Integrating Social Proof In E-commerce Design

Another big mistake I see B2B marketers make is… Not leveraging social proof enough. Or at all. Everyone slaps on a logo banner and calls it good. That’s the bare minimum. If you want to actually build trust and authority, your social proof needs to be: → Strategic → Specific → Placed where it actually matters Here’s what that looks like: Concise text testimonials that speak directly to your ICP’s pain points. Name, title, company, and a photo (that’s the baseline). Video testimonials, way more authentic, shows people are willing to put their face on the line for you. Metrics tied to the outcomes: “2x conversion rate,” “3x faster launch,” whatever’s real. And don’t just bury your case studies in one tab, pull them out and plug them into key parts of the site. Got a product page? Drop in a testimonial that speaks specifically to that product on that page. Social proof isn’t just about looking good. It’s about showing the right people that you’ve solved their same problems before. Where could you be using social proof more intentionally right now?

Most brands bury their best customer stories in a "Case Studies" tab—where no one clicks. But the smartest companies? They turn social proof into a growth engine by putting it where buyers need it. That’s what Cognism, Demandbase and Pavilion are doing with Noble. ✅ Cognism—Social proof right below the logo stripe, so trust builds instantly. ✅ Demandbase—Customer validation embedded within product pages where decisions happen. ✅ Pavilion—Member stories placed where visitors need that extra nudge. Now imagine this: Instead of just reading reviews, prospects could see which of their LinkedIn connections already use your product. Click a button, reach out, and ask them directly. No biased testimonials. No hand-picked references. Just real users in your network who can vouch for the product. This is word-of-mouth at scale—exactly how people buy. So, if your social proof is hidden in a "Resources" tab, you’re missing out on conversions. Where are you placing yours?

This social proof on our website was scaring away potential clients. Here’s how we messed up—and how we turned it around… Background: - On our homepage, we had a section (pictured) showcasing some of our previous clients. - We made this one of the most visible areas on the page, thinking it would impress visitors. - It was the only social proof we displayed. We didn’t show a variety of client types or sizes. - After reviewing heat maps and session recordings, we found that 64% of visitors weren’t scrolling past this section. They were abandoning the page. Here’s where we went wrong: The section only highlighted big-name clients. The moment most visitors saw it, they assumed we were too expensive and only catered to large, enterprise-level companies. That instantly alienated smaller businesses who thought, ‘This isn’t for us.’ How we fixed it: - We expanded the section to feature smaller companies and mid-sized businesses with which we work. - We also added more video testimonials for different types of clients to show that our value isn’t tied to big budgets. P.S. This fix wasn’t about abandoning our big-name clients—it was about balancing their presence with examples that speak to a broader audience. P.P.S: The scroll depth increased by 22%, and a 14% improvement in conversions. #conversionoptimization