Social proof has been an effective marketing tactic for ages, with notable examples dating back to ancient civilizations.
- Ancient Egyptian Hieroglyphics (circa 3100 BC – 30 BC): Hieroglyphic inscriptions on ancient Egyptian monuments and tombs included statements of praise and endorsements from pharaohs and influential figures.
- Roman Gladiator Endorsements (circa 3rd century BC – 5th century AD): Gladiators in ancient Rome endorsed products, lending their credibility and social status to promote goods such as olive oil or wine.
- Royal Warrants in Europe (dating back to medieval times): Royal warrants were granted to businesses that received recognition and approval from monarchs. This practice has been in existence since medieval times and continues to this day in various European countries.
- Guild Marks in Medieval Europe (12th – 16th centuries): Guilds, associations of skilled craftsmen and merchants, established marks or symbols to indicate their membership and adherence to standards of quality and craftsmanship.
These examples highlight the long-standing history of social proof as a powerful marketing tactic used to build trust, credibility, and reputation throughout different eras and civilizations.
In the modern digital marketing landscape, conversion optimization experts have discovered an array of data-supported tactics to incorporate social proof and testimonials into their landing page designs, leading to unparalleled conversion rates.
In this article, we’re set to explore 18 pioneering methods that you can leverage to enhance your own landing pages.
What is landing page social proof?
Landing page social proof is a powerful marketing tactic that uses the principle of social proof, a psychological and social phenomenon where people rely on the actions and opinions of others to decide what is right and what is wrong.
As mentioned by Dr. Robert Cialdini, a psychologist and author of the book “Influence: The Psychology of Persuasion“,
“We view a behavior as more correct in a given situation to the degree that we see others performing it.” This encapsulates the essence of social proof.
On a landing page, social proof can be leveraged through elements such as customer testimonials, user-generated content, celebrity endorsements, and ‘wisdom of the crowd’ statistics. By showing prospective customers that others have benefited from a product or service, it enhances trust and influences their buying decisions.
In the words of Mark Schaefer, an acclaimed marketing consultant, “Social proof is the new marketing.” This highlights the importance and growing trend of incorporating social proof in digital marketing strategies, particularly on landing pages.
Examples of landing page social proof
On landing pages, social proof serves as tangible validation that people like you have bought or used a certain product or service and found it valuable. It adds credibility and can influence prospective customers’ decisions.
Common types of social proof you might encounter on a landing page include:
- Publicity: This includes media mentions, celebrity endorsements, and awards. Displaying them on your landing page provides potential customers with the reassurance that your product is both reputable and trustworthy.
- Customer Reviews: Similar to testimonials, these firsthand accounts from customers offer an honest appraisal of a product or service. A series of positive customer reviews can reassure potential customers that your product or service is worthwhile.
- Testimonials: These are positive statements made by past customers that are used to endorse a product or service. As a form of social proof, testimonials can significantly influence a potential customer’s decision to purchase.
- Star Ratings: These offer a quick visual representation of a product or service’s popularity. The higher the star rating, the more likely potential customers are to perceive the product as high quality.
- Product Reviews: Detailed evaluations of a product by customers or industry experts can provide potential buyers with the reassurance they need to make a purchase. They typically include a description of the product’s features, along with an assessment of its pros and cons.
- Case Studies: These in-depth reviews of your product or service show how it has helped other customers, further cementing its credibility and effectiveness.
But what does this look like in practice? Let’s take a look at an example. Our own website and landing pages use social proof through client testimonials, giving visitors firsthand accounts of the experiences others have had with our services.
This approach not only builds trust but can also tip the scales for those who are still contemplating whether or not to proceed.
Why is social proof important for landing pages?
Customers often decide within seconds whether to stay on your website or bounce. That’s why landing pages need to captivate users instantly, facilitate lead generation, and steer audiences towards specific actions.
