Social proof with specificity. Not “dentists recommend” but “9 out of 10 dentists recommend.”
Richard Shotton’s research shows precise numbers feel more credible than round ones. “93% of customers” beats “90% of customers” because precision implies measurement. Round numbers feel like guesses.
A supplements brand changed “Thousands of happy customers” to “2,847 five-star reviews.” Same sentiment, more believable.
Conversion rate on the landing page increased 14%. Specific beats vague, every time.
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