Whether you’re shopping for the best type of hiking boots, interior decorating tips, or a new favorite restaurant, chances are you’ll turn to review sites to find the option with the most 5-star reviews and customer recommendations. 

Social proof is a natural part of life and one that marketers have been able to utilize far more since the internet and smartphones took over how we do everything from communication to making decisions on where to eat. 

Customer testimonials are a beneficial type of social proof: they tell potential new customers about the successes and triumphs others have experienced when using your products or services. And because these are real people, customers trust them to be unbiased and truthful.