Use video testimonials to build business trust faster.
You can accelerate the process of building business trust by presenting prominent video testimonials. According to ConversionXL studies, testimonials can increase conversion rates by 20 to 30%. This is backed up by a Shapo study indicating that landing pages with testimonials can lift conversions by up to 34%.
Here’s why:
Psychological Basis
People look to others when making decisions, especially when there is uncertainty. If others have chosen a company, new customers feel safer doing the same. Those making or supporting a business buying decision are no different. Bad business buying decisions have negative consequences for those involved and the business as a whole. Credible testimonials reduce decision anxiety and perceived risk.
Third-party validation is more believable than marketing claims. Buyers trust peer experiences more than company promises. Strong social proof justifies higher costs by signalling quality. Visible satisfaction spreads confidence within networks.
Types of Social Proof That Boost Trust
- Customer reviews & testimonials in the form of real stories reduce doubt and make benefits tangible.
- User-generated content, particularly unscripted endorsements, resonates strongly.
- Case studies showcasing measurable results build belief.
- Endorsements from established experts who have a reputation to protect, reinforce competence.
Why Social Proof Matters More in B2B
B2B deals often involve bigger budgets, longer contracts, and reputational risk for decision-makers. They are less likely to “take a chance” without external validation.
Buying committees prefer evidence from peers or industry leaders rather than vendor claims.
The most effective forms of social proof in B2B environments are case studies & success stories that reference quantifiable outcomes (e.g., “Increased sales by 37% in 6 months”). Unscripted stories told by customers through video interviews have the most immediate impact by convincing buyers that products do what is claimed and solutions work in real-world contexts.
Business Impact
The process of establishing trust is accelerated. Decision-makers see less need for drawn-out due diligence. Stories told by customers strengthen differentiation. Buyers who are exposed to customers sharing their experiences are less price sensitive and more willing to pay a premium. They raise fewer objections and make decisions faster.
Research Evidence
Demand Gen Report (2024): 79% of B2B buyers said testimonials and case studies are the most influential type of content.
Gartner: Peer recommendations influence 90% of B2B buying decisions.
McKinsey: B2B buyers are 2–3 times more likely to trust peer recommendations than vendor marketing.
For B2B, social proof is the strongest lever for building trust and confidence. Customer stories, case studies, peer validation, and reference clients move deals forward faster and give decision-makers the confidence to commit.
If you are looking for ways to increase sales or conversion rates, we can help through consulting, coaching, sales enablement, and producing video testimonials. Telephone +44 (0)1392 851500, use the contact form here, send an email to jimm@salessense.co.uk, or schedule a call with Clive Miller.
