Are you struggling to convert potential customers from landing pages into buyers? Even industry experts fail to pull in leads online due to absence of social proof on website. Social proof in marketing plays an important role in convincing customers to buy your offers. It triggers the conformity bias and turns existing customers into repeat buyers. However, many website owners fail to add social proof on their website. In this blog post, we will discuss what is social proof, the importance of social proof and different types of social proof you can use on your website. So, let’s dive in!
According to a report, 88% of customers are more likely to trust a brand with user review and personal recommendations. Similarly, 63% of customers must hear about company claims 3 to 5 times before actually making a purchase. This indicates just how crucial it is to integrate social proof in your marketing strategy. [1]
We have all been under the influence of social proof in one way or the other. Recall the time when you sifted through all the buyer reviews and ratings before buying anything.
Social proof is a psychological phenomenon where people tend to conform to the actions of others. Usually, when people learn about other’s experiences they try to reflect upon it and correct behavior in a given situation.
Social Proof creates an influence on our actions and opinions. Social proof is very helpful in uncertain situations where individuals lack their own information or confidence to make a decision.
There are many forms of social proof including word-of-mouth endorsements from friends and family, testimonials, celebrity endorsements, and social media reach.
In marketing, social proof refers to the use of evidence of others’ actions and beliefs to persuade and influence potential customers. Marketing is all about highlighting a particular offering to get brand awareness boost, engagement and conversions. Social Proof marketing strategy is based on the idea that people are more likely to trust and follow the behavior of others in their purchasing decisions.
Marketers can leverage social proof by showcasing customer reviews, testimonials, and ratings, displaying social media followers, or using influencer endorsements.
The goal is to create the perception that a product or service is popular, trustworthy, and credible, thereby increasing the perceived value and likelihood of purchase by potential customers.
Here is how social proof works to elevate your marketing strategy:
- Bandwagon Effect: Humans exhibit a “herd behavior” where they follow anything that is positively impacting the lives of others. Social proof triggers this conformity bias leading to herd behavior, which creates a bandwagon effect, where buyers are more likely to buy an offering which is previously loved by others.
- Competitive Differentiation: Social proof sets you apart from the crowd. It establishes you as an entity the common public can trust with their problems, wants, desires and needs.
- Effective Messengers: There is a difference between social proof messages vs general messages. Social proofs act as a messenger speaking in your favor more directly and genuinely.
Including social proof on your website can help establish trust, credibility, and a positive reputation for your brand, ultimately leading to increased conversion rates and customer loyalty.
There are several reasons why you might want to add social proof to your website:
Builds Trust:
Answer this: “Are you more likely to trust a brand with 4 5-star reviews vs a brand with 100 4.8 star reviews?” Chances are that you will like to trust a brand with more social proofs as compared to a brand which has less social proofs. By showcasing positive customer experiences and reviews, you can build trust with potential customers and reduce their skepticism about your product or service.
Boosts Credibility:
Every time you go online to make a purchase, the first thing that you seek is buying from a brand with good credibility. With so much fraud happening everyday, social proof filters a brand from the crowd of mistrusted names. Social proof helps establish your brand as credible and trustworthy, making it more likely that visitors will become customers.
Increases Conversion Rates:
As discussed above, customers are more likely to buy from a brand which displays some reviews as compared to a brand with no reviews or social proof. Including social proof on your website can help increase conversion rates by reassuring visitors that your product or service is of high quality and has been positively received by others.
Supports Decision Making:
Social proof often helps potential buyers compare and identify a reputed brand from a given set of options. It can serve as a decision-making aid, as visitors are more likely to trust the opinions of others when they are unsure about a product or service.
Also Read: Customer Buying Guide: How Consumers Make Buying Decisions?
An example of how social proof can help in convincing customers is by displaying customer reviews and ratings on a product page.
For instance, imagine a person is considering purchasing a new camera and visits the website of a camera retailer.
