LP Section – Social proof #2
If needed, to put this back into context of the page, see the second "Social Proof" below.
As mentioned previously, these are the goals of a social proof section:
- Make it seem like everyone in the world already knows about you (increase desire)
- Increase the confidence they have that you can deliver the value (increase confidence)
- Highlight the transformative value others have received (increase desire + confidence)
- Make it clear who it’s for and what it does exactly (decrease confusion)
This section uses testimonials, reviews, and case studies/results to achieve all four of the goals. Here’s generally how it’s laid out:
The ideal reviews:
- Highlight the value they got
- Call out and handle common objections
- Are from trustworthy people or companies
- Include a photo of the reviewer or a logo of the company
Examples
Collage of reviews/testimonials
Here we use a collage of all the reviews we’ve had for our audience building cohort course, Unignorable:
This is a great tactic for something higher volume where you have a lot of customers where it’s easy to collect dozens of testimonials.
This same tactic can work with reviews for a consumer product.
Hand-picked customer results
For our ads agency, however, we don’t have dozens and dozens of reviews or results to share because the volume is lower and a lot of clients don’t want to give testimonials or for us to share results, so instead we go the more focused but highlighted route:
For 10 actionable, science-backed tips on displaying reviews/testimonials on your landing page, check out our article.
