Having a social proof section on your website is one of the most important steps to gaining customer trust and building a successful business. Social proof is any type of content that shows customers that others have had a positive experience with your product or service.
They can come in the form of customer testimonials, reviews, or even case studies, all of which can be used to show that people value your products or services.
Furthermore, social proof will persuade your target markets to buy if your brand positioning is strong enough. Moreover, customers will always prefer to do business with a reputable company, and social proof can help you in establishing a solid reputation in the industry.
What is Social Proof?
One article from Forbes states that a marketing tactic known as “social proof” is based on the idea that individuals are more inclined to take an activity if they observe others doing it.
Before making a choice, customers who are unsure about your product or service frequently research it online to find out what other customers have to say about it.
In a nutshell, social proof is the concept of maximising your social influence to create a trustworthy brand image through user-generated content such as images, videos, live streams, Youtube content, etc.
To show your competitiveness and industry knowledge, engage with followers, affiliations, and collaborations.
Why is Social Proof important?
You sell a product that can solve the problems for your target markets, but if no one knows about it, maybe it will not sell, hence why social proof becomes essential for your business.
For example, reviews from your customers or influencers can help people know your product and its values.
Search Engine Journal says that on average, 77% of internet buyers consider the reviews they read when making a decision. For example, a Yotpo survey conducted earlier this year on the subject of beauty products explicitly discovered that:
- According to 44.7% of women, customer reviews are the main factor in their choice to buy a product from a certain business.
- Friends' recommendations come in second with 44.5%.
Hence, social proof can help your target markets make their decisions.
The Psychology behind the Social Proof section
Psychologist Robert Cialdini writes in his best-selling book Influence, The Psychology of Persuasion through Optinmonster:
“Whether the question is what to do with an empty popcorn box in a movie theatre, how fast to drive on a certain stretch of highway, or how to eat the chicken at a dinner party, the actions of those around us will be important in defining the answer.”
Our brain searches for a mental shortcut that will enable us to decide, pass judgement, or solve a problem fast and with the least amount of mental work when making a buying decision.
In other words, we observe what others are doing or have done in the past to determine what is right. We not only base our purchasing decisions on the opinions of others but nearly everything else we do as well.
Social Proof examples
1. Testimonials
Providing testimonials from potential customers will give a greater level of assurance that the services or products offered by the business are reputable. By showcasing real-life customer experiences, businesses can build trust and credibility with visitors to their websites.
Testimonials can increase 34% more conversions to sales pages. Hence, testimonials provide validation that other people are using and enjoying what they purchased from a brand, which encourages others to do the same.
2. Reviews of your product
A recent study from CXL has shown that 87% of customers rely on online reviews when considering a purchase. This means that reviews are increasingly becoming an essential aspect of any successful website. They provide potential customers with social proof, indicating to them that the product or service is worth investing in.
Reviews can encourage visitors to stay longer on a website and increase their likelihood to make a purchase. Reviews also help to boost the credibility and reliability of a brand as they allow customers to share their experiences with other fellow shoppers.
3. Trust signals
Trust signal as social proof for a website is a concept that can help businesses build customer trust and increase conversion rate. It is based on the idea that people have greater confidence when buying from websites or companies with strong trust signals.
Trust signals are indicators of credibility, such as logos of well-known companies or reviews from reliable customers. For example, it can be formed as trust badges, ISO certifications, etc.
4. Influencer endorsements
Influencer endorsement as social proof for the website is an effective method to boost website traffic and increase conversions.
This type of marketing strategy takes advantage of the credibility associated with influencers on social media, leveraging it to build trust and create a positive impression on potential customers. In addition, by having an influencer recommend their products or services, your businesses can gain more visibility in their target market.
5. Case studies
You can use case studies with in-depth analyses based on facts about your product or service provided to current clients. For businesses that market to other businesses, such as software companies and digital marketing agencies, this can be very useful social proof.
The case study will then analyse the technique you employed and how it resolved your client's issue; after reading this in-depth account of how your brand operates, similar prospective clients and B2B clients may be inspired by your products.
Wrapping Up
Social proof is a powerful tool for businesses and entrepreneurs that enhances customer trust and drives sales. Incorporating social proof into your website can be an effective way to showcase your products, services, and values to potential customers.
However it’s important to remember that social proof needs to be managed carefully, it should focus on quality content, not the number of posts or reviews. VirtualSpirit offers comprehensive solutions for maximising your social proof on your website and creating a strong marketing strategy. Book a call now!
