Hope you are staying home and safe. While you are spending days in quarantine regime and hopefully hustling on your business, you may want to read a short article about social proof. I thought that it would be a help to share valuable information to keep you engaged in eCommerce resources in the coronavirus outbreak.
Now, if we come back to our topic…
There are times I find myself eating meals at food spots that I have never been to. Because I see many people are in that place, I think that, well, “if the restaurant doesn’t offer good meals, then there wouldn’t be that many people.”
In social psychology, it is called conformity. In its simplest explanation, conformity occurs when a person wants to match the attitudes, beliefs, or behavior to fit the like-minded groups.
First coined by Robert Cialdini, social proof is one type of conformity. It’s copying others’ actions; when a person is unable to determine the right behavior in the given situation, he or she relies on knowledge of people surrounding them. It is the assumption that those people have a better knowledge of action in that situation.
How can you apply conformity – social proof to your electronic commerce business strategies to boost sales and conversions?
Stay tuned; I will share social proof examples to use in your marketing strategies.
Let’s get started.
Social Proof Examples: Reviews
Reviews are a conventional and common social proof method. When customers want to know the credibility of a brand, the first thing they do is look for the reviews. Either it’s a product or a brand itself, testimonials, and reviews – other people’s thoughts matter for building trust.
Brand reviews are so essential to build, at the same risk to get because they can damage a business’s overall reputation. While a bad product review can cause a reduction in sales for that product, brand reviews can cause a dramatic loss of customers. Trustpilot is one of the famous platforms for submitting and finding consumer reviews. Each month consumers post about 1 million reviews about businesses around the globe. Make sure you get satisfactory reviews on the Trustpilot because it may be the first destination consumers will go to know more about your business. So, if you are confident enough about what you are doing in your business, feel free to create an account for free on Trustpilot. It is worthy to note that Trustpilot has stringent rules and restrictions about submitting reviews; thus, fake reviews are not accepted.
This is another example of social proof. Product reviews can cause a huge increase or decrease in further sales. You can encourage your customers to post a review of your product in several ways.
- Ask directly after a purchase
- Automate the ask
- Personalize the ask
- Offer an incentive (i.e., 5% discount for next purchase), etc.
We all know that it is way too easy to post a fake review on your product. You can post hundreds of positive reviews on your product. However, I would advise you to avoid fake reviews to prevent destroying trust for two reasons. Firstly, fake comments can be detected if one pays attention to. Thus it damages brand image. Secondly, the positive reviews you write for your products can look too good to be true. If customers catch you for fake comments, the best thing you wish would be losing them. The angry customers can rate your brand on Trustpilot or other business review platforms complaining about fraudulent.
People tend to believe in experts – ones that are knowledgeable in the specific topic. For that reason, it is wise to invite experts to talk about your brand or a particular product to demonstrate social proof.
There are dozens of social media tools to demonstrate social proof to your consumers. For instance, as Buffer suggests, you can invite or collaborate experts for an event on your social media to talk about your product and service, or conduct Q&A sessions, etc.
For more examples and tips, you can check out Buffer’s blog about the use of social media for social proof. They have done great work on offering the best social media management tools to help businesses improve brand image and increase engagement. Also, Buffer has invaluable resources on the use of social media as a part of marketing strategy.
Just saying that your product or service is excellent doesn’t work for consumers. They need to have evidence that other people have used and benefited from your product.
There are several ways to have testimonials to show social proof.
- Your customers
- Brand partners
You can ask your loyal customers who have several purchases history on your data to provide positive information or their experiences. Or, it would be a great idea to offer discounts of promo codes to those who post testimonials.
Experts sharing their knowledge about your brand, product, and service is another way to demonstrate credibility. They would provide a data-driven analysis or real-life usage of your product. As an example, a credible fashion blogger can speak about the authenticity of your clothing brand, or famous lab-testers can unbox your gadget on their YouTube channels.
There are many ways to show an expert’s review. You can add experts’ insights on the testimonials section or on a separate page designed for it. Also, if it’s a YouTube review video for a particular product, it would be great if you add it to the product’s page.
Your brand partners can also share their impressions and involvement with your company. It would be great if they share the experience of how it’s like to have a partnership with you. For instance, how you create value for your product or service, or how you care about your customers and alike. All this information indicates that your brand is doing a great job and effort on the backstage as well.
Just make sure that you have corresponding pictures of the reviewers, their relation to your brand, and, if related, their profession.
Social Proof Notifications
What is good about these notifications is that they can always appear on the page. Visitors don’t have to lose time searching for the brand trust that keeps them from going to the checkout process. For this, you can fully trust, and put your eCommerce business into the hands of Nextsale to prevent card abandonment.
Nextsale offers social proof, urgency, SMS marketing, and lead generation notifications, popups, and promo bars.
Nextsale social proof notifications show the following information to visitors:
- Activity popups
- Sales popups
Activity popups demonstrate how many people were recently online on the current page; simply, it shows the visitors count.
Similarly, sales popups show how many people have bought a particular product or service.
These popups mirror the wisdom of the crowd techniques that are widely used in marketing to increase sales. As I wrote above, psychologically, people tend to trust others sharing similar interests and tastes. People tend to trust the demonstrated numbers of sales and activities because they think that those buyers have more knowledge and experience. For this reason, Nextsale is a great deal to show brand trust for newcomers.
Sometimes general silliness and laziness are good but try not to overdo it while you #stayhome. What I think is that the quarantine days is a great opportunity to work more on your business. So, when this long night ends, you will be ready to rock the sales!
Stay safe, Nextsale wish you health and all the best!