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Does social proof actually increase conversions?

20 people recorded interviews about social proof and conversion across 2 organisations. 10 of them mentioned more clients, leads or patients in their own words. Every figure below is a count of what people said in their recorded interview — not a clinical trial or a survey.

What owners saw in bookings, close rates and ad performance after adding real customer proof to their funnels.

What people said changed

Counts of interviews where the person described this in their own words.

  • More clients10 of 20 mentioned it
    “So since our inception, we have been receiving what I call love letters from our customer base and they write us heartfelt stories about how carbon sixty has changed their life.”Jessica MacNaughton
  • Team & hiring6 of 20 mentioned it
    “We didn't have a system to formalize this and once we connected with the team at ShareOne, what we were able to do was basically automate this process and just rinse and repeat and keep going.”Jessica MacNaughton
  • Confidence5 of 20 mentioned it
    “I always had kind of written testimony, quotes from people and there's just this, trust and connection when you have live real people giving you testimony and so I finally like bit the bullet and said you know we're j…”Laura Frontiero
  • Better systems5 of 20 mentioned it
    “We didn't have a system to formalize this and once we connected with the team at ShareOne, what we were able to do was basically automate this process and just rinse and repeat and keep going.”Jessica MacNaughton
  • More energy2 of 20 mentioned it
    “Most people who take our products note a marked increase in energy and mental clarity in just about thirty days.”Jessica MacNaughton
  • Felt supported2 of 20 mentioned it
    “So when I heard about Share One and their service, I immediately needed to know more about it.”Spencer Burnett
  • Mental clarity1 of 20 mentioned it
    “Most people who take our products note a marked increase in energy and mental clarity in just about thirty days.”Jessica MacNaughton
  • Less pain1 of 20 mentioned it
    “But I am here to make a difference in the world, I'm here because the, the name of the company Share One is I truly believe that if every single human being on this planet was given the opportunity to share one true s…”Curt Maly
See the full data tables for Social proof and conversion →Read the research write-up →

Stories in this topic

Showing 12 of 20 interviews.

What people were sceptical about first

  • “I thought I was getting a high-pressure sales tactic which is not us in the Midwest, especially. And not us at Air Care. But he really, truly showed us how to differentiate ourselves.”Jon Warren
  • “Five years ago when you used to advertise on Facebook, you'd basically say, "Hey Facebook, I want you to run an ad." You didn't really care about the cost.”Curt Maly
  • “And there's, I haven't found a company like Share One that is, a scalable model, which is easy to use for the client, which produces high quality video testimonials with, I must say very affordable price.”Otso Lahtinen

Frequently asked

Are video testimonials worth the investment compared to written quotes?
Laura Frontiero found that while she always had written quotes, there is a unique trust and connection with live people. She invested about $3,000 for 15 videos and saw a return of $500,000 in a single launch, calling the decision a 'no brainer.' — Laura Frontiero
How difficult is it to get clients to record video testimonials?
Frontiero was 'floored' by how many people volunteered to share their stories. She notes that Share One handled all back-and-forth communication, even making it easy for 80-year-old clients who were technically challenged to participate. — Laura Frontiero
Can video testimonials be used in places other than sales pages?
Yes, Frontiero uses one-minute clips during live webinars to illustrate teaching points and has even shown them on stage at practitioner conferences with 1,000 people to demonstrate her process's effectiveness. — Laura Frontiero
Does Close it Now use high-pressure sales tactics?
No. Jon Warren initially worried he would be taught high-pressure tactics that wouldn't fit his Midwest business, but he found that Sam Wakefield taught him how to differentiate the company through a personable approach and understanding people's needs. — Jon Warren
What has your experience been like working with Close it Now?
My experience working with Close it now has been amazing. Truly changed our company. Just... great job. — Jon Warren
Who are you and what company do you represent?
I'm John Warren with Air Care Heating and Cooling. We're based out of Shawnee, Kansas, and we work with Sam Wakefield with Close It Now. — Jon Warren

Organisations in this topic

In depth

Written from the recorded interviews on this page.

Does social proof increase conversions? What owners measured after adding video

Based on interviews with Share One customers · August 12, 2026

Social proof is usually argued in the abstract. These interviews are the concrete version: owners describing what moved in their own funnel after they replaced text quotes with recorded customers.

The largest reported swing comes from Curt Maly, who buys media for a living and describes doubled conversions with ad costs cut roughly in half after switching to human testimonial creative. His framing is worth keeping: "Talking about human testimonials right now is probably 1 of the most critical things that people are gonna hear in 2025, 2026." Giovanni Santoriello reports a 30% lift in demo bookings. Sarah Phillippe describes more discovery calls landing in the diary within weeks of publishing.

Where video seems to matter most is late in the decision, not early. Several people describe sending a story after a sales call rather than before one — the prospect has already heard the pitch and now needs to hear it from somebody who is not selling. Others put stories on the pages where hesitation actually happens: pricing pages, booking pages, follow-up email.

For regulated and high-consideration purchases the effect people describe is different again. Clinicians in this set talk less about conversion rate and more about pre-qualification: patients arrive already understanding what the procedure or programme involves, which shortens the consultation and reduces the mismatch.

Treat the numbers here as self-reported and uncontrolled — nobody ran a holdout test. The value is in the direction and the consistency across very different businesses, from a law firm to an ad agency to a plastic surgery practice.

Sources

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