Social proof is the principle by which people, when uncertain, are guided by the behaviour and experience of others. On a website it takes several forms: ratings and reviews, testimonials with a name and photo, client logos, the number of customers or completed projects, case studies with figures, awards and certifications, and media mentions. Its effectiveness varies with specificity – anonymous praise with no detail convinces almost no one, while a testimonial from a company in the same industry stating a specific result is highly convincing. Conversely, evidence that is obviously fabricated is harmful: generated reviews, logos of companies that aren't actually your clients, and inflated numbers. Place proof where doubt arises, that is, near the price and near the form, not only on a separate references subpage.
See also: Trust signals, Case study, Product reviews.
