Why social proof is the conversion king... #79
- Adrian Dionisio - business737 owner
- Sep 11, 2022
- 4 min read
Updated: May 23, 2024
Social proof is evidence that other people have purchased and found value in your business. It shows reasonable and reliable facts. It is an extremely powerful tool for marketing and conversions.
This article will cover the following
Why social proof is important
Why it works
How to use social proof
How to build social proof
Social Proof Examples
1. Why is social proof important
Social proof comes from previous and current customers. It makes any business more trustworthy. Is it especially effective because there is a declining trust in traditional advertising. Nothing is as powerful as the recommendations from the actual people who have used the product / service. There are many reasons why you should use social proof;
Increases Trust
Increases conversions and sales
Comes from peers
Carry more weight than branded messages from businesses themselves
Sets expectations
Increases profitability
Helps business growth
Gives leads a comparison party to weigh themselves against
Reinforces your messaging
Research has shown that people are more likely to engage in an action if other people are doing it. This is why social proof is important and can be a very effective marketing tactic. It builds immediate trust with customers and clients.
2. Why it works
The science behind social proof is simple. It's very easy to understand. The principle is this:
The greater the number of people who find any idea correct, the more the idea will be correct
Research shows we use the actions of others to decide on proper behaviour for ourselves, especially when we view those others as similar to ourselves.
Social proof works because it establishes your credibility in your market. Nobody wants to take chances with their purchases, nobody wants to work with a novice. They want to spend their money, with assurance, with the person or business who they know can deliver the results they need.
People are more likely to take a specific action if they see others doing the same thing. Proof is in the pudding and if you see many people have positive things to say about the pudding, it makes the decision easier.
If a shopper isn't sure about your product or service, they will often look around and see what other people think about your brand before they make a decision. When you go and make a purchase online, do you not look at the reviews and comments of others? This is the power of social proof.
Substantiates your claims.
Establishes your credibility as an industry authority.
Highlights you as a subject-matter expert.
Showcases the results you’ve helped customers and clients gain.
3. How to use social proof
There are so many way to use social proof. Share customers’ love for your product and curate user-generated content. Display testimonials on your website and where possible, mention the size of your customer base. Use social proof on your ad copy and always encourage customers to leave a good rating and feedback. Also explore the possibility of having brand ambassadors. As always, adding emotion will increase efficacy.
Using social influence can be something simple like
Reference from past customers
Highlighting customers' or business names
Telling your customer success stories.
Use phrases such as; “Join the 27,000+ people who have done this.”
Use phrases such as; “so many people ... ”
Use phrases such as; “most businesses in your situation.."
There are 6 general types of social proof
1. Expert
An expert in your industry recommends your business
2. Celebrity
A celebrity endorses your products
3. User
Current users recommend your products and services based on their experiences
4. The wisdom of the crowd
A large group of people is seen to be endorsing your brand.
5. The wisdom of your friends
When people see their friends approve your product.
6. Certification
When you are given a stamp of approval by an authoritative figure in your industry.
The point behind these proofs is to let your visitors know they are not alone in taking this action.
Testimonials, reviews and trust icons can all help customers to make a decision. They have to feel confident about their choice. It helps if they feel a part of something bigger.
Social proof can trigger various emotions that influence customers’ feelings towards their purchase and your business.
From a statistical standpoint, social proof is immensely important. Where possible, always try to include some form of social proof. It can be reviews, testimonials or even social media share buttons.
Sets expectations
Gives leads a comparison party to weigh themselves against
Reinforces your messaging
Substantiates your claims
Another quick way to create social proof is to show gratitude for your user or follower milestones. Reaching milestones is a fun occasion to celebrate and a great time to thank the people who have helped you achieve that.
Here are some of the milestones you can celebrate with your audience:
Reaching X users
Reaching X customers
Reaching X downloads of your app
Reaching X followers on your social media profile
Anniversaries
4. How to build social proof
Use celebrity endorsements
Put your best numbers on display
Display visual proof of your product in action
Give your customers incentives for writing reviews
Create surveys and share the results
Display customer testimonials
Get testimonials from experts in your industry.
Display your wins
Develop a customer referral program
Endorsements from influencers
Media mentions
Trust seals and certifications
Client and customer lists
Popular posts and products
If you don’t have any social proof don’t worry. You can quickly generate social proof. Put what you do on display. Show people your process.
Explain the benefits you provide and the wins people get when they do business with you. Show people that you're credible. It's important to show your face. Although many find this uncomfortable it is necessary, to show you have nothing to hide.
Send requests for reviews after customer purchases
Email customers asking for a testimonial
Use LinkedIn recommendations to build authority
Optimize your website to simplify review submission
Create case studies based on customer experiences
When you make a connection, put your customer first and show appreciation you can easily get customer reviews and testimonials. Make it even easier by excelling at communication and customer service. Get customer feedback and begin to leverage your social proof. It all comes down to building trust (hit this link and read more)
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