A complete guide to social proof in marketing. See what Slack, Stripe, Notion, and other top companies do to convert visitors into customers—and steal their tactics.
Social proof is one of the most powerful conversion tools in your marketing arsenal. When potential customers see that others trust your product, they're far more likely to trust you too.
But not all social proof is created equal. A generic "Great product!" testimonial won't move the needle. The examples in this guide show what actually works—and why.
We've analyzed 31 social proof examples across 8 categories, from customer testimonials to real-time activity notifications. For each example, you'll learn:
Let's dive in.
Example: Slack
What they do:
Slack features short video testimonials from real customers like Shopify and IBM directly on their homepage. Each video is under 60 seconds and focuses on a specific pain point solved.
Why it works:
Video creates emotional connection and authenticity that text can't match. Seeing real people from recognizable companies builds immediate trust and credibility.
Steal This:
Record 30-60 second video testimonials from your best customers. Focus on ONE specific problem you solved. Place them above the fold on your landing page.
Example: Basecamp
What they do:
Basecamp displays testimonial cards featuring customer photos, names, job titles, and specific results achieved. Each quote includes concrete metrics like "saved 10 hours per week."
Why it works:
Real photos and specific details make testimonials believable. Metrics provide tangible proof of value that prospects can relate to their own situation.
Steal This:
Always include a photo, full name, and company. Ask customers for ONE specific metric or outcome when collecting testimonials.
Example: HubSpot
What they do:
HubSpot organizes testimonials by industry (SaaS, Healthcare, Finance, etc.) so visitors can find stories from companies similar to theirs.
Why it works:
Prospects trust testimonials more when they come from their own industry. It shows you understand their specific challenges.
Steal This:
Tag your testimonials by industry and create filtered views. Let visitors self-select to see relevant social proof.
Example: Notion
What they do:
Notion features customer stories that clearly show the "before" state (chaos, scattered tools) and "after" state (organized, efficient) with specific examples.
Why it works:
The transformation narrative is compelling because prospects can see themselves in the "before" and aspire to the "after."
Steal This:
Structure testimonials around: "Before [product], we struggled with X. Now, we Y." This format is more memorable than generic praise.
Example: Dropbox
What they do:
Dropbox includes a rotating testimonial carousel in their onboarding emails, showing different customer segments and use cases.
Why it works:
Email testimonials catch users during decision-making moments. Multiple testimonials in a carousel show broad appeal.
Steal This:
Add 3-5 testimonials to your email sequences. Match testimonials to the email's topic or the subscriber's industry.
Example: Linear
What they do:
Linear has a dedicated "Wall of Love" page showcasing tweets, reviews, and testimonials from their community in a masonry grid layout.
Why it works:
The sheer volume of positive feedback creates overwhelming social proof. It also shows an active, engaged community.
Steal This:
Create a dedicated page for all your testimonials. Use Shoutjar to automatically collect and display them in a beautiful wall format.
Example: Amazon
What they do:
Amazon displays aggregate star ratings and review counts directly in product listings, making ratings visible before users even click.
Why it works:
Ratings in search results increase click-through rates by up to 35%. Users pre-filter based on social proof before engaging.
Steal This:
Implement aggregate rating schema markup on your site. This can display stars in Google search results for your pages.
Example: G2
What they do:
G2 breaks down reviews by specific features (Ease of Use, Support, Value for Money) with individual ratings for each category.
Why it works:
Feature-specific ratings let buyers evaluate what matters most to them. It provides nuanced proof beyond a single number.
Steal This:
When collecting reviews, ask customers to rate specific aspects. Display these breakdowns on your comparison pages.
Example: Yelp
What they do:
Yelp shows AI-generated review highlights summarizing common themes across hundreds of reviews in 2-3 bullet points.
Why it works:
Most users don't read all reviews. Summaries extract the key insights and save time while building trust.
Steal This:
Manually create review highlights showing your top 3 most-mentioned benefits. Update quarterly as you get new reviews.
Example: Trustpilot
What they do:
Trustpilot marks reviews with "Verified" badges when the reviewer can prove they actually purchased the product.
Why it works:
Verification eliminates skepticism about fake reviews. Users trust verified reviews 12x more than unverified ones.
Steal This:
Only showcase reviews from actual customers. If you use review platforms, highlight the verification status prominently.
