What it means
On a website it can appear as testimonials, customer logos, attributable reviews or meaningful adoption figures. Different forms support different claims. A credible customer story may answer a concern that a large but unexplained number cannot. The evidence should be relevant to the decision being made.
Use it in practice
Place specific proof near the claim it supports. Provide attribution, context and a truthful description of what a number or relationship represents.
Watch out for
Do not manufacture activity, ratings or urgency. Visual polish cannot make an unsupported claim reliable.
