The buyer journey in B2B isn’t linear. The complex journey spans multiple months, involves various stakeholders, and involves back and forth. Given the complex buyer journey of B2B SaaS businesses, social proof is an important element to build trust with your audience.

What is social proof?

Social proof is a concept that says people are more inclined to do things that other people do. It is a phenomenon that has long been known in psychology and is known by various names, including conformity, social norms, and other behaviors.

Did you know?

Companies that use testimonials on their website see a 34% increase in conversions!

Here are some easy-to-implement formats that you can get started with today:

1. Showcase customer testimonial videos in a consumable format

Humans attract humans. Out of all the noise you see across the internet, when we see humans like us giving genuine reviews about a business, we’re more likely to believe it. Just having this human face isn’t enough, having these testimonials in a consumable format is crucial. Your users aren’t going to watch a 30 minute video testimonial!

2. Display user ratings you've received on review platforms like G2, Capterra

When users land on your website for the first time they have no idea about your business. They don’t have any trust in your brand and most likely won’t convert immediately. What helps in this situation is to feature the ratings of platforms they trust. In B2B, rating platforms like G2, and Gartner are considered reliable. Adding ratings, reviews from these platforms can help build trust. 

3. Leverage User Generated Content (UGC) like case studies

How will your prospects believe in the impact you can create if they can’t see the results you have produced with other brands? A reliable way that all B2B SaaS businesses can use is case studies. Showcase the entire story of your client before they were introduced to your product, and how it changed their lives.  

4. Highlight your impact numbers or usage statistics

When you know your audience, you know what your users care about, what KPIs are important to them, and what metrics they measure. Showcasing the impact you have created in numbers can help the users visualize how your product will fit into their lives and what results they can expect. 

5. Feature your top customer logos in prominent positions

Adding your customers’ logos in prominent places on your website can help build better recall for your brand. Having global, leading brands as customers can make your website visitors believe that your product is used and is impacting a lot of brands across the globe.

6. Display real-time activity notifications

We are more likely to do what others are already doing. Adding real-time updates to your website can nudge your current users to convert better and know that other users find your website or product credible and are actively engaging with your brand. 

7. Highlight your top partners and integrations

B2B SaaS products normally are a part of a tech stack that your prospects are trying to build. When that’s the case, it is important to ensure that your product seamlessly integrates with all the current tools that they may be using currently. So this by showcasing your top integrations and partners that can handle any objections your users might have. 

8. Have a recurring display of your awards, badges, credentials

If you want your visitors to convert to your goals on the website, they must find your brand credible and are willing to be associated with your product. A good way to do this is to feature all the awards and recognitions that you have received as a brand. 

9. Support your important goal banners with ratings and logos to nudge conversions

Your visitors are bombarded with a lot of information when they visit your site. What is important is to help them focus on the primary goal and nudge conversions accordingly. A good way to back this up is to add ratings and logos to support these goal banners or pop ups. 

10. Create comparison charts to differentiate your offering from others

Visitors who visit your site are possibly evaluating your competitors as well. Try to make the evaluation process as seamless and effortless as possible. Since the journey in B2B buying is already complex, make easy to understand charts that help your prospect understand how you are the best choice for their business. 

11. Leverage your press releases and media coverage to enhance your brand recall

Anything that is in the news gets spoken about. Think about the thought leadership pieces we read in Forbes or Business Today. Adding relevant press releases and showcasing your media coverage and partnerships can help boost credibility for your brand. 

12. Create community forums, and comment sections on assets where people can discuss your product and help one another

We are more likely to trust what others say about products before we try them out by ourselves. In case your users are stuck, make community forums or discussion boards that are open to public to discuss your products, solutions, recommendations, etc. 

Leveraging these social proof formats on your B2B SaaS websites will not only build trust amongst your users but also significantly increase your conversions across all website goals and KPIs. Try it today!