ConversionWax Playbook
Social Proof by Company Profile
Display testimonials from similar-sized companies or same industry to increase relevance and trust.
Tactic Overview
A startup doesn't care that Fortune 500 companies love your product - they need to see companies like them succeeding. Show enterprise logos to enterprise visitors, SMB testimonials to small business prospects, automatically matching social proof to company profile.
Primary goal
Increase testimonial relevance
Mechanism
Company size + industry detection
Where it shows
Homepage, pricing page, case study sections
Why This Works
The friction
A 10-person startup sees testimonials from Microsoft, Amazon, and Google and thinks 'This product isn't built for us - we can't afford it and don't need enterprise features.' They bounce before reading further.
The unlock
When a 50-person SaaS startup sees testimonials from 3 other 50-person startups in their category, they immediately identify with the customers and trust the product fits their needs. This relevance matching increased trial signups by 41% for one B2B platform.
Implementation Steps
10 steps
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1Medium Effort
Segment your customer base
Categorize customers by company size (1-50, 51-200, 201-1000, 1000+) and collect testimonials from each segment.
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2Medium Effort
Collect industry-specific testimonials
Gather case studies and quotes organized by vertical: SaaS, eCommerce, Finance, Healthcare, etc.
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3Medium Effort
Set up company detection
Use Clearbit, HubSpot, or similar to detect visitor company size and industry from email domain or IP address.
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4Medium Effort
Create testimonial sets
Build 4-5 testimonial sets: Startup, SMB, Mid-Market, Enterprise - each featuring relevant customer stories.
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5Medium Effort
Design social proof modules
Create testimonial components that can swap customer quotes and logos dynamically.
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6Quick Win
Configure targeting rules
In ConversionWax, set: If company size = 1-50, show Startup testimonials. If industry = Healthcare, show Healthcare logos.
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7Quick Win
Create fallback defaults
For unknown visitors, show your best-performing mixed testimonials as default.
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8Quick Win
Add 'companies like yours' language
Make it explicit: 'Trusted by 500+ companies like yours' with matched logos below.
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9Quick Win
Test with real company data
Use your own company email to test enterprise view, create test account with Gmail for SMB view.
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10Medium Effort
A/B test matched vs. generic
Measure if personalized social proof outperforms one-size-fits-all testimonials.
Real-World Example
Scenario
A workflow automation SaaS displayed only enterprise customer logos (Salesforce, Adobe, IBM) on their homepage. SMB trial signups were 40% below benchmark despite 65% SMB traffic.
Outcome
After implementing company-matched testimonials, SMB trial signup rate increased from 4.2% to 6.8% (+62%), and enterprise visitors saw 31% higher engagement with enterprise-specific case studies.
Key Metrics to Track
Trial Signup Rate by Segment
Track if matched social proof improves conversion for each company size tier.
Time on Case Studies Page
Relevant case studies should keep visitors engaged longer.
Testimonial Click-Through
Measure if visitors click to read full case studies when they see relevant companies.
Trust Signal Effectiveness
Survey trial users: 'Did seeing companies like yours influence your decision?'
Common Pitfalls
Not enough testimonial diversity
If you only have enterprise customers, don't fake SMB testimonials. Build your testimonial library before implementing.
Over-segmentation
Don't create 20 micro-segments. 3-4 company size tiers and 5-6 industries is plenty to start.
Stale company detection data
Company information changes. A startup that was 10 people last year might be 100 now. Refresh data quarterly.
Quick Reference
Best for
SaaS with diverse customer base
Effort level
Medium
Time to results
2-3 weeks
Difficulty
Intermediate