Testimonials are persuasive because they’re a powerful form of social proof: a psychological concept based around the idea that we are more likely to follow the actions of others before us because we assume that those actions reflect the correct behavior. Think of it like this: If you see that your favorite beauty icon recommends a certain face cream, you’re going to trust that recommendation, right? Maybe you’ll even buy it. The testimonial instantly validates the product for you. The same thing happens even if you don’t know the person giving the praise. Testimonials are real, authentic pieces of product feedback that influence purchase decisions.