The Science-Based Playbook for Effective Social Proof
Squarespace Circle and Science Says, a leading marketing research firm, collaborated to condense an enormous volume of peer-reviewed scientific research on reviews into actions web designers can take today to optimize how they select, ask for, and showcase client reviews.
Here are some top takeaways:
Place exactly three handpicked reviews above your site’s fold.
Three is the most persuasive number of claims and was rated 10% more persuasive than showing four reviews.
Highlight reviews that mention an initial doubt before turning positive.
Phrases like "I wasn't sure" or "I was concerned" made people willing to pay up to 43% more.
Visually highlight reviewers’ names and small personal details about them.
Personal details in reviews made people feel more connected with the reviewer.
Avoid asking for reviews on rainy days.
Reviews written on rainy days were 0.1 stars lower on average.
Feature reviews that contain mild swearing.
Reviews with swear words were rated up to 37% more useful.
Read the full report for more science-based review insights you can act on now.
Watch the interview with Thomas McKinlay and Serkan Saka from Science Says where they dig deeper into the report’s most revealing takeaways.
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