A landing page can be a powerful conversion tool, but it doesn’t work by magic. First, you need to earn customers’ trust and position your product as the solution they seek. That’s where reviews, testimonials, and other forms of social proof can help.
In a Reputation survey of 2,000 U.S. consumers, 54% said online reviews play the biggest role in their purchase decisions, outweighing recommendations from family and friends. Overall, 72% of respondents found online reviews “mostly trustworthy,” and 5% admitted to trusting them completely.
Reviews and testimonials are even more impactful when they appear on well-designed landing pages. So, consider using free web templates like those from Wix to add that “wow” factor and boost conversions. You can tweak the layout, change colors and fonts, and create something unique without having to start from scratch.
Whether you’re building a landing page or refining an existing one, keep reading. In this guide, we’ll show you how to leverage social proof to build trust and increase sales. Let’s dive in.
TL;DR
- Testimonials Matter: 54% of consumers prioritize online reviews over recommendations from friends.
- Build Trust: Social proof, including reviews and testimonials, enhances credibility and reduces purchase uncertainty.
- Visual Impact: Using visual elements like video testimonials boosts engagement and effectiveness.
- Honesty Wins: Including a mix of positive and negative reviews demonstrates transparency and trustworthiness.
- Strategic Placement: Position social proof near calls-to-action on landing pages for maximum conversion impact.
What Is Social Proof?
Say you’re looking for a new printer. You compare several models and brands, then choose one with over 1,500 reviews averaging five stars.
That’s an example of social proof, a psychological phenomenon where people act or behave based on what others do. Simply put, it’s the power of “the many” that influences our actions.
In marketing, social proof consists of consumer reviews, influencer shoutouts, testimonials, product ratings, case studies, and more. Social metrics, such as the number of likes and shares on platforms like Facebook and Instagram, fall into this category, too.
Entrepreneurs can use social proof on landing pages to build trust and guide customer decisions. Reviews and success stories reassure shoppers, making them feel confident in their choices. Often, that reassurance is the final nudge they need to take action, whether booking a demo, making a purchase, or scheduling a call.
Why Is Social Proof Important?
Social proof has been used for centuries in one form or another. Josiah Wedgwood, founder of the Wedgwood brand, used royal endorsements to market his ceramics as early as 1760.
Today, companies big and small leverage social proof to drive conversions. This practice helps establish credibility, reduce uncertainty, and boost engagement.
For example, reviews and testimonials reassure customers that your products or services live up to the claims. They serve as evidence, provide third-party validation, and give a sense of security.
According to Reputation.com, most consumers trust online reviews to a greater extent than advertisements and other forms of content.
| Consumers’ Top Considerations When Shopping Online | |
| What online reviews indicate about a product or service | 54% |
| Recommendations from family and friends | 24% |
| Marketing claims | 18% |
| Influencer endorsements | 2% |
| Media mentions | 2% |
| Source: Reputation.com, The Definitive Report on Modern Online Consumer Behavior | |
92% of online shoppers reported leaving at least one review in the past 12 months. The trend is especially strong among Millennials, 45% of whom said they posted six or more reviews during that time.
But why does this matter?
One reason is that people are more likely to trust other consumers than brands, influencers, or media outlets. In fact, 99.9% of shoppers say they read reviews “at least sometimes.”
Second, customer reviews feel more authentic and relatable than other types of content, signaling transparency. They reassure buyers that your business is open, reliable, and confident in its offerings.
Social proof also strengthens your brand messaging. For example, a clothing brand showcasing video testimonials of customers wearing its products helps shoppers visualize the fit and style. An education platform sharing success stories reinforces its promise of career advancement.
Another advantage is that social proof encourages people to try new products or services. For instance, a landing page featuring in-house research, case studies, and testimonials from early adopters can inspire potential customers to book a demo or click “Buy.”
How to Use Social Proof on Landing Pages to Boost Conversions
At its core, a landing page is a sales pitch, but that doesn’t mean it should look like one. Customer reviews, testimonials, and other forms of social proof add authenticity and value, enticing visitors to take action.
To get started, showcase social proof not only on your landing page but also across external platforms that link to it, such as your Facebook business page. Next, follow these best practices for higher conversion rates:
Make It Visual
Use visual social proof to boost engagement and communicate more effectively. This may include client logos, customer selfies, awards, certifications, video testimonials, or product photos submitted by shoppers.
