All the people have this biological need to be a part of a group. Moreover, we make decisions based on commonly-accepted behavior or by someones recommendation.
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This is how we operate, and it applies to consumer behavior for purchasing decisions, too.
In a nutshell: people are buying what others are buying.
And how this information can help your business grow? The answer is simple: you need to add social proof
First off, what is social proof?
Social proof is the psychological and social phenomenom that our own behavior is impacted by the influence of the actions, attitudes, and beliefs of other people (online or in-person).”
Social proof helps us decide
Social proof examples are all around us:
Few of your friends have posted a good review of a new place in your town and you think “Hmmm, I should check it out”.
The small popup in the corner of your screen showing those who signed up or purchased something might make you think, “Well, I should do it too!”
By the way, this popup can be easily added to your website using Proof, which increases conversion by at least 10%.
Usually, we don’t even realize that our decision was based on social proof and that’s why it’s so powerful conversion tool. There are few categories of commonly used social proof tactics ?
The 5 Main Categories of Social Proof
People value the opinions of thought-leaders and industry experts on their respective domain. Think about how certifications and badges on websites make you trust a retailer a little bit more.
This type of social proof often correlates directly with the way we traditionally view “influencers.” People often have a stronger desire for a product if they see it worn or used by their favorite celebrity.
This type of social proof involves responses and reactions to products or services by those who have bought them. A common example would be user-generated content or reviews of a product or service hosted online.
4. Wisdom of Crowds
People don’t want to be left out or left behind! This type of social proof involves buyers making purchases because it seems like everyone else is doing it…
5. Wisdom of Family & Friends
People trust the opinions of their friends, family, and loved ones. They are likely to make purchasing decisions based on their actions and input.
Businesses use these categories in different types: by promoting user reviews, publishing testimonials, showing real-time customer activity notifications , feature certifications or badges on their website.
If you don’t use social proof, you’re leaving money on the table.
How to add social proof to your website?
1. Add testimonials/reviews
When we don’t have a friend or relative, who used a product we are thinking of, we start searching reviews online from other people.
It can’t be denied, user-generated reviews are an important part of your marketing.
A recent study shows that “85% of consumers trust online reviews as much as personal recommendations, up from 84% in 2016.”
2. Let users leave a review
It can be done by just enabling commenting feature in your CMS. And you can use widgets like Disqus on your landing pages.
3. Proof your expertise
By showcasing your certificates, badges and mentions on mass media.
4. Add customers activity notifications
Install real-time customer activity notifications ? on your website in less than 5 minutes with no coding and let your existing customers sell for you.
Social proof was working in trading for centuries, it’s our natural behavior and now it’s a necessary part of your digital marketing strategy.
What type of social proof do you think is the most powerful? Leave a comment below!