How Testimonials Turn Skeptics into Shoppers, According to Science

When shoppers hover uncertainly over the “buy” button, what overcomes their doubts and turns interest into a purchase? What is the “tipping point” for different buyers? And is there science behind this process? Yes. Testimonials and social proof play an enormous role in turning skeptics into shoppers. Many of these effects have been studied, and shown by science. Let’s take a closer look.

How Testimonials Overcome Buyer Hesitations: The Power of Social Proof

Early Humans and Social Proof

Humans are wired for social proof. We’re a group species that evolved to rely on each other, and find strength through cooperation and consensus.

Consider, for example, that a single human without any defenses wouldn’t stand much of a chance against most predators; but several humans together, along with the innovative power of their ancestors and peers, make it much easier.

Similarly, navigating a new area and finding what’s safe to eat or where is safe to go is a high-risk situation for just one person. However, through collaboration, early humans were able to test different foods and places and techniques, and rely on each other for help when the tests went badly.

Gathering Information in Decision-Making

Of course, most of the situations we’re faced with today aren’t quite as dire. However, we still look to others when we’re uncertain. And, we look to others to decide what’s right and what’s not a lot more than most of us think. Most of the decisions that we make about how we look, speak, and behave are determined by how we are perceived by our peers, and how we want to fit into society.

Social Proof in Marketing

This tendency to look to our peers for information and confirmation is especially important in marketing. About 90% of people surveyed generally trust the opinions of people they know, but 70% also trust the opinions of strangers, which is considerably more than the number of people who trust most advertisements. This means reviews and testimonials can improve the perception of your brand, sales pages and the like.

However, there are different factors that can adjust how we feel about the opinions of these strangers, and whether or not we’re convinced by them. Let’s dig deeper.

The Science Behind Social Proof

Reviews and testimonials from others work especially well because they activate multiple persuasive mechanisms in the brain. These neural mechanisms influence our emotions and influence our decisions, though we probably don’t realize it. Some of these effects have been studied, though there’s still more work to be done to fully understand how these systems work.

Mirror Neurons

Why do we care what other people think or feel? Certainly we care about the results—we want to be liked and we want good things to happen to the people we like—but is it more than that? Are our brains wired for empathy or understanding?

Certainly the level of empathy or understanding that each person has is different, and many different factors can determine the level of empathy that a person feels or exhibits. However, this emotion is also built into our brains.

Mirror neurons in our brains fire both when we act and when we observe similar behaviors in others. This neural mirroring makes us feel others’ emotions as though they were our own. Research finds that watching someone express joy or relief stimulates similar responses in viewers, fostering empathy and trust. This may be part of how we developed as a group-oriented species.

The Power of Narrative

Why are detailed testimonials or reviews generally more effective than shorter ones? Why is it easier to remember information when it’s conveyed in a story rather than simply offered as a series of statements? This may be the “narrative transportation” effect.

Stories trigger “narrative transportation,” where our attention becomes so absorbed that we mentally enter the world of the story. We become emotionally engaged with the events of the story, and less engaged with reality.

When this happens, our resistance to persuasion drops. On a neurochemical level, compelling storytelling can release oxytocin—the “trust hormone”—which increases empathy and cooperation. It can also release dopamine, which is linked to motivation and reward, and also enhances memory and emotional connection.

How to Use Testimonials to Turn Skeptics Into Shoppers

Timing for Maximum Impact

Testimonials, reviews, and other types of social proof are most effective depending on where they’re added in the buyer’s journey. The potential buyers’ level of resistance, and the amount and type of doubt or objections they have, can determine what types of evidence or social proof is most likely to be effective. Altogether, this can determine whether or not a testimonial can actually be a tipping point.

Testimonials are most powerful at friction points, where motivation is fragile—like near high-stakes pricing, or just before submitting a form. UX research from the Baymard Institute identifies testimonials and social proof as a critical factor influencing the effectiveness of sales pages.

Authenticity and Detail

There’s evidence that audiovisual cues can heighten engagement and perceived authenticity. This means that video testimonials and reviews can often be more impactful than text alone. However, video can also invite shallower processing if the message lacks substance. A balanced approach often works best: use short, emotive video to spark trust, and pair it with text excerpts that deliver specific details such as metrics, objections, and outcomes.

The “Similar-to-Me” Effect

Whether or not a person believes or is impacted by social proof often depends on whether it gets their attention and whether they feel that they can trust it. Often, for better or worse, this comes down to some cognitive biases we all share.

Humans tend to pay more attention to and trust more the opinions of those that they perceive to be more like themselves. This is sometimes called an Affinity Bias or the “Similar-to-Me” effect. However, it’s important to consider the ways that potential customers might perceive themselves, as well as those in the testimonials or review. For example, might they pay more attention to someone who looks more like themselves, or someone who has the same job title? The product they’re considering will likely make a difference in this perception.

Turning Hesitation into Action

The testimonial tipping point happens when credibility, emotional resonance, and timing converge. With strategic placement, video testimonials can be psychological tools that can dismantle doubt and inspire trust. By blending authenticity with well-timed delivery, you can transform a customer’s hesitation into commitment in a single, decisive moment.