What’s the difference between social proof and testimonials?

Testimonials are a powerful tool for your business growth. They have been proven to increase conversion rates and significantly affect your customer’s research and buying habits. According to Zendesk, 90% of shoppers read online reviews before making a purchase. That is a massive number!

In 2022, businesses are hard-pressed to get by without having testimonials. To grow a thriving business, you need proof that your offer is worth the investment. Testimonials help with that.

What are testimonials?

Testimonials are the reviews you receive from your clients in response to the work you’ve provided for them, whether that’s a new website, copywriting services, management services, coaching, or they’ve bought a physical product from you.

Testimonials or reviews are “real, authentic pieces of feedback that influence purchase decisions.” (Shopify)

What testimonials can do for your online business

We’ve already said it, but it bears repeating: testimonials drive sales and reduce any uncertainty or second-guessing from your potential clients and customers.

But let’s look at some stats on this because numbers don’t lie. 

• Showcasing your testimonials can increase sales by 18% while increasing the likelihood of purchase for 63% of your site’s visitors (Econsultancy).

• A test by Wikijob shows that a site page with testimonials has 34% more conversions than one without.

• 88% of people trust online reviews and testimonials as much as they trust recommendations from personal contacts (Brightlocal).

Why testimonials work

There’s a psychological concept behind the idea of using testimonials that explains why they work (and work well). As humans, we are more likely to mimic the actions of others before us because we assume that those actions reflect the correct behavior (Shopify). 

If other people have bought the product, you’re more likely to do so. If other people have purchased the product AND provided raving testimonials, you’re even more likely to whip out that credit card and purchase the offer on the spot.

This is especially true when these testimonials or recommendations come from people we know, like family and friends.

• 40% of consumers find new brands to follow online based on recommendations from friends and family

• 82% of Americans ask for referrals and recommendations from family and friends before making any kind of purchase

So, what is social proof?

Social proof is a form of a testimonial. You’ve seen it a TON in this space (especially if you follow Black Diamond Copy Co on Insta). Social proof occurs when people post screenshots of bits of conversations celebrating client wins.

Social proof can be more genuine because your clients often share real-time feedback with authentic emotion. It tends to be less composed and more genuine because it’s not formulated. 

Sharing this social proof with your audience is proof that your methods, strategies, or services work because someone JUST experienced the results.

Compare this to the sometimes stiff testimonials you’ll often find on websites that are formally requested as part of a project wrap-up.⠀We’re not saying you shouldn’t include these testimonials on your website and even on your social! Stiff testimonials have their place, and they help increase those conversion rates for the offer you’re selling. 

But social proof, in particular, can help make your business more approachable for your audience. Social proof (and testimonials in general) are wildly important for growing your credibility and business. But how do you collect them?

How to gather testimonials and social proof

To collect badass testimonials and social proof from your clients or customers, you just need to ask. As long as you provide an excellent service or product, your audience will likely be happy to leave you a stellar review. According to Brightlocal, “68% of consumers will leave a review for a business when asked.”

Here are a few ways to ask for that testimonial:

• Send an email asking for a review. 

• Send a customer satisfaction survey and gather feedback at the same time

What to ask your customers for a great testimonial

If you want a fantastic testimonial, you need to be specific in your questions, not general. You want descriptive praise that touches on the obstacles and pain points your customers were facing before they reached out to you. 

Here are a few points for encouraging a banging testimonial:

• Spell out exactly what you’re looking for in a testimonial. Be specific

• Remind them of the product or service they purchased from you, so they refer to it in their review

• Ask questions using language you want reflecting in the testimonial

No matter how great your questions might be, you still might get a previous client who answers in one or two word responses. Even though you might have provided an amazing deliverable, not every customer will write amazing responses. It is what it is, and it’s best just to move on.

Share testimonials on social

Don’t forget to capitalize on the testimonials and social proof you have by posting on social! Happy customers can easily become brand advocates. By spotlighting your work with them, they are more likely to share to their audience via social channels, further spreading awareness for your services or products. It’s a win-win for both you and your clients! 

Basically, testimonials (aka social proof) get your business more sales. Period. If you haven’t been incorporating these elements into your business/marketing/social media strategy, now is the time!

Bonus tip: Screenshot all valuable social proof and put those screenshots in a Google Drive folder!

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