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Social Proof Strategies: How to Use Social Proof in Your Ecommerce Marketing
When you buy something online, you probably check what other people think first. A few reviews, star ratings, maybe a customer photo or two. It’s a simple step that can help you feel more confident about what you’re buying.
That’s social proof. It gives you that extra reassurance that you’re making the right choice.
People like to follow what others are already doing. That’s why things like customer reviews, expert quotes and even simple badges like “bestseller” work so well.
In this guide, we’ll look at what social proof really means, why it’s powerful and how you can use it to boost sales.
Table of Contents
- What is Social Proof?
- Why Social Proof Works
- Different Types of Social Proof
- How to Use Social Proof Across Your Marketing
- Tips for Using Social Proof Effectively
- Final Thoughts
What is Social Proof?
Social proof is the idea that people are more likely to take action when they see others doing it first. It's human nature. If other people have rated something positively, we tend to trust the opinions of those around us. In fact, recent studies suggest that 91% of consumers typically read at least one review before making a purchase.
You see social proof in action all the time. When you read product reviews before buying, choose the busy restaurant over the empty one or notice a product labelled as a "bestseller," you're following subtle signals from others to guide your decision.
In ecommerce and marketing, social proof is a way to build credibility without needing a hard sell. If potential customers see that others are already supplying positive feedback on your products, it makes it easier for them to feel confident doing the same.
Why Social Proof Works
Social proof works because we take cues from the people around us, especially when we’re unsure. We naturally look for signs that we’re making a good choice, especially when the stakes feel high.
As Dr. Robert Cialdini, author of Influence: The Psychology of Persuasion, explains:
"We view a behavior as more correct in a given situation to the degree that we see others performing it."
In ecommerce, even small signals — like a five-star rating or a bestseller badge — act as shortcuts that help customers feel confident, faster. Including these signals on your website at key parts of the customer journey will help reassure customers that buying from you is the right thing to do.
Different Types of Social Proof
Before you can start using social proof effectively, it helps to understand the different forms it can take.
Here are some of the most common types you'll see in ecommerce:
1. Customer Reviews and Ratings
Customer reviews are one of the strongest forms of social proof.
Star ratings, written reviews and even user-submitted photos all make your brand feel more trustworthy and real. When potential buyers see positive feedback from real people, it lowers their uncertainty and builds confidence. Even a handful of honest reviews — good and bad — can be more persuasive than a perfect product description.
You can display your own product reviews directly on your product pages through your ecommerce platform to help build trust at the point of purchase. Beyond your website, building reviews on external platforms like Trustpilot, Reviews.io, Feefo and Google Reviews can strengthen your reputation even further and create additional trust signals across the web.
2. Testimonials and Case Studies
Testimonials give you a chance to highlight real success stories from your customers.
They work because they feel personal — like someone’s genuine recommendation rather than a sales pitch.
Whether it's a series of short quotes on your homepage or a dedicated page of success stories, testimonials can go a long way in building trust. And research suggests that adding testimonials directly to product pages increase sales by 34%!
Case studies take it a step further, showing how your product or service fits into real-life situations and solves real problems, with details to back it up. If you choose to publish case studies, make sure to collect lots of details from your customers in order to build something that's valuable and worth reading.
The key with testimonials and case studies is to keep them authentic. Use real names, photos if possible and specific results to make them feel relatable and credible.
3. Expert Endorsements
An endorsement from a trusted expert or authority can instantly boost your credibility.
When someone with recognised knowledge or status recommends your product, it sends a powerful signal that you’re worth paying attention to. This could be a quote from an industry professional, a certification badge or even a feature in a respected publication.
Even if the expert isn’t a household name, their approval carries weight if your audience recognises their expertise.
The important thing is to make it clear and visible — whether that’s showcasing it on your product pages, adding logos of publications you’ve been featured in or mentioning it in your marketing materials.
4. Influencer or Brand Partner Mentions
Influencers and brand partners can act as powerful forms of social proof — especially when their audience aligns with yours.
A simple post talking about your brand, product feature or story mention can go a long way in building trust and introducing your brand to new customers.
It doesn’t always have to be a big-time influencer, as these collaborations may prove difficult to obtain. Often, micro-influencers with smaller but highly engaged followings create a stronger sense of authenticity. What matters most is that the partnership feels genuine and the endorsement makes sense for both sides.
And it’s working. Over 84% of brands say influencer marketing is effective, with 36% reporting that influencer content actually outperforms branded content. For ecommerce brands, that kind of engagement makes influencer partnerships a valuable channel to explore.
If you’ve worked with influencers or brand partners, highlight these collaborations clearly on your website, in ads or on social media. You could create a small carousel showing real posts, tagged mentions or short quotes from the influencer to build trust at a glance.
5. Trust Badges and Awards
Trust badges and awards are small visual signals that can make a big difference when it comes to credibility. They quickly show new customers that your store is legitimate, safe and recognised by others.
Common examples include:
- Secure payment badges (like Visa, Mastercard, PayPal Verified)
- Industry awards or accreditations
- Endorsements from trusted organisations (like “Certified Organic” or “Fairtrade”)
- Money-back guarantee icons
- Returns and refunds information
- Delivery timeframes
These badges work best when placed near critical points of the customer journey — such as on product pages, at checkout or in the header and footer of your website.
They reassure shoppers without needing long explanations, making it easier for them to feel comfortable completing their purchase.
