What is social proof?
Social proof is a psychological phenomenon whereby people tend to follow the actions of others in order to feel like they belong and fit in. In other words, we are more likely to do something if we see that other people are doing it too.
Think about the last time you made a purchase decision.
Whether it was a car, a piece of furniture, or even something as small as a new coffee maker, you likely looked to others for guidance. We often do this without even realizing it.
We see what others have and make assumptions based on that. If everyone else has a certain type of coffee maker, chances are good that it’s a good choice. This is what’s known as social proof.
How can social proof be used in ecommerce?
There are many ways social proof can be used to boost ecommerce conversions. Here are just a few examples:
1. Use customer testimonials
One of the most effective ways to use social proof is to showcase testimonials from happy customers. When potential customers see that others have had a positive experience with your brand, they are more likely to convert.
Make sure to showcase testimonials prominently on your website, and make it easy for visitors to read them. You could also highlight customer reviews on specific product pages.
2. Use social media
Social media is a great way to show off social proof. You can use platforms like Instagram and Facebook to showcase customer photos, testimonials, and reviews. This is a great way to connect with potential customers and show them that others have had a positive experience with your brand.
3. Use influencer marketing
Influencer marketing is another great way to harness the power of social proof. An influencer's large following and positive reputation can rub off on your brand, and help to boost conversions.
It’s easy to see how this could be useful in the eCommerce world. If you can get experts or authority figures in your industry to use or endorse your product, it can go a long way in helping you to sell it. People will see that if someone they respect is using your product, it must be good.
Of course, it’s not always easy to get an influencer on your side. You need to have a product or service that is appealing to influencers in your niche.
You also need to have a way to reach out to them and get them to try it. But if you can manage it, influencer marketing can be very powerful.
4. Use scarcity
Scarcity is a powerful form of social proof. When people see that something is in limited supply, they are more likely to want it. This is because they don’t want to miss out on something that might be unavailable in the future.
You can use scarcity in your ecommerce marketing by running limited-time promotions, or by featuring products with low stock levels. This will create a sense of urgency and encourage potential customers to convert.
5. Use logos
If you’ve been featured in the media, or have any industry accreditations, make sure to showcase an as-seen-in-logo banner prominently on your website. This is a great way to show potential customers that you are an authority in your field.
6. Use security seals
Security seals are another form of social proof. When visitors see that your website is secure, they are more likely to trust it and make a purchase. This is because they know their personal and financial information will be safe.
Make sure to showcase any security seals or accreditations prominently on your website. This will help to boost customer confidence and encourage conversions.
7. Use customer count
When potential customers see that you have a large number of satisfied customers, they are more likely to convert. This is because they will feel like they are joining a community of happy customers.
You can showcase your customer count in a few different ways. For example, you could feature it prominently on your homepage, or on specific product pages.
8. Use testimonial videos
Videos are a great way to showcase social proof. They are more engaging than written testimonials, and can be more persuasive. When potential customers see happy customers talking about their positive experiences, they are more likely to convert.
Make sure to showcase testimonial videos prominently on your website, and make them easy to find. You could also feature them on specific product pages.
9. Use customer photos
Customer photos are another great way to show social proof. When potential customers see that others are using and enjoying your products, they are more likely to want to use them too.
Make sure to showcase customer photos prominently on your website, and make them easy to find. You could also feature them on specific product pages.
10. Use Google Reviews
Google Reviews are a great way to show social proof. When potential customers see that others have had a positive experience with your brand, they are more likely to convert.
Make sure to showcase Google Reviews prominently on your website, and make them easy to find. You could also feature them on specific product pages.
Social proof is a powerful psychological phenomenon that can be used to boost ecommerce conversions.
There are many different ways to use social proof, but some of the most effective include customer testimonials, social media, influencer marketing, scarcity, logos, security seals, customer count, testimonial videos, customer photos, and Google Reviews.
The takeaway from all of this is that social proof is a powerful tool that can help increase ecommerce conversions. If you're not using it already, definitely consider doing so. It's easy to set up and can really make a difference in your results.