Anyone can make a claim about themselves, their product or their business. But why should users believe your claim? Provide users with some kind of evidence, preferably from authoritative third parties. Your product is “the best”, but according to who? You? According to your customers? And what’s so great about it? Testimonials, ratings and other types of social confirmation are great ways to support your claims and have often been shown to be even more influential to customers than saving money.