Social proof is important for landing pages because it plays a crucial role in building trust, credibility, and persuading potential customers to take action. Here are a few reasons why social proof is essential:
- Builds Trust: Social proof enhances your brand’s credibility, helping to foster trust among potential customers. According to a survey by BrightLocal, 91% of 18-34 year old consumers trust online reviews as much as personal recommendations. This indicates that the majority of consumers place a great deal of trust in the opinions of others, even when they don’t personally know them.
- Reduces Uncertainty: Social proof helps to alleviate uncertainty and provides reassurance to potential customers. According to a study conducted by Trustpilot, 92% of consumers read online reviews when considering a purchase, with 72% stating that positive reviews increase their trust in a business. This indicates that social proof, in the form of customer reviews, plays a crucial role in reducing uncertainty and influencing purchase decisions.
- Influences Decisions: The principle of social proof indicates that people conform to popular actions, assuming it’s the correct behavior (Robert Cialdini, Influence: The Psychology of Persuasion). Displaying user testimonials or reviews on your landing page can guide visitors towards making a positive purchase decision.
- Showcases Your Product’s Value: Testimonials provide real-life narratives of your product’s effectiveness. According to a survey conducted by Qualtrics, 92% of consumers said they read testimonials when considering a purchase, and 88% of them trust these testimonials as much as personal recommendations. This indicates that showcasing positive testimonials can effectively demonstrate the value of your product or service to potential customers.
- Improves Conversion Rates: Evidence indicates that high-quality, positive reviews can increase conversion rates significantly. For instance, Spiegel Research Center found that displaying reviews can increase conversion rates by up to 270%.
By strategically integrating social proof into your landing pages, you can harness these benefits to improve your brand’s credibility, influence customer behaviour, and ultimately boost conversion rates.
12 social proof tactics for better landing pages in 2024
1. Customer testimonials
Customer testimonials are endorsements given by satisfied users. By featuring existing customers, your brand becomes more relatable, and audiences can see firsthand why your products or services are worth trying. These testimonials usually comprise a brief quote or statement, but they can also extend to more comprehensive materials, such as video testimonials or customer profiles.
Customer Reviews Customer reviews provide firsthand accounts of customer experiences. Reviews serve as a form of digital word-of-mouth marketing, with 97% of consumers saying online reviews impact their buying decisions.
Expert, Influencer, and Celebrity Endorsements Expert endorsements can lend significant weight to your products or services, especially if these endorsements come from respected industry figures or influencers with substantial followings. These endorsements can add a layer of trust, particularly useful for e-commerce businesses where customers can’t physically evaluate the product.
ConvertKit serves as a prime example of this approach. Their main page showcases numerous customer profiles accompanied by testimonials. Though these do not constitute detailed case studies, they efficiently spotlight actual users of ConvertKit and the success they’ve garnered using the platform.
2. Customer reviews
Reviews are a valuable form of social proof for your landing pages. Unlike testimonials, which are customer statements on your website, reviews are written on third-party platforms like Google, Capterra, or G2.
To maximize the impact of reviews, consider using third-party reviews generously. One quick and easy way to showcase them is through review notifications. These real-time notifications display positive reviews from reputable sources directly on your landing page.
Different review platforms may carry varying weight in the minds of your prospects. For example, a 5-star review from G2, a trusted software review aggregator, holds more relevance for a SaaS landing page than a review from Google.
Remember to include a mix of positive and negative reviews, as studies have shown that 68% of customers trust reviews more when there is a balanced representation. Interestingly, customers who actively seek out negative reviews have been found to convert 2% higher than others.
By leveraging the power of review notifications and embracing authentic customer feedback, you can effectively build trust, address concerns, and increase conversions on your landing pages.
3. Star ratings
Star ratings are a crucial form of social proof that significantly impact prospects’ decision-making on landing pages. Here are 2 examples and statistics related to star ratings:
- Aggregate Ratings:
- Airbnb, a popular vacation rental platform, prominently displays the average star rating for each property on its landing pages. This aggregate rating provides an overall assessment of the property’s quality and helps users make informed booking decisions.
