Social proof is an essential part of fostering the trust of consumers; allowing people to see how your products and services are being used by happy, satisfied people, to solve the same types of problems they have.

However, the efficacy of social proof lies in its use. Instead of creating a dedicated ‘testimonials’ page, it’s a much better idea to incorporate social proof into your sales funnel. By including testimonials, reviews and quotes on your landing pages, product and pricing pages, you encourage potential customers to trust your brand at the one point it really matters – just before a sales decision.