Social proof

People trust what other people did. Social proof is credibility by association.

Types

• Testimonials (named, with photo/title)
• Case studies
• Logos of recognized customers
• Usage stats ('40,000+ users')
• Reviews / ratings
• Media mentions

Placement

• Near CTA for final push
• At objection points
• On pricing page for confidence

Avoid

• Fake-looking testimonials
• Generic quotes
• Cherry-picked stats without context
• Too many (clutters)

What to do with this

• Replace generic testimonials with specific-outcome ones, "cut our CAC 40% in Q3" beats "loved the product"
• Show real names + titles + photos, anonymous testimonials read as fabricated and lose trust
• Include customer logo strip for B2B, recognizable brands near the hero lift conversion 10-25%
• Use specific measured claims (4,200 teams, not "thousands"), round numbers feel made up
• Place social proof near CTAs, not buried at bottom, trust signals at decision moments move the needle most