Did you know that landing pages and a skilled salesperson have one crucial thing in common? Both tirelessly work for you 24/7, 365 days a year.

While a salesperson might need a break, your landing page is always on duty, ready to showcase your offerings, make a compelling pitch, and convert curious visitors into satisfied customers, around the clock.

As consumers ourselves, we’re well aware that a customer’s decision to stay on a page or click away is made in just a few fleeting seconds.

In this brief moment, landing pages must seize attention and swiftly convert visitors into customers. Not only is it the first impression you’ll make, but it’s also pivotal for generating leads.

A well-executed landing page not only showcases the value you provide but also directs visitors on their next steps with clarity.

One effective way to achieve this is by using social proof.

What Is Social Proof?

Social proof is a powerful tool that influences customers, helping to boost conversion rates on your landing page.

In simpler terms, social proof on a landing page is like saying, “Look, others have tried this and liked it – maybe you will too!”

It’s all about showing that customers have had a positive experience with a product or service that your brand provides, kind of like when your friends recommend a good movie.

This helps build trust and makes visitors more likely to take action, such as making a purchase or signing up.

Why is social proof important?

Social proof is really important because it builds trust and credibility with your visitors. When people see that others have had positive experiences or liked your product or service, it reassures them. Furthermore:

✅Builds Trust: Potential customers may be skeptical when they first land on your page. Social proof, in the form of testimonials, reviews, or user endorsements, helps establish trust. It’s like saying, “Hey, others have tried this and found it good, so you can trust it too.”

✅Provides Validation: Social proof validates your claims. Instead of just hearing from the company about how great their product is, visitors see real people confirming its value. It’s like having your friends say, “Yeah, this is legit.”

✅Gives Confidence to Decide: People often look for cues from others when making decisions. Social proof provides those cues. When visitors see that others have already taken the desired action – whether it’s making a purchase, signing up, or something else – it boosts their confidence to do the same.

✅Reduces Uncertainty: Landing on a new website can be a bit uncertain for users. Social proof reduces that uncertainty by showing that others have had positive outcomes. It’s akin to joining a line at a food truck with a long queue; the assumption is that the food must be good if so many people are waiting.

✅Provides an Emotional Connection: Social proof adds a human touch to your landing page. Real stories and experiences create an emotional connection, making your brand more relatable and approachable.

Now on the other hand, if you do not use social proof, this is what potentially might happen:

❌Missed Trust-Building Opportunity: Without social proof, your landing page lacks a crucial element for building trust. Visitors may question the credibility of your claims and the reliability of your offerings, hindering the establishment of trust with your audience.

❌Absence of Validation: Skipping social proof means missing out on the chance to validate your product or service. Real testimonials and positive reviews act as proof points, showing potential customers that others have benefited from what you offer. The absence of such validation can leave your claims unverified.

❌Untapped Conversion Potential: Social proof is a proven catalyst for increasing conversion rates. When you neglect to showcase positive experiences, you lose the opportunity to influence visitors to take the desired action. This results in untapped potential for converting interested visitors into active customers.

❌Unaddressed Skepticism: Internet users are often cautious when exploring new websites. Social proof serves as a countermeasure to skepticism. If you skip this crucial element, potential customers may be left unconvinced and hesitant, potentially leading to increased bounce rates and lost opportunities.

❌Diminished User Experience: Social proof contributes significantly to a positive user experience. Its absence could result in a less compelling and engaging landing page. Visitors may miss the human touch and real-life experiences that social proof provides, leading to a diminished overall user experience on your site.

Over time, social proof on a landing page has become more and more important. It’s like a trust-building tool that has grown in significance.

In today’s digital age, where marketing is so focused online, people want to hear from others before deciding to buy or sign up for something.

I mean, come on, think about it; you would research reviews for a restaurant before visiting too, right?

Social proof, like reviews and testimonials, helps people feel more confident in their choices.

Which now brings us to out next important piece of information:

What are The 7 Proven Social Proof Types?

Before we jump in, just take a quick moment to remember some social proof you’ve seen lately – like written reviews or video testimonials.

All set? Awesome, let’s begin!

1. Customer Reviews:

I bet the first thing that crossed your mind when thinking about social proof was probably customer reviews in text form.

How do I know? Well, they’re incredibly common and easy to showcase on your page.

Textual customer reviews have been the top choice for testimonials on landing pages. But why are they so popular?

They’re super popular because, they are like the OG of testimonials. They’re easy to use, everyone’s used to seeing them, and they give real people’s thoughts in a straightforward way.

It’s like getting a thumbs-up from someone who tried it first, and that just makes things feel more trustworthy and familiar. That’s why they’re the go-to choice for most landing pages!

For example:

Over time, these basic reviews have evolved. Brands began including the reviewer’s job title alongside their photos, adding an extra layer of authenticity. Just like this one:

Why do these work?

These work because they have a clear picture and a great story.