Example: Zendesk
What they do:
Zendesk publicly responds to both positive and negative reviews on G2, thanking customers and addressing concerns.
Why it works:
Response to reviews shows you care and are actively engaged. It can even turn negative reviews into positive impressions.
Steal This:
Respond to every review within 48 hours. Thank positive reviewers personally. Address negative reviews with solutions.
Example: Stripe
What they do:
Stripe displays logos of major customers (Amazon, Google, Shopify) in a clean grid on their homepage, showing who trusts their platform.
Why it works:
Recognizable logos create instant credibility through association. If Google trusts Stripe, smaller companies feel safe too.
Steal This:
Feature 6-12 of your most recognizable customer logos. Ask permission first. Prioritize logos your target audience will recognize.
Example: DocuSign
What they do:
DocuSign prominently displays SOC 2, ISO 27001, and other security certification badges on their security page and checkout flow.
Why it works:
Security badges reduce anxiety at critical decision points. They signal that third parties have verified your practices.
Steal This:
Display relevant certifications near CTAs and checkout. Include brief explanations of what each certification means.
Example: Calendly
What they do:
Calendly shows "As Featured In" logos from Forbes, TechCrunch, and The New York Times, with links to actual articles.
Why it works:
Media mentions borrow credibility from trusted publications. It suggests third-party validation of your product.
Steal This:
Collect any media mention, even small blogs. Display them in an "As Seen In" section. Link to the original article.
Example: Zapier
What they do:
Zapier displays partner badges and "Works with" logos from thousands of apps they integrate with, organized by category.
Why it works:
Integration logos show ecosystem fit and reduce switching concerns. Users see their existing tools are compatible.
Steal This:
List all your integrations with logos. Group them by category. Highlight the most popular ones your audience uses.
Example: Figma
What they do:
Figma displays a live counter showing millions of designers using their platform, updated in real-time.
Why it works:
Large numbers create bandwagon effect. If millions use it, it must be good. Real-time updates add authenticity.
Steal This:
Display your user count prominently. Update it regularly. Use specific numbers ("4,847 users") rather than rounded ones.
Example: Loom
What they do:
Loom shows how many videos have been recorded and watched on their platform (billions), demonstrating massive adoption.
Why it works:
Usage stats prove the product works and people actively use it, not just sign up and abandon it.
Steal This:
Track and display meaningful usage metrics. "10,000 testimonials collected" is more compelling than "500 users."
Example: Discord
What they do:
Discord announces milestone achievements (100M users, 150M users) through social media and press releases.
Why it works:
Growth milestones generate PR and demonstrate momentum. Users want to join growing, thriving communities.
Steal This:
Celebrate milestones publicly on social media. Create simple graphics announcing "We just hit 1,000 customers!"
Example: Airtable
What they do:
Airtable shows "Trusted by 300,000+ organizations from teams of 5 to 5,000" to show range of use cases.
Why it works:
Showing range addresses objections from different segments. Small teams see it works for them, so do enterprises.
Steal This:
Segment your stats by company size or use case. Show that diverse customers succeed with your product.
Example: Salesforce
What they do:
Salesforce has detailed case study pages showing the challenge, solution, and specific ROI metrics like "300% increase in sales productivity."
Why it works:
Detailed case studies provide proof for complex purchases. ROI metrics help buyers justify the investment internally.
Steal This:
Create at least 3 case studies with hard metrics. Structure: Challenge > Solution > Results. Include customer quotes throughout.
Example: Mailchimp
What they do:
Mailchimp produces professional mini-documentary style videos featuring customer success stories, available on YouTube and their site.
Why it works:
Video case studies are shareable and memorable. They humanize your customers and make the story emotionally compelling.
Steal This:
Start simple: record a 5-minute Zoom call with a happy customer sharing their story. Edit it down to 2-3 minutes.
Example: Monday.com
What they do:
Monday.com creates dedicated landing pages for each industry with relevant case studies, testimonials, and use cases.
Why it works:
Industry-specific pages rank for targeted keywords and convert better because all proof is directly relevant.
Steal This:
Identify your top 3 industries. Create a landing page for each with relevant case studies, testimonials, and examples.
Example: Notion
What they do:
Notion embeds actual tweets from users praising the product, showing organic, unsolicited social proof.
Why it works:
Real social media posts feel more authentic than curated testimonials. Users can verify them independently.
