Do you wonder why customers sometimes pick your competitors over you? In this blog, we’re going to take a deep dive into how social proof works and give you everything you need to increase conversions with social proof.
Let’s get started!
Have you ever purchased a product after a recommendation from somebody else? Or scrolled to the bottom of the Amazon page to read the reviews before purchasing? If so, you’ve been influenced by social proof.
Here’s some actionable advice so you can begin using social proof for marketing and grow your own business so you’ll be equipped with the knowledge you need to boost your website’s effectiveness.
Why? Because an online testimonial influences 88% of shoppers.
When you’re browsing a landing page and see a testimonial from an industry expert you respect; Whenever you’re cruising a pricing page and seeing that an industry giant is already using the tool; When you sign up for a demo because you see the tool solved the exact problem you have for a similar company, that’s all social proof.
Here are some ways you can add social proof to your website:
- Case studies
Use this if you’re marketing B2B, agency services, etc., showing how you solve a problem and get results.
- Testimonials
Recommendations from happy current customers are GOLD; for maximum impact, keep it skimmable, shortening the testimonial using snippets.
- Reviews
Think of reviews as testimonials’ more objective cousin. Use these for products that are overly technical or in industries that are crowded and highly competitive.
- Data
Data is great to use when you have a lot of experience. Customers served, combined experience, etc. When promoting data, I like to add a dynamic counter to a website.
Combine data with another type of social proof, so you’re saying, “Not only have X people bought our product or service but here’s how much they love it.”
- Trust Icons
Logos and icons are technically social proof, but they lack a bit of the warm fuzzies. I recommend using trust icons on payment processing pages. And ALWAYS make sure your website has a security certificate.
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