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As consumers become more skeptical about the constant sales claims they’re bombarded with day after day, many are tuning out the hype and turning to customer feedback when making purchase decisions. Whether through reviews and testimonials, case studies, a company’s social media presence, or by requesting recommendations, real-life customer experiences and insights carry a lot of weight during the buyer journey.
In marketing circles, this is known as ‘social proof.’
Social proof describes a psychological phenomenon that is triggered when a potential customer is uncertain about a product or service and is looking for confirmation that they’re about to make a smart, safe buying decision.
In the e-commerce space, social proof is essential. With the absence of a brick-and-mortar business, in-market audiences must rely on past purchasers for guidance, product praise, recommendations, or warnings. In this way, social proof is like word-of-mouth advertising on steroids, where just a few minutes of research can make or break immediate or future sales.
What Is Social Proof in Marketing?
Social proof is a relatively new term popularized by Robert Cialdini in his 1984 book Influence: The Psychology of Persuasion. It’s the process of mitigating purchase risk by turning to others for validation.
By incorporating a social proof strategy into your marketing plans, you’re providing easy access to this valuable validation. Done correctly, social proof increases consumer trust, builds credibility, and can even foster a sense of community around your brand—activities that can ultimately increase conversion rates, sales, and market share.
Types of Social Proof That Drive E-Commerce Conversions
Wondering what kind of social proof works in e-commerce? You might already be sitting on a goldmine of validation tactics ready to help you transform hesitant viewers into engaged and contented buyers. Let’s take a look at some of the best ways to showcase your brand’s value through the actions and opinions of past purchasers.
1) Customer Reviews and Ratings
Past purchaser experiences and associated feedback can quickly become the cornerstone of an in-market customer’s next steps. A solid number of 4- and 5-star ratings accompanied by glowing reviews help ensure customers proceed to checkout.
Some of the best ways to leverage customer reviews and testimonials are as follows:
Display ratings and comments prominently on your website and product pages. And if someone has produced a video about a positive experience with your company or products, give this content top website billing. By drawing attention to positive customer feedback, you foster authenticity and build credibility.
Monitor and respond to new reviews thoughtfully. Research shows that when consumers’ feedback is acknowledged and praised, others are more likely to chime in.
Automate review requests with review management software. These platforms automatically send customized review requests that help you optimize positive feedback across Google, Facebook, and Amazon.
Be sure to keep reviews and testimonials up to date to avoid outdated information that can compromise purchaser intent.
2) User-generated Content (UGC) and Social Media Mentions
Make the most of your Instagram, Facebook, and other social media platforms by sharing user-generated content (UGC). By showcasing posts, mentions, photos, and videos created by people who are not paid to endorse your products, you’re demonstrating authenticity and showing that your brand can be trusted.
Here are some tips for making the most of these opportunities:
Leverage UGC by running campaigns, incentives, contests, or challenges that persuade other customers to share their positive experiences. Get creative. Ensure your approach is brand-aligned, and find meaningful ways to elicit customer buy-in so that others will want to follow suit.
3) Influencer Endorsements and Testimonials
Today’s influencers can have a tremendous impact on social proof. They’ve already established a committed following and enjoy enormous reach. A recommendation by an influencer feels more personal and relatable than a standard ad or promotion, and it can do wonders for your reputation and sales.
Things to bear in mind when embarking on influencer partnerships:
Ensure their brand is the right fit for your niche to avoid consumer confusion or disingenuous messaging.
Make effective use of your budget by choosing a micro-influencer (someone with a smaller, more niche audience with high trust). This type of partnership can impart a more genuine feel, prompting audiences to pay attention and potentially invest in your product.
4) “Bestseller” Badges, Real-Time Purchases, and Trust Icons
People buy things other people buy. By indicating the products that sell the most, the fastest, and that provide the most value to past purchasers, you can make an instant connection with a potential buyer. Bestseller badges, real-time purchases, and recognizable trust icons all play a powerful role in showcasing social proof.
Here’s how each can elevate your reputation and drive more conversions:
“Bestseller” badges can elicit instant buyer confidence by signaling that a product is popular and reliable. Display these banners on product pages to attract attention, combine them with positive reviews to increase buyer trust, and place them on your checkout page to solidify customer confidence.
Real-time purchase pop-ups signal your brand is in high demand. They also create a valuable sense of urgency. By running these alerts on product pages during traffic surges, you can reach more people who won’t want to risk missing out.
Trust icons with recognizable logos (think certifications and affiliate brands) help reassure potential customers. Place a collection of icons in a “trust box” on your homepage for instant credibility. Also, place icons near purchase buttons, sign-up forms, and other calls-to-action, as well as your website’s footer for top-to-bottom proof of your expertise, product quality, industry affiliations, and reliability.
The Key to Success With Social Proof Is in Avoiding Fake Content
Consumers can easily spot fake reviews and overhyped content, so authenticity matters. With 54% of customers stating they would never purchase a product where reviews appear to be manufactured, attempting to stage excitement can result in lost sales and a tarnished reputation. Always use verified reviews and show a mix of experiences to build trust and confidence among your target audience.
Word-Of-Mouth Is Still the Best Form of Advertising
Most consumers look for and trust social proof when making purchasing decisions. Leveraging social proof in the e-commerce space builds trust and credibility and can be a powerful driver of sales.
For help developing a brand-aligned system aimed at collecting and showcasing social proof, consult our specialized team. GoEpps offers expertise in social audience growth, reputation management, and more, helping you build brand awareness, reach new audiences, and achieve your marketing goals.
