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3 min read Proof placement

Proof placement, where trust belongs on the page

Put proof where decisions happen. Pair the first CTA with quick credibility, back up pricing with a result, and end with a short clip. Keep modules light, current, and easy to scan. You will see higher CTR and more paid users without extra traffic.

TLDR

Place a small proof row beside the first CTA, put one case snippet under the pricing math, and add a 30 to 60 second captioned clip near the final CTA. Link a “See all reviews” button to your proof wall. Refresh monthly. Aim for LP CTR up 15 to 30 percent and paid up 10 to 20 percent.

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Principles that work

  • Proximity wins, place proof next to choices, not buried in footers.
  • Specific beats vague, numbers, timeframes, and sources do the heavy lifting.
  • Less, then better, one strong item per decision block outperforms a wall of quotes.
  • Motion with meaning, short clips belong where hesitation spikes, not in the hero.
  • Freshness matters, retire items older than 180 days or missing a source.

Landing pages, exact placements

Hero, first screen
Pair the first CTA with 3 to 5 recognisable logos or two short, plain quotes. Keep to one line each. Add a “Read more reviews” link that jumps to the proof wall.

Pricing section
Show the real monthly math, then place one matched case snippet right below it. Use the three line format, include timeframe and source, for example “38 qualified leads in 30 days, GA4 and CRM.”

Final nudge
Embed one 30 to 60 second clip with burned in captions before the last CTA. Add a one line label, name, role, topic. Most visitors watch on mute, captions carry the message.

Feature blocks
When a feature is the deciding factor, place one aligned quote or micro snippet at the end of that block, short and verifiable.

Comparison pages, what to show

  • Put the verdict first, one line on who should pick which.
  • Add a small proof table under the verdict, our result vs the reader’s likely baseline, each with a source.
  • Place one case snippet under pricing math or migration steps.
  • Link to the proof wall for depth so the page stays fast.

Blog posts and hubs

  • Add a compact proof module after the intro, two quotes or one snippet that matches the topic.
  • Repeat a second module near the end with a CTA.
  • On the hub, keep a single “See pricing and reviews” strip and a link to the proof wall.

Mobile, single column rules

  • Keep quotes to 120 characters max.
  • Use square thumbnails for clips and compress under 200 kB.
  • Avoid tables wider than the viewport, stack rows into cards.
  • Maintain consistent tap targets, 44 px or larger.

Design, light and trustworthy

  • Avoid heavy carousels, one item per block reduces friction.
  • Use first name and role where allowed, otherwise anonymize and keep the source.
  • Redact sensitive data in screenshots.
  • Add alt text that states the outcome, not filler.

Common mistakes to avoid

  • Burying proof below long copy.
  • Stacking five quotes in a row and saying nothing new.
  • Using logos without permission or mixing old brand marks.
  • Quoting numbers without timeframe or source.
  • Embedding autoplay video in the hero.

Quick start, one hour setup

  • Add a small logo or two quote row beside the first CTA.
  • Drop one matched case snippet under pricing math.
  • Embed one captioned clip above the final CTA.
  • Add a “See all reviews” link to the proof wall.
  • Set a reminder to refresh all three next month.

Metrics to watch

  • Proof module view rate, target 70 percent of engaged sessions.
  • LP CTR change after adding hero proof, target plus 15 to 30 percent.
  • Paid conversion change after adding pricing snippet and clip, target plus 10 to 20 percent.
  • Refund rate trend, target down 10 to 20 percent with clearer expectations.

Do and do not

  • Do place proof where decisions happen, hero, pricing, final CTA.
  • Do keep every item verifiable, add timeframe and source.
  • Do caption every video.
  • Do not gate or cherry pick, publish lawful negatives and respond with help.
  • Do not stuff pages, one strong item per block is enough.

FAQ

How many proof items should I show on a landing page
Show up to three, one in the hero, one under pricing, and one clip near the final CTA. More adds noise.

What if I have no video yet
Start with two quotes and one case snippet. Add a clip next month.

Can I reuse the same proof across pages
Yes, but match context, pricing page gets a result with math, comparison page gets a head to head snippet.

Where should “See all reviews” link to
Link to a proof wall, not an external platform. Keep depth on your domain and add sources.

How often should I rotate items
Review monthly. Replace anything older than 180 days or misaligned with the page topic.