Building trust with potential customers is like hosting a dinner party – you need to show you’re a great host before they’ll stick around for dessert. One of the most effective ways to do this on your website is by showcasing social proof. This can be one of the key points to improving on-page conversions. Check out these simple yet powerful actions that can make a world of difference.
What is social proof and why is it important?
Social proof is the psychological phenomenon where people conform to the actions of others, assuming those actions reflect the correct behavior. Regardless of your industry, having your customers' trust is essential, just like a Michelin star on a restaurant's front door. For B2B, social proof comes in various forms – testimonials, case studies, trust badges, user-generated content, and expert endorsements.
Why is social proof important? Because it builds credibility and trust. When potential customers see that others have used and benefited from your product, they’re more likely to believe in its value. It’s the difference between a website filled with unsupported marketing claims and one backed by solid evidence. Social proof can turn a skeptical visitor into a loyal customer.
See our blog: The importance of customer interviews in B2B SaaS marketing.
Now, let’s explore five ways to sprinkle that social proof magic on your website:
1. Showcase customer testimonials
My hot take, customer testimonials should be on almost every page of your website. Place them prominently on your homepage, product pages, and dedicated testimonial sections. To make them shine:
- Be specific: Highlight concrete results and benefits customers have experienced.
- Use real names and photos: Adding a face and a name makes it personal and trustworthy.
- Incorporate video testimonials: Videos add a personal touch and are more engaging than text alone.
Imagine a potential customer reading a testimonial and thinking, "If they can achieve those results, so can I!" It's the ultimate nudge toward trust. Intercom does a great job of showcasing their customer logos and testimonials, effectively killing two birds with one testimonial stone.
Learn more in our blog: 7 ways to distribute your B2B SaaS customer testimonials.
2. Highlight case studies
Case studies are the deep dive into how your product saved the day for a client. They're like the hero stories of your brand. To craft compelling case studies:
- Detail the challenge, solution and results: Provide a clear narrative that potential customers can relate to. Explain the problem your client faced, how your product solved it, and the results achieved.
- Include data and metrics: Numbers don’t lie, and they add credibility. Show the tangible impact your product has had on your client’s business.
- Use quotes from clients: Personal endorsements within the case study strengthen its impact. Let your clients’ words speak for the success they’ve experienced.
Case studies are powerful tools in your marketing arsenal. They provide detailed customer reviews that you can control, offering concrete proof of your product’s positive impact. Reach out to your best customers and ask if they’d be willing to participate in a case study. Chances are, they’ll be delighted to help and appreciate the extra exposure.
Take a look at Slack’s case studies page. They feature notable logos and numerous detailed case studies on a dedicated page. This approach satisfies those individuals who seek specific social evidence.
But don’t limit the impact of case studies to one page – use them throughout your website to reinforce your product’s credibility and effectiveness.
3. Display trust badges and certifications
Trust badges and certifications are like the Michelin stars of your website. They show that you’re a verified expert. Display them proudly:
- Security certifications: Show that your website and product are secure.
- Industry certifications: Highlight any relevant industry-specific certifications or awards.
- Partnership logos: Display logos of well-known partners to build trust by association.
These badges tell visitors, "We've been vetted and approved by the best in the business," giving them peace of mind. For example, many SaaS companies proudly display their G2 or Forrester awards above the fold on their homepage to drive home their success as respected industry leaders.
Another example seen on Zendesk, is their usage of G2 and Capterra awards on their homepage. Who wouldn’t trust someone who is known as the “leader” in their space.
4. Use video testimonials
Video testimonials are the next level of customer endorsements. They add a personal and engaging touch that text alone can’t match. Video testimonials can also help to increase engagement on your website. People are more likely to watch a video than to read a testimonial, so using videos can help to keep visitors on your site longer. Here’s how to use them effectively:
- Show real people: Let customers see the faces and hear the voices of those who love your product. Even better, make the testimonials feel as “raw” and personable as possible to keep it authentic.
- Keep it authentic: Avoid overly scripted testimonials; real, unscripted feedback is more relatable.
- Highlight success stories: Focus on the specific benefits and results your customers have experienced.
Chili Piper’s testimonial page does a great job of weaving together written and video testimonials, with customers recording their own experiences in a genuine, relatable manner.
Video testimonials deliver a powerful and authentic endorsement of your product, instilling confidence in potential customers and reinforcing their decision to choose you.
5. Leverage data and infographics
People need to see actual data and impacts on businesses. Metrics, metrics, metrics – they are the oil that fuels your company’s business. Data and infographics provide clear, visual evidence of your product’s effectiveness. To make the most of them:
- Use impressive metrics: Showcase key statistics, such as customer satisfaction rates, success stories, and performance improvements.
- Create engaging infographics: Visual representations of data are easier to digest and more engaging than plain text.
- Highlight key achievements: Use data to tell a story of your product’s success and impact.
We also practice what we preach. On our homepage at PipelineRoad, we share metrics that matter to our clients, such as “MQL increase” and “pipeline generated.” We also build social proof with quirky metrics that many will relate to, like “sleepless nights back.”
By presenting data in a visually appealing way, you make it easier for potential customers to understand and appreciate the value of your product.
Make your visitors feel like they’re in the right place
Improving social proof on your website doesn’t have to be a chore – think of it as setting the stage for your visitors to see the best version of your brand. By showcasing customer testimonials, highlighting case studies, displaying trust badges, using video testimonials, and leveraging data and infographics, you can build trust and credibility with potential customers.
These strategies will help you convert more visitors into loyal users of your B2B SaaS product. Remember, social proof is your secret sauce to standing out in a crowded market and making your visitors feel like they're in the right place.
Need help showcasing your social proof? Reach out to us!
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