Within the Bardeen–Cooper–Schrieffer (BCS) theory, superconductivity is entirely governed by the pairing energy scale, which gives rise to the superconducting energy gap, Δ. However, another important energy scale, the superfluid phase stiffness, J, which determines the resilience of the superconductor to phase-fluctuations is normally ignored. The spectacular success of BCS theory owes to the fact that in conventional superconductors J is normally several orders of magnitude larger than Δ and thus an irrelevant energy scale. However, in certain situations such as in the presence of low carrier density, strong disorder, at low-dimensions or in granular superconductors, J can drastically come down and even become smaller than Δ. In such situations, the temperature and magnetic field evolution of superconducting properties is governed by phase fluctuations, which gives rise to novel electronic states where signatures of electronic pairing continue to exist even when the zero resistance state is destroyed. In this article, we will review the recent experimental developments on the study of phase fluctuations in conventional superconductors.