How do you test and improve your social proof and trust signals over time?

I scan every award that I win, screenshot every great email I receive from a customer and take pictures with people every time I attend an event. I let people know which skills on LinkedIn I want them to recommend. Just asking for people to leave their feedback and start adding to a great testimonial collection.

Social proof/ Trust signal in my opinion works best on third party platforms. Today prospects do not trust testimonials on your own website. It is recommended to have testimonials and social proof on other platforms like G2, Google etc. If at all you can grab a video testimonial it can work good on your official website.

Social proof and trust signals are indicators that help build credibility and trust with potential customers. Social proof includes customer reviews, testimonials, case studies, social media mentions, and influencer endorsements. Trust signals encompass certifications, security badges, and guarantees. Customer Reviews: Feedback from actual customers. Testimonials: Personal endorsements from satisfied clients. Case Studies: In-depth analyses of how your product/service helped a customer. Certifications: Industry-recognized qualifications or badges. Security Badges: Indicators that your site is secure (e.g., SSL certificates).

Show up and add value in groups on social media your audience goes to, so they can start looking at you as expert. Pitch to speak as expert on other businesses memberships, podcasts etc, to increase your authority. Ask your clients specific questions for testimonials, so they can really showcase the transformation you have facilitated. Don't be shy when sharing testimonials everywhere. Reach out to online magazines in your industry, to guest post and write articles, so you can share logos about where you have been featured - this also increases trust in you...

In my opinion, social proof and trust signals are crucial for building credibility, especially in the competitive online marketplace. They help potential leads feel confident in their decision to choose your business, thus improving conversion rates. Builds Trust: Demonstrates reliability and credibility. Reduces Risk: Eases concerns about the quality or legitimacy of your product/service. Enhances Reputation: Positive reviews and endorsements enhance your brand image. Increases Conversions: Trust leads to higher conversion rates. Customer Assurance: Provides assurance through third-party validation.

Nobody wants to be the first person to try something and it's a lot harder to get the first testimonial than the tenth. Every time I look at a listing in an ecommerce store, I go straight to the reviews to see if people like the product. Knowing that my customers act just like me, I make sure to include social proof from as many different people from as many walks of life as possible. Every potential customer wants to see someone who looks like them in your testimonials.

When you want to create interest especially in a remote environment ( Online lead generation) trust is the most important factor. For building this trust social proof like video testimonials, recommendations, endorsements help make your prospect a confident decision to hire you/ buy your products and services etc.

Effectively integrating social proof and trust signals into your marketing strategy can significantly boost your lead generation efforts. Website: Display reviews, testimonials, and case studies prominently. Landing Pages: Include trust signals like certifications and security badges. Email Marketing: Share customer success stories in newsletters. Social Media: Highlight positive mentions and endorsements. Ad Campaigns: Use testimonials and ratings in advertisements.

In order to market your social proof, I strongly recommend making efforts on success stories. Success stories should start with highlighting the prospect's problem and how you solved the problem for the prospect. In a very subtle manner ( That doesn't sound salesy), integrate your product/services as a mechanism that helped you solve the problem. Make sure you use enough data, statistics like percentage improvement etc.

Regularly testing and improving these elements can ensure they remain effective and relevant. A/B Testing: Experiment with different placements and formats of social proof on your site. Gather Feedback: Continuously collect and update customer reviews and testimonials. Monitor Performance: Track the impact of social proof on conversion rates and adjust accordingly. Engage with Customers: Encourage satisfied customers to leave reviews and share their experiences. Update Content: Keep your social proof and trust signals current and relevant.

Test your testimonials/social proof by closely observing the number of prospects that click on read more buttons. What worked best for me was having the title of the testimonial and read more buttons. This helped me track link clicks on read more buttons. This helped me identify how many prospects engaged with which title.