For instance, a 30‑second video testimonial can be more impactful and persuasive than a written review, conveying emotion and authenticity in ways text alone cannot. When viewers see someone speak on camera, they can easily pick up on authenticity and get the point faster.
If video isn’t an option, ask customers to submit testimonials with photos. According to a CLX study, this form of social proof is more effective at generating recall than text-only testimonials.
Include Less Than Perfect Reviews
No matter how great your product is, you can’t please everyone. A feature that feels brilliant to one customer might be a deal‑breaker for another.
To demonstrate transparency, include a mix of positive and negative reviews on your landing page. According to Reputation.com, 51% of consumers actively seek out negative reviews when shopping online. Without them, your business risks losing credibility.
Be sure to address any negative reviews. Suppose a customer complains that a down jacket isn’t waterproof, yet the product page never made that claim. In such cases, you should politely explain the misunderstanding to clear up confusion and show you’re listening.
Display Social Proof Strategically
Place testimonials and other forms of social proof above the fold and close to your calls‑to‑action for maximum visibility. Make sure the layout, colors, and fonts match the rest of your landing page for a consistent look and feel.
With Wix for example, you can easily add a testimonial strip or list anywhere on the page and customize its design with just a few clicks. You can also showcase customer reviews alongside a “Leave a Review” button and product ratings.
Depending on what you sell, you may also use case studies to build trust. For best results, place them mid-page rather than right at the top. Visitors will see them after reading your headline and value proposition—the moment when they’re engaged enough to wonder, “Okay, but does this actually work?”
Make Your Landing Page Stand Out
Any business can claim its products or services are the best, but at the end of the day, it’s the customer’s voice that matters. That’s why social proof is crucial. When used right, it can turn your landing page into a trusted resource that gives visitors the confidence to buy.
Customer reviews and testimonials are particularly effective, especially when they include real names, photos, or videos. However, if your business is new and lacks testimonials, you can build credibility by showcasing case studies, social media mentions, product ratings, or other forms of social proof.
Not sure where to start? Step into your customer’s shoes and ask yourself: what would convince you to buy a product or service like the one you offer?
From there, gather case studies, request feedback from shoppers, or highlight endorsements on your landing page. Then run A/B tests to see which type of social proof resonates most, and keep refining your approach.
FAQ
What is social proof and why is it important for landing pages?
Social proof is a psychological phenomenon where people look to the actions and opinions of others to guide their own behavior. On landing pages, social proof can include customer reviews, testimonials, endorsements, and other forms of validation that enhance credibility and reduce uncertainty. It’s important because it reassures potential customers that your products or services are trustworthy, and it has been shown that a significant percentage of consumers prioritize online reviews over recommendations from friends or advertising, making it a powerful tool for boosting conversions.
How can testimonials and reviews impact consumer trust?
Testimonials and reviews play a crucial role in building consumer trust. According to a survey, 54% of consumers consider online reviews the most significant factor in their purchasing decisions. By showcasing positive customer feedback, businesses can affirm that their offerings live up to expectations, thus providing third-party validation and enhancing a sense of security for potential buyers. Moreover, including a balanced mix of positive and negative reviews can demonstrate transparency, further improving trustworthiness.
What are some effective ways to showcase testimonials on landing pages?
To effectively showcase testimonials on landing pages, consider using visual content such as images, videos, and client logos. Video testimonials can be particularly persuasive as they convey emotion and authenticity. Additionally, position the testimonials strategically, placing them near calls-to-action to maximize visibility. Ensure the layout and design are consistent with the rest of the page for a seamless user experience. Using platforms like Wix can help simplify this process.
Why should businesses include less than perfect reviews on their landing pages?
Including less than perfect reviews is essential for demonstrating transparency and authenticity. Many consumers actively seek out negative reviews to get a balanced perspective on a product. By acknowledging both positive and negative feedback, businesses can build credibility and show that they are open to criticism and willing to engage with their customers. This transparency can ultimately enhance trust and encourage more informed purchasing decisions.
How can businesses leverage social proof to improve their sales performance?
Businesses can leverage social proof by prominently displaying customer reviews, testimonials, and case studies on their landing pages, as well as across social media platforms. By ensuring these forms of proof are easy to find and visually engaging, businesses can effectively communicate the value of their products or services. Running A/B tests to determine which types of social proof resonate best with their audience can also help refine their approach and ultimately improve their sales performance.
