When it comes to your website, the ultimate goal for any business is to guide a user towards buying something. While there are several strategies to achieve significant website conversions, one of the most effective is social proof. It makes sense that people are more likely to trust each other before trusting a business (because they know a business’ ultimate aim is to sell them something). So, by letting a customer’s positive experience speak for your business, you get the best of both worlds – effective marketing communication, told in an authentic and trustworthy way. In this blog, we’ll delve into the power of social proof, and explore a few different ways of using it strategically to enhance your website’s performance.
What is social proof
Simply put, social proof is a psychological phenomenon we’re all guilty of. Why spend the time and energy it takes to make an informed decision, when you can look at the outcomes of fifty similar choices and their outcomes – and let that information guide you. In the context of digital marketing, a social proof strategy literally allows you to influence consumer behaviour, by showcasing the positive experience other people have had with your business – without you ever ‘pushing’ your product or service.
“Social proof is as simple as it is effective. Rather than trusting our knowledge or instincts, we look to other people and their experience to guide our own choice.” Tony Harvey, Digital Marketing Specialist, Pixeld.
Social proof and conversions
Human beings inherently strive to fit in and be accepted. We’re also scared of looking foolish by making a mistake no one else has made, which is why social proof is so effective in marketing. Considering that 95% of online consumers read reviews before they shop, social proofing in any form is a seriously effective tool for conversion.
“Social proofing often trumps a consumer’s own desktop research. People think – ‘I see that these 50 people loved this product. I assume they’ve done their own research, so I’ll just save myself the effort and go with the same option. It’s the 50-people-can’t-be-wrong mentality”, says Tony.
Social proof relies on a single key factor – trust. Over the years, certain brands have made promises they haven’t kept, offered things they didn’t end up giving us and generally misled us just to make a sale. “We’ve removed our trust from many brands and instead looked to our fellow consumers. It’s easier for us to relate to each other over brands. People go through the same issues, they’re looking for similar things. Whereas brands can have veiled intentions – so they can seem less trustworthy to us”, says Tony.
A website full of positive customer experiences is solid gold when it comes to conversions – it doesn’t just help to push a customer down the funnel (towards repeat sales) but encourages them to connect with your brand quicker because so many other people have already done the same.
There’s no doubt that social proof is effective. But how do we get as much out of our customers’ positive experiences as possible? Let’s look at the different forms of social proof and how you can apply them to your marketing and communication.
Implementing social proof into your marketing
“We’ve all heard of testimonials in marketing, but most people don’t realise that social proof is actually the entire foundation of influencer marketing.” Says Tony.
Here’s how to implement social proof into your communication, to make your website a hub of positive customer experiences –
Customer reviews and testimonials
Customer reviews and testimonials are the most common form of social proof. Positive feedback from real customers gives potential customers powerful validation of your product or service. You can leverage these by displaying your customer reviews and testimonials on key pages of your website, including –
- The Homepage
- The product pages
- The FAQ page
- The checkout pages
To maximise their effectiveness, make sure you only use genuine testimonials with as much detail as possible.
Case studies
Case studies allow a look into someone’s experience of your business, allowing deeper, more authentic insight into your product or service. Case studies are especially effective in business-to-business (B2B) marketing, or spaces where decision-makers require some form of evidence of effectiveness before committing to a purchase.
Pro tip – The best case studies are as detailed as possible and directly highlight how your product or service benefited a customer. Try to include quantifiable results and quotes from the clients, or better yet, write the case study from their point of view – this will give consumers front row seats to your customer experience.
Social media proof
Likes, shares, comments, and followers are ultimately social proof points, too. These types of metrics become indicators of your brand’s popularity and reliability. The best social media offers customers the chance to engage at every opportunity.
Pro tip – Ask your audience how they feel about something happening in their world, ask them to comment about their experience of your product or service, or even what issues they’re experiencing that you may be able to solve. These engagements build authentic connections that every other potential customer can see.
It’s worth mentioning that although likes, shares, comments, and followers are flattering, they are not an exact indication that your product or service is highly regarded. “Those kinds of metrics are great for brand affiliation and recognition, but the real social proof is found in the communication where consumers speak directly (and positively) about their experience of the product or service in particular”, says Tony.
Influencer endorsements
Collaborating with influencers who have a significant following can be a game-changer for many businesses. Influencers lend credibility to your brand and encourage their followers to follow suit. However, they can be very expensive, and the credibility of their endorsement relies on that influencer remaining in a positive light in the public’s eyes. In many cases, brands have run endorsements with influencers and celebrities who have then acted unprofessionally (and in some cases unlawfully). Unfortunately, as the influencer falls from grace – so too does the brand they were affiliated with.
Pro tip – It’s important that businesses partner with influencers who align with their brand values. The best endorsements don’t feel like endorsements. Make sure the influencer is speaking about your brand in a way that feels natural to them. This will make the endorsement feel authentic, which will make it more effective in terms of return on investment.
User-generated content
Encouraging customers to create content featuring your products can be incredibly persuasive and effective. You might ask them to post photos and videos, and even incentivise them to do so. User-generated content creates a great sense of community around your brand, and is the perfect content to display on your website and social media platforms.
Certifications and badges
Displaying certifications, awards, and badges from reputable organisations also serves as a significantly effective form of social proof. These accolades are symbols of trust and authority, reassuring potential customers about your product’s quality and reliability. In the same way, you should highlight any certifications, awards, or badges your brand has received on your website and create social media posts about any new award you may win.
Pro tip – Remember, it’s not a brag – speak about these achievements as proof to potential customers of how much better their experience will be when they choose your business.
The proof is in the website
Incorporating social proof across your communication is a powerful way to boost website conversions and create more loyal customers. It’s a strategy that helps build trust, and reduces uncertainty in the minds of customers – all while enhancing your credibility.
As digital marketing specialists, we’re well-versed in the impact social proof can have on website conversions. While the insights in this article are a really useful kickstarter for any business looking to harness the power of social proof, the best way to implement strategic messaging like this into your marketing communication is by partnering with us over time. So get in touch with us today to supercharge your website conversions using a social proof strategy.
