Social proof is evidence that other people buy and like what you sell: reviews and star ratings, customer photos and videos, sales notifications, and bestseller labels. On an online store it does the job that other customers and a helpful assistant do in a physical shop. Put real, specific proof next to the decision it supports, and never fake it.<\/p>\n
This guide covers every common type of social proof and where each one goes on the page. It shows how to set it up on Shopify and WooCommerce. It ends with the review rules that now apply in the US, the UK and the EU.<\/p>\n
Key takeaways<\/strong><\/p>\n Reviews are the proof most customers look for first. In PowerReviews' June 2025 survey of 21,279 consumers, 95% said they regularly read product reviews, and only 43% would buy a product with no ratings or reviews.<\/p>\n<\/li>\n Specific proof usually works better than general proof. A review about sizing next to the size selector does more than a "thousands of happy customers" banner on the home page.<\/p>\n<\/li>\n Customer photos and videos show the product in real use, which studio photos can't.<\/p>\n<\/li>\n Since October 21, 2024, an FTC rule bans fake reviews, incentives that require a positive or negative review, and undisclosed insider reviews in the US. The UK and the EU have their own bans on fake reviews.<\/p>\n<\/li>\n Every widget costs page speed and screen space. Add proof one placement at a time and check what it does to sales.<\/p>\n<\/li>\n<\/ul>\n\n