Back to Authority & Trust
Section 7 · Social Proof
Show The Receipts
People buy what other people are buying. Make the proof visible.
Trust
Credibility
Why it works
Social proof is the fastest way to short-circuit doubt. Buyers want to know it worked for someone like them.
Connects to
Trust
Credibility
When to use it
Every landing page, sales page, pricing page, checkout.
When NOT to use it
Don't use fake testimonials, stock-photo headshots, or vague 'increased revenue 10x' claims.
How to use it
- Collect testimonials at the moment of success (win, milestone, completion).
- Use video testimonials when possible — they crush text on conversion.
- Show specific numbers and named outcomes.
- Display ratings, review counts, customer logos prominently.
- Build a wall of love (a single page of testimonials) and link to it.
- Earn certifications and awards that your audience actually recognizes.
Examples
Wall of love
Cron App's testimonial wall had hundreds of real X/Twitter quotes pre-acquisition.
Outcome-led
Codecademy uses 'I got a job in 6 months' student stories on the home page.