Social proof
Conversion and UX
Conversion and UX
Social proof is the effect where people base choices partly on what others do: reviews, customer logos, user counts and cases.
It works better the closer the evidence sits to the visitor. A review from a similar company nearby convinces more than a high average score.
Place proof at the moment of doubt: near the price, the form, the checkout — not only on a separate references page.
In practice
Unverifiable quotes without a name or company backfire and can conflict with rules on misleading commercial practices.
Related terms
- Cialdini's principlesRobert Cialdini described seven principles that influence choices: reciprocity, commitment, social proof, liking, authority, scarcity and unity.
- Net Promoter ScoreNPS uses one question to measure how likely customers are to recommend you, on a 0–10 scale, subtracting the share of detractors from the share of promoters.
- Call to actionA call to action is the button or line that moves a visitor to the next step: request a quote, call, add to cart, book a call.
- Conversion rateConversion rate (CR) is the share of visitors who take the desired action: buy, request, call or subscribe.