Steal This:
Set up monitoring for brand mentions on Twitter. Embed the best ones on your site (with permission). Use Shoutjar to automate this.
Example: Canva
What they do:
Canva showcases designs created by users, demonstrating what's possible with the tool through real examples.
Why it works:
User creations prove the product's capabilities better than marketing can. It inspires prospects with possibilities.
Steal This:
Create a gallery or showcase of what customers have built with your product. Feature it prominently with creator credits.
Example: Webflow
What they do:
Webflow highlights popular forum discussions and showcases where users share tips, templates, and success stories.
Why it works:
Active communities prove long-term value and support. Users trust peer recommendations over company marketing.
Steal This:
If you have a community, curate the best discussions. Feature "Community Picks" on your marketing site.
Example: Grammarly
What they do:
Grammarly features endorsements from writing experts, professors, and published authors who recommend the tool.
Why it works:
Expert endorsements carry weight in specialized fields. They signal that professionals approve of your approach.
Steal This:
Identify 3-5 respected voices in your industry. Offer them free access in exchange for an honest review or quote.
Example: Athletic Greens
What they do:
Athletic Greens partners with health and fitness influencers who genuinely use and recommend the product.
Why it works:
Influencer audiences trust their recommendations. Authentic partnerships feel like peer recommendations at scale.
Steal This:
Find micro-influencers (10K-100K followers) in your niche. Prioritize authentic users over paid sponsorships.
Example: Asana
What they do:
Asana displays industry awards like "Best Project Management Software" from recognized publications and organizations.
Why it works:
Awards provide third-party validation from credible sources. They differentiate you from competitors.
Steal This:
Apply for relevant industry awards. Display any recognition prominently. Even "finalist" badges have value.
Example: Booking.com
What they do:
Booking.com shows real-time notifications like "5 people are looking at this hotel" and "Booked 3 times in the last hour."
Why it works:
Real-time activity creates urgency through FOMO (fear of missing out). It shows the product is actively used.
Steal This:
Show recent activity relevant to the user: recent signups, recent purchases, or recent usage. Keep it genuine.
Example: Shopify stores
What they do:
Many Shopify stores display small popups showing recent purchases: "Sarah from New York just bought this item."
Why it works:
Recent activity proves current demand. Seeing others buy reduces perceived risk and validates the decision.
Steal This:
If appropriate for your product, show recent conversions. Include location and recency ("2 minutes ago").
Example: Intercom
What they do:
Intercom shows a live counter of conversations happening right now on their platform, demonstrating active usage.
Why it works:
Live metrics prove the product is working right now, not just in the past. It suggests reliability and scale.
Steal This:
If you have real-time data, surface it. Show active users, messages sent today, or tasks completed this hour.
"Increased revenue by 47%" beats "Great product" every time. Always push for concrete metrics and specific outcomes.
Enterprise buyers want case studies with ROI. Consumers want star ratings and volume. Know your audience.
A genuine tweet screenshot often converts better than a professionally designed testimonial card. Authenticity matters.
Put social proof where decisions happen: pricing pages, checkout flows, signup forms. Not just the homepage.
You need both. 3 amazing testimonials on a homepage, plus hundreds more on a Wall of Love page.
Testimonials from 2020 feel stale. Rotate in fresh proof regularly. Show that people are choosing you now.
Shoutjar helps you collect, manage, and display testimonials across your marketing. Turn your happy customers into your best salespeople.
Social proof is the psychological phenomenon where people look to others' actions and opinions to determine their own. In marketing, it includes testimonials, reviews, user numbers, case studies, and any evidence that others trust and use your product.
It depends on your audience and product. For B2B SaaS, case studies with ROI metrics tend to be most convincing. For consumer products, star ratings and review volume matter most. Video testimonials work well across both because they feel most authentic.
Quality beats quantity, but you need enough to be credible. Aim for at least 3-5 testimonials on key pages, with more available on a dedicated page. For reviews, the more the better—research shows 50+ reviews significantly increase conversion.
Yes! Displaying only 5-star reviews looks suspicious. Studies show products with 4.2-4.5 star averages often convert better than perfect 5.0 ratings because they seem more authentic.
Ask at moments of success (after positive support interactions, milestone achievements, or NPS scores of 9-10). Make it easy with tools like Shoutjar that automate collection and let customers submit in their preferred format.