Little Glossary · Web and conversion
Social proof
Social proof is the principle by which people look at what similar others do in order to decide. On a B2B website it takes the form of customer logos, testimonials, case studies, ratings and usage figures.
Origin
Psychologist Robert Cialdini described social proof as one of the principles of influence in his book Influence: The Psychology of Persuasion (1984). Its effect is stronger under uncertainty and when the people used as a reference resemble the person deciding.
Formats on B2B tech websites
- Customer logos: quick to read. They work best when they're from the same industry or size as the visitor.
- Testimonials with name, title, company and photo. Better when they describe a specific result rather than how nice the team is.
- Case studies: starting point, solution and measurable results.
- Ratings on review platforms, such as G2 or Capterra.
- Usage figures: customers, users or volume handled, as long as they're real and current.
- Mentions in the press or analyst reports.
Certifications such as ISO 27001 or SOC 2 aren't social proof in the strict sense, but they play a similar role: reducing perceived risk.
Where to place it
- Below the hero section, a strip of logos.
- Next to each important claim, the testimonial that backs it up.
- Near CTAs and on the pricing page, where doubts appear.
- On landing pages, proof from the same segment the ad targets.
Common mistakes
- Anonymous testimonials or ones without a job title, which breed distrust.
- Logos used without the customer's permission.
- Inflated or outdated figures.
- Generic praise ("A fantastic team") with no result.
- All the social proof on a customers page almost nobody visits.
Related terms
Sources
- Robert B. Cialdini, Influence: The Psychology of Persuasion (1984).
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