately helps to increase conversion rates.

Types of Testimonials to Collect

Not all testimonials are created equal. Different types of testimonials serve various purposes.

Here are some examples:

Text testimonials are short customer quotes about their:

Experience with your business
Products
Services

Detailed testimonials: These longer testimonials allow customers to explain their experience with your business. They often feature specific information about products or services, making them more relatable to prospective buyers.

Video testimonials: These testimonials feature customers discussing their experience with your business on camera. They help humanize your brand and are particularly effective because they showcase real people (your customers) instead of stock images.

Case studies: These detailed testimonials describe how your business helped a particular customer or organization. They often include background information, the process of how you helped, and the results of your assistance.

Where to Display Testimonials on Your Website

Testimonials can ease customer uncertainties. Therefore, it is best to display them prominently on your website, particularly on product pages, so prospective buyers can easily find them. You can also use testimonials to enhance your marketing material and improve your business’s credibility.

How To Add Social Proof On Website (22 Types Of Social Proof To Use)

What Is Social Proof and Why Is It Essential?

The Importance of Social Proof in Marketing and How It Builds Trust

Related Reading

Why Is Social Proof Important For Marketers?

Managing Negative Reviews and Leveraging Social Proof Across Platforms

The Impact of Social Proof on Offline Behavior and Customer Loyalty

Streamlining Trust Building with Testimonial Software

How Does The Social Proof Psychology Work?

The Bandwagon Effect

Informational Social Influence

Social Proof Psychology Reduces Uncertainty

FOMO and Social Proof: What’s the Connection?

Practical Applications of Social Proof for Business

Related Reading

22 Types Of Social Proof For Marketing

1. Reviews and Customer Testimonials

2. Case Studies

3. Affiliate Promotions

4. Celebrity Social Proof

5. User-Generated Content (UGC)

6. Expert Recommendations

7. Certifications and Badges

8. Real-Time or Recent Activity

9. Influencer Endorsements

10. Media Mentions

11. Client Logos

12. Number of Customers or Users

13. Before-and-After Demonstrations

14. Test Scores

15. Customer Video Testimonials and References

16. Real-Time Stats

17. Community Engagement

18. Awards and Recognitions

19. Positive Social Impact

20. Social Media Followers and Shares

21. Product Integrations

22. Data / Numbers

How To Get More Social Proof On Website

Use a Tool like Testimonial

Boosting Credibility with Testimonial’s Easy-to-Use “Wall of Love” Widget

Email

Text Messages (SMS)

Social Media

Ask in Person

Offer Incentives

Ask Multiple Times

Provide Great Customer Support and Experience

Utilize Existing Review Platforms for Testimonial Collection

Where To Include Social Proof On the Website?

Key Landing Pages

Contact Pages and Checkout

Sidebar or Footer

Pop-Ups and Exit-Intent Banners

Product Pages

Testimonial Pages

About Page

Pricing Page

Blog and Content Pages

Homepage

Build Trust and Boost Conversions with Testimonial’s Powerful Features

22 Examples Of Social Proof On Website

1. Testimonial's Wall of Love

2. 99designs

3. Slack

4. Dribbble

5. BioClarity

6. Robyn Kurdas

7. Be Love Farm

7. Hearts and Tears

8. Autofleet

9. Ravin

10. Sage College Advice

11. Shuttlerock

12. The Highland Kitchen

13. Puffin Packaging

14. Nutrime

15. Mr. Holmes Bakehouse

16. Bluebeam

17. mHelpDesk