- According to a study conducted by BrightLocal, 90% of consumers read online reviews before visiting a business, with the average consumer reading 10 reviews before feeling able to trust a business. This emphasizes the significance of aggregate star ratings as a quick reference for users.
- Individual Ratings:
- Amazon, the e-commerce giant, showcases individual star ratings and reviews from customers on their landing pages. These ratings offer specific insights into the quality and satisfaction of the product, influencing purchase decisions.
- According to a survey by Spiegel Research Center, products with higher ratings receive a higher likelihood of being purchased. For instance, a one-star increase in a product’s rating can lead to a 5-9% increase in sales.
An example of SaaS is Juro that displays a cumulative star rating from both Google and Capterra right on their homepage:
More statistics related to the importance of star ratings:
- 82% of consumers consider star ratings as a crucial factor in their purchase decisions. Higher star ratings signal higher trust and credibility in a product or service. [Source: BrightLocal Consumer Review Survey]
- According to a study by Harvard Business School, a one-star increase in a Yelp rating leads to a 5-9% increase in revenue for restaurants. This demonstrates the direct impact of star ratings on business success.
- Research by PowerReviews reveals that 95% of consumers suspect censorship or fake reviews when there are no negative reviews present. Including a mix of positive and negative star ratings builds trust and authenticity.
Incorporating star ratings on your landing pages provides valuable social proof to potential customers. Whether through aggregate ratings that showcase an overall score or individual ratings that offer specific feedback, star ratings have a significant influence on purchase decisions. By leveraging positive star ratings and addressing negative reviews constructively, businesses can establish credibility and foster trust among their target audience.
Star ratings notifications provide an impactful way to showcase star ratings on your landing pages. These notifications dynamically display recent star ratings, creating social proof and building trust. Here’s how star ratings notifications can enhance your landing page:
- Real-Time Updates: By featuring star ratings notifications, you can show visitors the latest ratings and reviews in real-time. This dynamic aspect adds credibility and demonstrates ongoing customer satisfaction.
- Visual Appeal: Star ratings notifications are visually engaging, instantly capturing visitors’ attention. The visual representation of stars reinforces the positive reputation and quality of your product or service.
- Social Proof: Displaying recent star ratings through notifications builds social proof. When visitors see that others have given positive ratings, it influences their perception and increases their trust in your business.
- Increased Conversion: Incorporating star ratings notifications has been proven to boost conversions. Positive ratings displayed in real-time encourage visitors to take action and become customers.
By leveraging star ratings notifications on your landing page, you can effectively highlight positive customer experiences, establish trust, and drive conversions.
4. Recent sales notifications (Sales Pop)
Recent sales notifications are website popups that provide real-time updates to visitors when someone else makes a purchase.
These notifications leverage the power of social proof and tap into the fear of missing out (FOMO) to create a sense of urgency and desire. Here’s how recent sales notifications can benefit your website:
- Building Urgency: By displaying notifications of recent sales, you create a sense of urgency among visitors. Seeing that others are making purchases while they’re on the website encourages them to take action, fearing they might miss out on a great opportunity.
- Social Proof: Recent sales notifications serve as social proof, demonstrating that your product or service is in demand and trusted by other customers. This can increase visitors’ confidence in your offerings and influence their purchasing decisions.
- Increasing Conversions: According to Nudgify, implementing recent sales notifications can lead to a significant boost in conversions, with potential increases of up to 15%. The psychological impact of seeing real-time sales activity can motivate visitors to follow suit and make a purchase.
It’s important to customize your sales notifications to match your website’s branding and design, ensuring they seamlessly integrate with the overall user experience. By strategically placing the notifications and using compelling and persuasive copy, you can maximize their effectiveness.
As an example, our sales notification popups appear on websites, showcasing real-time purchases made by other customers. This visual reminder of ongoing sales activity can create a strong sense of FOMO and drive conversions.
