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Boost Website Conversions with Social Proof

Ben Arledge
Dec 11, 2019 · 5 min read

So, what is Social Proof exactly?

The social evidence in a marketing context shows that a product or service offered by a company has been purchased and found worth other people. Because it is most likely that people buy a product that others buy (the bandwagon effect), social evidence can be used to increase actions by showing consumers how much a product or service is common.

On the internet, social proof can take many forms, including customer reviews, client lists and quantifiable information (“More than 50,000 downloads!”). It includes: All these different tactics help build confidence, transmit value and enhance conversions.

Why is Social Proof Important?

For a number of reasons, social evidence may be an effective marketing tactic.

A bandwagon effect, a social psychology concept, is the most basic motivator behind social evidence, which says that if others do, people are more likely to engage in action. If more than two million people have bought and enjoyed a book, for instance, the wisdom of the crowd dictates that you are probably also going to enjoy it.

This means that many people have bought a product (“Over 20,000 copies sold!”) or many help the company (“Over one million happy customers!”), because they are using this form of social evidence. Another way to transmit social evidence can be the prominent display of social media followers counts. Because numbers such as these are often difficult to verify and easily fake, it depends on the trust the customer has in the company. SuperProof is one app that can social proof all your content in one place.

A further advantage of social evidence is that it can help to communicate confidence. Trust is an essential factor in the online conversion of customers, because it is a major hurdle for customers to overcome to provide a credit card number for an unknown web company. Showing potential customers that many satisfied customers have through user reviews and reviews helps to build a confidence in the legitimacy and confidence of a business.

Finally, social evidence can also be used to convey authority in online marketing. For instance, a buyer could find a report from an industry expert more convincing than 100 reviews from average individuals. Another way to prove both social proof and authority can be displaying customer logos of big name customers. If many of the world’s leading companies use a service, it will probably work logically.

Social evidence works by using the basic human instinct to track others’ actions, build trust and credibility and reduce barriers to online shopping.

Examples of Social Proof

There are several different types of social evidence, depending on the product or service, which can be used to boost conversion rates.

  • Customer Case Studies
  • Reviews or feedback from customers
  • Revisions on websites outside the EU, such as Yelp or Google
  • Seals of approval from respected organizations
  • Number of followers on social media
  • Comparative Sharing buttons with share numbers
  • Company name and logos; · Customer case study
  • Company name, and well respected brands
  • Industrial and social evidence expert’s testimonials

The many forms of social evidence available are just some examples of this. The industry can rely on the types of social evidence you give. For example, a number of purchases or customer reviews could appear at e-commerce websites, and a B2B company could list business customers or customer reports. Media companies can view readership or subscriber numbers while a travel company can show booking numbers.

Any impressive measurement can serve as a social proof, including number of downloads, number of e-mail users or even number of social network shares. The more trustworthy the evidence, the stronger your social proof is.

Using SuperProof to Increase Conversations

As social evidence is such an important psychological factor, it is an excellent test item for conversion across your site and on your landing sites. Try adding social proof elements on your main pages as part of your product or service’s value proposition. You can also play with the integration of social data into your calls for action, for example: “Collect more than 10,000 advertisers from our culture.” In A/B testing, a comparison is made of two different versions of the same page, and statistical data are used to determine which version of the page has a statistically significant conversion rate difference.

It is easy to create modifications of your landing or homepages and to start incorporation of social evidence into your site with A/B testing software like Optimizely.

Leveraging Social Proof

Proactive companies will take advantage of positive social facts. Show it on your web page, maybe on a dedicated comment page if you receive a spectacular review on Yelp or another website, or even if you receive a physical copy. You will ideally provide a connection to the original testimony.

Consider sharing it on one or all of your social media platforms, whether Facebook, Twitter or Instagram. If it’s a particularly good one. Beware: This is not something that you want to overdo and consider vain or desperate. You might consider replying or sharing your message if the kind words are direct to your social media account, so your fans or followers can see that too.

Take into account also the use in advertising of different social facts. Maybe you can show this prominently in your website or on advertising material if you have a great result on Yelp. The same applies to the number of followers the company has on Facebook or Twitter.

In contrast to anything seen during the pre-digital era, social media offers individual customers the megaphone for a more striking and laudable form of social evidence. It is up to you whether this is good or bad.

Why SuperProof Works

Studies show that when shown with proof that people have done something, others are more likely to do it too. Social evidence makes your business more likely to be sponsored by people. Finding others in the same group, particularly like-minded people, creates an immediate trust in people who have not yet been customer and shows that your company provides quality servicing. After all, how many people would like to be fans of something that others like? This is particularly the case if social evidence is reviewed. An online testimony that praises the virtues of your company and helps to complement the word of mouth. A positive review could well lead potential customers to divide their money. Many companies are now developing word-of-mouth marketing campaigns to supplement their testimonials online.

A total of 27% of people that look for local information are actually looking for reviews about that particular store. An eye-popping 91% of 18–34-year-olds trust online reviews as much as personal recommendations. In today’s world, customers will be flooded with choice, and reviews are a convenient tool for influencing their choice.

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