{"id":16301,"date":"2025-09-22T10:10:14","date_gmt":"2025-09-22T09:10:14","guid":{"rendered":"https:\/\/www.20i.com\/blog\/?p=16301"},"modified":"2026-02-20T08:37:10","modified_gmt":"2026-02-20T08:37:10","slug":"best-ways-to-use-testimonials-reviews","status":"publish","type":"post","link":"https:\/\/www.20i.com\/blog\/best-ways-to-use-testimonials-reviews\/","title":{"rendered":"Social Proof in Action: Best Ways to Use Testimonials & Reviews\u00a0"},"content":{"rendered":"\n

Social proof is a powerful marketing tool you can use to build trust and credibility with potential customers.  <\/p>\n\n\n\n

Showcasing authentic feedback and results from real customers can dramatically boost your conversion rates and help you stand out against competitors.  <\/p>\n\n\n\n

Below, we\u2019ll explore how to put your social proof into action and the best ways to use it effectively. <\/p>\n\n\n\n

Why reviews work <\/h2>\n\n\n\n

Showcasing reviews are proven conversion drivers and shouldn’t be overlooked. 90% of consumers consider ratings and reviews<\/a> when making purchase decisions making them essential for building trust and influencing their buying behaviour. <\/p>\n\n\n\n

There\u2019s a reason why businesses consistently promote their high Trustpilot scores, customer testimonials, and glowing reviews, it\u2019s all rooted in human psychology. Seeing others positive experiences builds trust, reduces perceived risk<\/a> and reassures potential customers that they\u2019re making the right choice. <\/p>\n\n\n\n

Trust & Credibility:<\/strong> Social proof helps to reduce risk when others alike have already chosen and trusted your service or product. By showing genuine customer experiences, you demonstrate transparency and reliability making it much easier for people to feel confident choosing you over competitors. <\/p>\n\n\n\n

Authority & Expertise: <\/strong>Hearing positive words from real customers shows you as an expert and reassures potential customers that you know what you\u2019re doing. <\/p>\n\n\n\n

Herd Behaviour:<\/strong> People like to follow the crowd. When they see that others have chosen you and are happy with the results, they’re much more likely to do the same. <\/p>\n\n\n\n

How to gather reviews and testimonials  <\/h2>\n\n\n\n

There are a few effective ways to gather reviews and testimonials from your customers, and it doesn\u2019t have to be complicated. With the right strategy, you can turn happy customers into strong advocates for your brand. <\/p>\n\n\n\n

We won\u2019t go into too much detail here, as we have an excellent blog post that dives into the best practices for gathering social proof to boost sales<\/a>. <\/mark><\/strong>However, to get you started, remember these four principles: <\/p>\n\n\n\n

\u2705 Be proactive<\/strong> – Don’t expect customers will take time to leave feedback. <\/p>\n\n\n\n

\u2705 Make it easy<\/strong> – Remove friction by providing direct links to review pages. <\/p>\n\n\n\n

\u2705 Ask at the right moment<\/strong> – Choose a time when satisfaction is at its highest. <\/p>\n\n\n\n

\u2705 Offer meaningful incentives<\/strong> – Give customers a reason to share their feedback, such as discounts, vouchers or upgrades. <\/p>\n\n\n\n

Types of feedback <\/h2>\n\n\n\n

There are several types of customer feedback you can collect and strategically share across your website and various platforms to strengthen trust, showcase your value and influence potential customers. <\/p>\n\n\n\n

Reviews<\/strong> <\/h4>\n\n\n\n

These are statements from customers about their experience with your product or service. Reviews can be featured on your website or social media to provide authentic social proof. <\/p>\n\n\n\n

\"Trustpilot<\/figure>\n\n\n\n

Testimonials<\/strong> <\/h4>\n\n\n\n

Testimonials highlight especially compelling quotes from customers. These can be displayed prominently on your site, in marketing materials or on landing pages to convey credibility and customer satisfaction. <\/p>\n\n\n\n

\"20i<\/figure>\n\n\n\n

Case Studies<\/strong> <\/h4>\n\n\n\n

Case studies are more in-depth stories that demonstrate how your product or service solved a specific problem for a customer. They often include background context, challenges faced, solutions implemented and results from using your product or service. Case studies can be especially convincing for potential customers who want to see evidence of you expertise. See some of our case studies here<\/a>. <\/p>\n\n\n\n

\"List<\/figure>\n\n\n\n

Star Ratings<\/strong> <\/h4>\n\n\n\n

Star ratings provide a simple, visual summary of customer opinions. A 1-5 star rating offers a quick impression of your overall quality, helping to build trust quickly. They also make it easier for customers to leave feedback quickly, with less friction than writing detailed responses.  <\/p>\n\n\n\n

\"20i<\/figure>\n\n\n\n

Where to showcase social proof: on your website <\/h2>\n\n\n\n

Social proof should be implemented across your website. It\u2019s one of the best ways to build up trust, reduce hesitation and show potential customers that real people have had great results with you or your product. <\/p>\n\n\n\n

Home page hero section<\/strong> <\/h4>\n\n\n\n

This is where prospective customers will get a first impression of your company. <\/p>\n\n\n\n