By utilizing recent sales notifications on your website, you can leverage the power of FOMO and social proof to increase urgency, boost trust, and ultimately improve conversion rates.
5. Client logos
Another popular example of using client logos as social proof on landing pages is demonstrated by Slack, a leading team communication platform:
Slack prominently displays client logos on their landing page, showcasing the wide range of companies that trust and use their product. These logos include well-known brands such as Airbnb, IBM, and Target.
According to a case study conducted by BrightLocal, including client logos on landing pages can boost conversions by up to 15%. This highlights the significant impact that client logos have on building trust and credibility among potential customers.
In an article by HubSpot, they emphasize that client logos are a powerful form of social proof because they provide visual validation of your product’s quality and reliability. When visitors see reputable brands associated with your offering, it increases their confidence and makes them more likely to engage with your business.
By incorporating client logos on your landing page, like Slack does, you can leverage the trust and credibility of well-known companies to enhance your brand reputation and drive conversions.
Salesforce, a leading customer relationship management (CRM) platform, prominently displays a collection of prestigious industry awards and accolades on their landing page. These awards serve as powerful social proof, showcasing Salesforce’s industry recognition and solidifying their position as a trusted and innovative provider of CRM solutions.
One notable award they feature is being named a Leader in Gartner’s Magic Quadrant for CRM Customer Engagement Center. This recognition from a reputable research and advisory firm like Gartner adds significant credibility to Salesforce’s capabilities and positions them as a top choice for businesses in need of customer engagement solutions.
Another SaaS example is InstaPage, which prominently displays numerous industry awards and badges on the landing page for their marketing automation service:
According to a study by Nielsen, 92% of consumers trust recommendations from peers and industry experts. By prominently showcasing their awards, Salesforce leverages the influence of these recognitions to build trust and confidence among potential customers, ultimately driving conversions.
Furthermore, awards not only demonstrate expertise and industry leadership but also act as a differentiator in a competitive market. They provide a visual representation of Salesforce’s commitment to excellence and serve as a compelling factor for businesses seeking a reliable CRM solution.
Research conducted by TrustRadius indicates that 75% of B2B buyers consider industry awards as a key factor in their decision-making process. By featuring their awards on the landing page, Salesforce taps into this buyer behavior and effectively communicates their proven track record and industry recognition.
By leveraging industry awards as social proof, InstaPage enhances their brand credibility, establishes trust with potential customers, and positions themselves as a market leader in the landing page space.
7. Number of users or customers
The number of users or customers is a form of social proof that showcases the size of your customer base. Instead of relying solely on the wisdom of the crowd, this form of social proof emphasizes the quantity of individuals who have chosen your product or service. It helps establish credibility and trust by demonstrating that a significant number of people have already made the decision to engage with your offering.
Shopify is a prime example of a SaaS company that effectively utilizes the number of users or customers as social proof on their landing pages. On their website, Shopify proudly showcases the impressive number of businesses using their e-commerce platform, currently exceeding millions. This highlights the widespread adoption and success of Shopify among entrepreneurs and businesses of various sizes and industries.
By prominently displaying the large number of users, Shopify leverages the social proof of a substantial customer base to demonstrate their credibility and position as a leading e-commerce solution. It conveys the message that many businesses have chosen Shopify as their trusted platform for building and managing their online stores.
Incorporating the number of users or customers as social proof on landing pages is an effective strategy for SaaS companies like Shopify to instill confidence, establish industry authority, and attract new customers seeking a reliable e-commerce solution.
8. Customer data
Customer data is a valuable form of social proof that demonstrates the success and impact of your product or service. Here are a couple of examples showcasing how businesses leverage customer data on their landing pages:
HubSpot features impressive customer data, including the number of businesses they’ve helped grow (over 100,000) and the total number of monthly website visits powered by their platform (over 15 billion). These statistics highlight the broad reach and effectiveness of HubSpot’s marketing tools.