Seeing the face behind the review makes it feel real, like you know who’s talking. And when someone says a tool, a service or an app helped them, that’s powerful.

It’s like getting a recommendation from a friend, and that’s why this kind of review is so effective.

What’s can be better? Another evolution! and this time one that comes with real numbers showing how much the business improved!

Plus, there’s a fantastic review from the right person.

In a world that moves super fast, where both businesses and people like to see the stats before deciding, this is like the cherry on top of the cake.

Now, you have two options to display the review – either with the measurable details like the one above or in this alternative way:

Here’s the scoop on this alternative: Instead of a regular headline like “See what your customers say,” they get creative and make the headline itself look like a review.

They make sure to highlight the main perks, like how easy and time-saving it is, in every review.

Plus, they use profile pictures that look like they’re from social media, which adds a real vibe.

But, be careful – just mentioning the person’s role without saying the company name might make people trust it a bit less.

And with that, we’ve covered all the different review styles you can pick from. Now, let’s jump into the next type.

2. Customer Testimonials:

Now, I know you might think reviews and testimonials are the same thing, but you’re mistaken; they’re totally different.

While some may view testimonials as carefully selected or edited for promotional reasons, they still remain a valuable addition to your page.

Testimonials represent genuine endorsements of your brand by your customers.

Showcasing these endorsements adds a relatable touch to your brand, allowing audiences to see real people who use your products or services and understand why they love them.

Typically, testimonials come in the form of a short quote or statement from a customer.

However, they can also be more detailed, including short videos or customer profiles.

For example:

Presenting testimonials through videos is a powerful method. It goes beyond just showing customers – it lets you hear their thoughts in their own words, adding an extra layer of authenticity and relatability.

Video reviews are a strong tool for conversions on a landing page, but there’s a challenge – grabbing people’s attention.

In today’s world, attention spans are short, making it tough to get potential visitors to click and watch an entire video.

Vaibhav Sisinty’s LinkedIn workshop landing page tackles this by using poster images effectively, complete with captions.

These captions create curiosity, making you want to click on the video. Even if you don’t, you still get the gist.

They highlight the workshop’s value proposition from other customers’ perspectives, quantifying the benefits – like 2 lakhs earned or 2 job offers.

Which is pretty smart, don’t you think?

3. Ratings:

Now, if you took a close look at the examples I just shared, I’m sure you noticed those tiny stars above or below the reviews.

Did you know they play a significant role as a type of social proof too?

I mean, it’s pretty clear. Imagine you’re about to buy something based on reviews.

Would you go for a product with a 1-star rating or the one with 4 or 5 stars? Most likely the 4 or 5-star one, right?

That’s because a high rating signals that it’s really good.

Check these out:

The star ratings you see are like the golden stamp of trust and credibility.

They make you feel confident about hitting that “buy,” “sign up,” or “try the demo” button.

In fact, a whopping 82% of shoppers say star ratings are a big deal when deciding what to buy.

The higher the stars, the more trust and credibility a product or service gets.

When you sprinkle those star ratings on your landing page, it’s like giving potential customers a solid reason to believe in your product or service.

Whether it’s an overall score or detailed ratings, those stars have a real impact on what or why people choose to purchase.

By proudly displaying positive star ratings and handling not-so-great reviews in a positive way, businesses can build credibility and trust with their audience over time.

4. Case Studies:

Case studies have been and will continue to be a reliable way to attract new customers.

When it comes to building trust, case studies bring a massive dose of credibility and validation.

In fact, 56% of enterprise-level purchasers and 23% of small business owners have mentioned that case studies played a role in influencing a purchase in the past six months.

Unlike quick testimonials, case studies unfold the entire journey, from the problem faced to the solution found.

This detailed storytelling paints a vivid picture for potential customers, letting them see the real benefits and outcomes.

It’s not just saying, “Hey, we’re great!” but proving it with a compelling narrative. Case studies add an extra layer of authenticity and credibility, acting as a powerful persuasion tool for those on the fence.

They provide a concrete demonstration of your value proposition, making it easier for visitors to connect the dots and feel confident in taking the desired action on your landing page.

For example:

This example highlights a case study featuring a transformative journey.

By displaying images that capture the transformation over a specific time period, it adds an extra layer of trust in the product or service.

These visual representations not only tell a story but also show the tangible changes that occurred.

It’s like saying, “Look, here’s where they started, and here’s where they ended up.”

This visual evidence reinforces the reliability of the product or service, making it more convincing and trustworthy for potential customers.

5. Trust Badges:

Have you ever taken a close look at your checkout page while making an online purchase?

I bet you’ve spotted those little symbols down in the corner – small but important.

They’re there on purpose, like a friendly nod during that important moment when you’re making a purchase.

We call those symbols trust badges, and they’re key to making you feel secure and confident while shopping online.

There are various types of trust badges, each serving a specific purpose to instill confidence and security among website visitors. Here are some common types:

1. Security Badges: Indicate that the website uses secure protocols to protect user data. Examples include SSL certificates and security seals.