On the product page, the person sees that the camera has received high ratings from other customers, with many of them leaving positive comments about the product’s quality and ease of use.
This social proof serves as a strong influence on the person’s purchasing decision, as they are more likely to trust the opinions of others who have already used the product.
They may also feel more confident in their decision, knowing that many other customers have had positive experiences with the camera.
This, in turn, increases the likelihood that the person will make a purchase, as they are now more confident in the quality and value of the product.
In this way, social proof can play a powerful role in convincing customers and increasing conversion rates.
Also Read: 11 Useful Tips for Writing Content for Website
These types of social proof can be used in combination to create a powerful impact on potential customers and increase conversion rates. It’s important to choose the right types of social proof that align with your brand and target audience to maximize their effectiveness.
There are several common types of social proof that can be found on websites, including:
Customer reviews and ratings:
Displaying customer ratings and reviews can help build trust and credibility with potential customers. Undoubtedly, reviews are valuable sources of social proof. The first thing customers check before deciding whether to buy a product or service is the user reviews and ratings. Customers want to see whether the product or service claims are actually as beneficial as the claims. You can add customer reviews and ratings on your website strategically. For example, a recommended method to collect product page customer reviews is to send a direct email to your buyer. In the email, ask them to share their experience and feedback on your website. You can also add a link in the email for faster response.
Pro Tip: Save time on Review Editing.
Ask AI To Write a Polished Review or Testimonial based on existing user ratings.
Testimonials:
If you get reviews from high-ticket clients, try to display their reviews as testimonials on your website. Written or video testimonials from satisfied customers can provide powerful social proof and help potential customers see the value of a product or service. Adding simple quotation marks before and after a user statement creates a stronger impression on the readers. You can also add your response to testimonials if you sell service or products to many customers. This helps in portraying your brand as a responsive and caring brand.
Here is the difference between the messaging of your claims vs the messaging of testimonials
| Brand Message (Cliche and Boring) | Testimonial Message (Compelling Social Proof) |
| #1 Solution Provider | “Amazing! So helpful and streamlines my work. Saves me so much time!” |
| Cutting edge technology | “I am in love with this technology. It’s amazing how it has transformed my workflow. Keep rocking!” |
| One Stop Solution | “Getting all my needs met from a single brand is helping me save so much time! I have tried so many agencies but nothing comes closer to this company.” |
Tips to Add Testimonials on Website:
- Include keyword-centric testimonials wherever possible
- Make every page testimonial page rather than dedicating one page to testimonials
- Add video testimonials whenever possible
- Add a reply to reviews and testimonials for brand trust building
Also Read: Video Script: Basic Elements and Steps to Write It
User Counts and Statistics:
Numbers are scroll-stoppers – especially when they are followed with a % or $ symbols. You can turn the power of numbers and symbols in your favor by adding user counts and statistics on your website. Showcasing the number of users, subscribers, or customers can demonstrate the popularity and success of a product or service. Most advanced and modern website templates come with pre-built sections for user counts and statistics. All you have to do is tweak the numbers and descriptions depending upon your brand’s performance. Here are some common types of user counts and statistics you can add as social proof on website:
- Years of experience/Years in Business
- Combines Team Experience in Years
- Number of Satisfied Customers
- Number of Projects Completed So Far
- Total number of hours or money you saved for customers
- ROI and Profits
Influencer Endorsements:
Influencer culture is the modern-age social proof necessary for every brand and website in digital space. Endorsements from well-known influencers can add credibility and increase the perceived value of a product or service. For example, if you are in a writing business, you can connect with popular digital marketing professionals online and ask them to try your services in exchange for positive reviews and endorsements.
Conclusion
Social proof on website plays an important role in convincing customers to buy your offering. There are many forms of social proof such as positive media exposure, endorsements, reviews and ratings. Choose a social proof type that best aligns with your marketing objectives.
References:
[1] Social Proof Statistics – OptinMonster