Zendesk, a customer service and engagement platform, effectively utilizes the number of customers as social proof on their landing pages. On their website, Zendesk proudly highlights the impressive number of businesses that rely on their platform for customer support, currently exceeding thousands.
By presenting customer data such as user counts, course numbers, or other relevant metrics, businesses can provide evidence of their credibility, popularity, and the value they offer to customers. This social proof helps build trust and encourages potential customers to engage with their products or services.
9. User-generated content (UGC)
User-generated content (UGC) is a powerful form of social proof that showcases real customers using and endorsing your products or services. State of Digital found that 79% of consumers say user-generated content impacts their purchasing decisions.
For example, LiveControl, a live streaming software provider, effectively leverages user-generated content (UGC) on their landing page by featuring actual live streamed events from their customers. By showcasing these real-time live events, LiveControl demonstrates the capabilities and quality of their live streaming software in a tangible and engaging manner.
The inclusion of customer live streams on their landing page serves as compelling social proof, highlighting the successful use of LiveControl’s software by real users. This UGC not only showcases the platform’s features and functionalities but also provides potential customers with a glimpse of how they can utilize LiveControl to broadcast their own live events.
By incorporating UGC in the form of customer live streams directly on their landing page, LiveControl effectively captures the attention of visitors, inspires confidence in their software’s capabilities, and provides a real-world demonstration of the value their platform offers.
UGC delivers an unparalleled level of authenticity, as it comes directly from satisfied customers. Research shows that 79% of consumers consider UGC when making purchasing decisions, further emphasizing its impact on driving conversions.
You can find UGC across various platforms such as Instagram, Twitter, blogs, customer reviews, and online forums. By actively seeking and showcasing UGC that aligns with your brand, you can tap into the power of your customers’ experiences and strengthen the trust and confidence of potential buyers.
Display logos or mention partnerships with reputable companies or organizations. Google Partner, Shopify Partner, or other recognized partnerships add credibility.
For example, Asana prominently displays logos of well-known brands such as Dropbox, Slack, and Adobe on their website. These logos represent partnerships and integrations, showcasing Asana’s ability to seamlessly connect with established industry leaders.
By featuring logos of reputable companies on their landing page, Asana establishes credibility and demonstrates their association with trusted industry players. This social proof reassures potential customers that Asana is a reliable platform that can integrate smoothly with other widely used tools and platforms.
In addition to logos, Asana also highlights partnerships with recognized organizations such as Google and Microsoft. These partnerships demonstrate Asana’s commitment to collaborating with industry leaders and leveraging their technology and expertise to deliver value to customers.
By leveraging logos and partnerships with reputable companies and organizations, Asana effectively communicates their compatibility, reliability, and industry authority. This approach helps attract customers who value seamless integrations and trust in the partnerships established by Asana.
11. Trust badges
Trust badges are visual elements or symbols displayed on a website to instill trust and credibility in the minds of visitors. These badges indicate that the website is secure, trustworthy, and adheres to certain standards. Trust badges can vary depending on the industry and the specific trust factors being emphasized.
Some common examples of trust badges include:
- SSL Certificates: SSL (Secure Sockets Layer) certificates are cryptographic protocols that establish a secure connection between a web server and a browser. Displaying an SSL badge assures visitors that their data is transmitted securely.
- Trust Seals: Trust seals are badges provided by reputable third-party organizations that certify the website’s security, privacy practices, or adherence to specific industry standards. Examples include VeriSign, McAfee Secure, or TRUSTe.
- Payment Logos: Displaying well-known payment logos such as Visa, Mastercard, PayPal, or American Express reassures visitors that their payment transactions are secure and protected.
- Security Badges: Security badges indicate that the website has taken measures to protect user information and guard against cyber threats. These badges may include Norton Secured, McAfee Secure, or other security-related symbols.
- Industry Certifications: Certain industries have specific certifications or memberships that demonstrate credibility and expertise. These badges can include Google Partner, Microsoft Certified, BBB Accredited Business, or industry-specific certifications.