2. Payment Badges: Assure users that the payment methods accepted on the website are secure and reliable. Examples include logos of major credit card companies.

3. Privacy Badges: Signify that the website follows privacy regulations and protects users’ personal information.

4. Business Authenticity Badges: Display logos from reputable third-party organizations, industry associations, or certification providers to validate the authenticity and reliability of the business.

5. Review Badges: Showcase ratings, reviews, or testimonials from reputable review platforms or previous customers to build trust through social proof.

6. Money-Back Guarantee Badges: Ensure customers that they can get a refund if they are not satisfied with the product or service.

7. Free Shipping Badges: Highlight the offer of free shipping, promoting transparency about additional costs.

8. Secure Checkout Badges: Reinforce the security of the checkout process, assuring users that their payment information is handled securely.

Here’s an example to understand trust badges better:

In this example the trust badges have been set up in the form of a grid. It’s like a small collection of symbols, but each one tells you something important about the product.

There’s a badge that says you get a full 100 nights to try the product, and if it doesn’t work for you, no worries, you can get your money back.

Another badge talks about how the product gives you unmatched value, which means you’re getting a great deal.

And then there’s a badge about easy delivery, making the whole buying process super simple. Overall, it’s like a set of promises right there, just in these little badges.

6. Brand Stats:

Your customer data is like a goldmine of proof that shows how awesome your product or service is and how much it helps people.

It’s basically like saying, “Hey, look at all these folks who tried our thing and loved it!” It’s a way to shout about your success and show others that your stuff really works.

So, when you have happy customers, it’s not just good for them, but it’s like a big thumbs-up for your product or service too!

For example:

Imagine you invested some money in something cool, and in three years, you got back way more than you put in – like 286% more! That’s a big win.

This example shows exactly that – a Success Story!

It’s saying, “Hey, whoever jumped in on this idea made a ton of extra money, and it happened pretty fast.”

It’s like proof that this product/service works and can be a smart move for others too!

This type of social proof also proves that in a world where people really trust numbers and facts, this is a fantastic way to earn their trust.

It’s like saying, “Hey, if you like seeing real results and proof, check this out!”

It’s a smart move because it’s showing concrete evidence – real numbers and stats – to convince people that what you’re offering is the real deal.

Some other ways to showcase your brand stats would be:

• Number of Customers (i.e. Helping over 1 Million People)
• Years in business (i.e. with 10+ year of experience)
• Social Shares (i.e. Favorited by 100,000 people)
• Range in Geography (i.e.in 100+ countries)

This also presents itself as an opportunity to create FOMO.

When customers see what others are up to, they’ll be eager to join in and not miss out on any cool opportunities.

7. Endorsements:

Endorsements can be big or small, like when famous people (celebrities) say something is good, or when experts who really know their stuff give it a thumbs up.

Even people who are popular online (influencers) can also say, “Hey, this thing is cool!” It’s like having different trust worthy people telling you, “Yep, this is worth checking out!”

For example:

In this example, this skincare brand played smart by showcasing a celebrity on it’s landing page.

You know, when a famous person gives a nod to a product, it’s a big deal.

People tend to trust celebrities they love, so if the celebrity is into it, her fans might think, “Hey, if it works for her, it might work for me too!”

It’s like having a friendly nod from someone you look up to, making you feel more confident about giving the skincare products a shot.

So, this celebrity endorsement is not just cool; it’s a smart move to win the trust of a lot of potential customers.

This expert social proof is super handy, especially when customers can’t physically see the products beforehand.

But, hey, they can always trust the experts, and that makes all the difference.

8. Social Proof Notifications:

Another great way to show off your brand’s popularity is to use social proof notifications.

These little pop-ups tell visitors in real-time what others are up to on your site, making your brand look super credible.

They let people know about recent purchases, sign-ups, downloads, or reviews left by other users.

It’s a neat way to prove that your site is buzzing with activity and others are really into it!

For example:

This example proves that showing notifications for recent sign-ups builds trust and makes visitors more likely to sign up too.

Highlighting recent purchases creates a FOMO vibe, pushing people to buy when they see others doing it.

Real-time reviews give social proof, making visitors trust your brand and decide to buy.

Displaying the number of current visitors adds popularity and credibility, making your site look trustworthy.

Notifications for recent activity show how useful your website is, reinforcing why people should stick around.

Overall, showing how this social proof can significantly influence potential customers’ decision-making process and drive conversions.

Bonus Tip:
In a world where social proof is increasingly powerful, it’s a strategy that shouldn’t be ignored.

Take the examples we’ve discussed, and start weaving social proof into your landing page content. Utilize A/B tests to figure out what really boosts your conversions.

Don’t forget to strategically scatter social proof throughout your landing page, experimenting with different formats and placements.

By adding social proof notifications and other elements at crucial touchpoints, you can establish trust, evoke urgency, and ultimately drive more conversions.