Pages and conversion
What is social proof?
Social proof is evidence that other people buy and like a product, such as reviews, ratings, customer counts and press mentions.
A real store example
Generac install scheduling page: over 70 Meta ads linked here.
The page leans on one line of proof: Generac calls itself the #1 selling brand of home backup generators. A big purchase needs reasons to trust the seller, and popularity is the fastest one to read.
Getting social proof right
Put proof next to the doubt
A review about fit belongs beside the size picker; a review about shipping belongs near the buy button.
Use specific numbers and names
"4.8 stars from 2,300 reviews" persuades more than "customers love it", and a named reviewer more than an anonymous one.
Show the product in real hands
Customer photos and videos prove the product looks like the ad.
Ask Replo: "add my best reviews under the hero of my product page".
Social proof questions
- What are the types of social proof?
- Customer reviews and ratings, customer photos and videos, counts of buyers, expert or press mentions, creator endorsements and trust badges. Reviews from real buyers usually carry the most weight.
- Where should social proof go on a page?
- Near the top for a headline number such as a star rating, and close to the buy button for the reviews that answer the last objections. Spread it through the page rather than in one block at the bottom.
- Can fake reviews hurt a store?
- Yes. In the US the FTC bans fake and paid-for reviews and can fine businesses that use them. Shoppers also spot them, and one exposed fake can undo trust in every real review.
Related terms
Browse the glossaryPDP
A PDP (product detail page) is the page for one product, with its photos, price, variants, details and add-to-cart button.
Hero section
The hero section is the first full-width block a visitor sees on a page, usually a headline, an image and the main call to action.
NPS
NPS (net promoter score) measures loyalty by asking how likely customers are to recommend you, from 0 to 10: the share of promoters minus the share of detractors.
Landing page
A landing page is a page built for one campaign or audience, with one goal, usually where ad or email traffic lands.