Remember, the effectiveness of trust badges can vary depending on the target audience and the industry. It is important to select trust badges that are relevant to your business and resonate with your customers to maximize their impact.
12. Social proof notifications
A highly effective form of social proof is the use of social proof notifications. This tool leverages real-time activity to increase your brand’s credibility and show visitors that others are actively engaging with your site. Social proof notifications are small pop-ups that appear on your landing page to showcase the actions of other customers. They may notify visitors about recent purchases, sign-ups, downloads, or reviews left by other users.
Social proof notifications are effective tools for showcasing recent activity on your website, such as sign-ups, purchases, reviews, and visitor counts. By incorporating these notifications, you can provide tangible evidence of user engagement and social proof.
Here’s how social proof notifications can benefit your website:
- Recent Sign-Ups: Displaying a notification that shows the number of recent sign-ups or registrations on your website demonstrates that other users are actively joining your community. This creates a sense of trust and encourages visitors to follow suit.
- Recent Purchases: Showcasing a notification that highlights recent purchases made by customers can create a sense of urgency and FOMO (fear of missing out). Seeing that others are buying your products or services can motivate potential customers to make a purchase as well.
- Real-Time Reviews: Incorporating a notification that displays real-time reviews from customers can provide social proof of the quality and satisfaction associated with your offerings. Positive reviews can influence visitors to trust your brand and make informed purchasing decisions.
- Visitor Count: Including a notification that shows the number of visitors or users currently on your website creates a sense of popularity and credibility. When visitors see that others are actively engaging with your site, they are more likely to view it as a trustworthy and valuable resource.
- Activity Notifications: Utilizing a notification that shows recent activity, such as user interactions or engagement with specific features on your website, can demonstrate the relevance and usefulness of your platform. This type of social proof reinforces the value proposition of your offerings.
To effectively leverage social proof notifications for recent activity, consider the following best practices:
Customize the notifications to match the design and branding of your website, ensuring a seamless integration. Update the notifications in real-time or at regular intervals to provide accurate and up-to-date information. Strategically place the notifications in visible areas of your website to maximize their impact and visibility. Highlight positive and relevant activity to reinforce the value and desirability of your products or services.
By incorporating social proof notifications that showcase recent activity on your website, you can instill trust, create a sense of urgency, and provide tangible evidence of user engagement. This can significantly influence potential customers’ decision-making process and drive conversions.
Where to use social proof on your landing pages
- Notifications: Incorporate social proof notifications, such as recent sign-ups, purchases, or user activity, as prominent elements above the fold on your landing page. These real-time notifications create a sense of urgency and demonstrate that others are actively engaging with your product or service.
- Benefits: Integrate social proof within the benefits section of your landing page. Highlight customer success stories or testimonials that showcase the positive impact your offering has had on previous customers.
- Form: Place social proof elements, such as customer testimonials or trust badges, near your lead capture form. This helps alleviate any concerns or doubts visitors may have and encourages them to submit their information.
- Click triggers: Utilize social proof as clickable triggers throughout your landing page. Incorporate clickable case study excerpts or reviews that lead visitors to more detailed social proof content.
- Social proof section: Dedicate a specific section on your landing page to showcase different types of social proof, including testimonials, ratings, and user-generated content. This section serves as a comprehensive validation of your product or service.
- Conversion page: Extend social proof onto your conversion page, where visitors complete a purchase or sign up. Display recent customer testimonials or real-time activity notifications to reinforce their decision to convert.
- Checkout: Feature social proof elements during the checkout process to enhance trust and credibility. Include security seals, customer reviews, or badges from trusted payment providers.
- Thank you page: Even after conversion, continue leveraging social proof on your thank you page. Display positive customer testimonials or provide links to review platforms where customers can leave feedback.
Remember to strategically sprinkle social proof throughout your landing page, using various formats and placements. By incorporating social proof notifications and other elements at key touchpoints, you can build trust, create urgency, and boost conversions.