6. “Bestseller” and “Trending” Labels
Sometimes, a small label is all it takes to guide a customer’s decision. Marking certain products as “Bestseller,” “Popular Pick” or “Trending Now” signals that other people are already choosing them and can help encourage new customers to do the same.
These labels act as shortcuts for decision-making. Instead of comparing every product, shoppers naturally gravitate towards what’s already proven popular.
You can add these tags to your most popular products based on recent sales, or use them during seasonal spikes to highlight items with growing momentum. Just be honest — if everything is marked “bestseller,” it quickly loses its meaning.
How to Use Social Proof Across Your Marketing
Adding social proof to your website is a great start — but to get the most out of it, you want it woven throughout your whole customer journey.
It’s not just about showing reviews on product pages. You can build trust earlier, reinforce it later, and make sure that wherever a shopper interacts with you, they feel more confident.
Here are some of the best places to use social proof across your marketing:
Use it on your homepage
Your homepage is often the first impression a new visitor gets. It’s your chance to build trust quickly and make someone feel confident staying on your site.
Highlight key trust signals straight away. These might include recent customer reviews, star ratings, secure payment badges, delivery and returns information, or even trust badges from review platforms like Trustpilot or Reviews.io.
You can also feature a section like:
- “What Our Customers Are Saying” — a short carousel or feed with real-time reviews.
- “As Seen In” — a row of press logos or media features.
- “Our Most Popular Picks” — showcasing top-rated or bestselling products with visible ratings.
Even something as small as a line in the header saying “Trusted by over 5,000 happy customers” can provide that instant reassurance hesitant shoppers need.
Add it to product pages
When someone is considering a purchase, your product page is where they look for reassurance, so naturally, this is where social proof does some of its most important work.
Here’s what to include:
- Star ratings and written reviews — with filters so users can explore feedback that matches their needs.
- User-submitted photos or videos — which feel more honest and relatable than polished marketing shots.
- Badges or callouts like “Best Seller,” “Trending,” or “Staff Pick.”
- Any expert quotes, awards, or endorsements related to the product or brand.
- Accepted payment processor logos (Visa, Mastercard, PayPal, etc.) near the "Add to basket" button.
- Review ratings from external platforms like Trustpilot
- A well-positioned “5,000+ orders fulfilled” or “Trusted by thousands” to highlight customer demand and trust.
These small trust signals can make a big difference — especially when someone is close to buying. They reduce hesitation, add reassurance and make your product feel more tried, tested and reliable. The more confident a shopper feels, the more likely they are to complete their purchase.
Include it in abandoned cart emails
When someone leaves without checking out, abandoned cart emails give you a second chance — and social proof can make them much more persuasive.
You don’t need to include a full review section. Just a quick trust nudge can help:
- A one-line customer quote: “Absolutely loved this! So well made.”
- A visual: Star rating or Trustpilot badge.
- A social mention: “Over 500 customers have ordered this in the past month.”
These small signals add reassurance without feeling pushy. They remind the customer they’re not the only one considering the product and that others have already bought it, rated it and enjoyed it. And that can be all it takes to bring them back.
Work it into your ads and promotions
Social proof isn’t just for your website — it can make your ads and promotions far more effective too.
Whether you’re running Facebook campaigns, Instagram posts or Google Shopping ads, including quick trust signals can instantly make your brand feel more credible.
Here are a few ways to do it:
- Use short customer quotes to highlight positive experiences and reinforce your product’s quality.
- Include star ratings or trust badges directly on product visuals (as long as the ad platform allows it).
- Showcase user-generated content (UGC) like real customer photos or unboxing videos.
- Enable seller ratings extensions in Google Ads to automatically display your average review score from platforms like Trustpilot or Reviews.io.
Small tweaks like these add a layer of trust and familiarity before someone even reaches your website. These tactics aren’t limited to one platform — what matters most is matching the format to the placement.
Tips for Using Social Proof Effectively
Social proof is powerful — but only when it feels real and relevant. If it looks forced, outdated or fake, it can end up doing more harm than good.
Here are a few simple tips to make sure you’re using social proof in the best possible way:
Keep it real
Never fake reviews or testimonials. Customers can usually tell, and once trust is broken, it’s hard to win back.
Update it regularly
Fresh reviews, new testimonials and recent awards show that your brand is active and reliable today — not just last year.
Make it easy to spot
Don’t hide your best reviews deep on a separate page. Place them where they support key actions, like adding to basket or signing up to your list.
Tailor it to your audience
Match the type of social proof to the customer. A technical buyer might care more about awards and certifications, while a lifestyle shopper might be more swayed by customer photos and trending tags.
Final Thoughts
Social proof is one of the most effective ways to build trust and help customers feel confident about buying from you.
The right review, customer testimonial or trust signal displayed at the right moment can make all the difference between someone bouncing away and someone clicking “buy.”
By weaving social proof across your website, emails and ads, you make it easier for shoppers to say yes — without needing a hard sell.
If you’re looking to build trust and grow your online store, ShopWired gives you all the ecommerce features you need. From product review tools to fast, secure checkout options, it’s designed to help you create a shopping experience that customers feel good about. And with integrations with popular review platforms including Trustpilot, Feefo, Reviews.io, giving your customers social proof has never been easier.
Start your 14-day free trial today and try ShopWired for yourself!