Did you know that reviews or testimonials can increase conversions on sales pages by 34%? And 50% of consumers visit a company’s website after reading a positive review, which is one step closer to the checkout page.
This shows that social proof is a powerful resource that any company should take advantage of to grow their brand.
On that note, let’s take a look at 6 ways to use social proof to increase conversions and get more sales for your business. But first, let’s explain what social proof is.
What Is Social Proof?
Social proof comes from the idea that people copy the actions of the masses. It’s a good tactic for marketers to optimize conversion rates and boost sales. That’s because people tend to trust their peers rather than the brand itself.
Reading positive reviews from other customers can encourage people to make a purchase. For example, you wouldn’t buy a weight loss program if no one had lost weight partaking in it.
Customers feel safe knowing that other people are voting for the product or service and have tried it themselves. If they get results, so will you, right?
Studies show that 92% of online consumers look at product reviews before making a purchase. So yeah, people are looking for proof from others, not just the product copy you write yourself to get people to buy from you.
Ways to Use Social Proof to Increase Conversions
The question isn’t whether or not social proof will help you boost conversions, but rather which type of social proof you should use?
That said, you can start by leveraging 6 types of social proof:
- Customer reviews
- Celebrity endorsements
- Case studies
- Media Mentions
Now, let’s break it down and look closer at using these to increase conversions next.
1. Customer Reviews
The most common and utilized type of social proof is customer reviews. Like mentioned initially, using testimonials on your website can increase conversions by 34%. And as many as 91% of millennials trust reviews as much as recommendations from family and friends.
That’s why big brands like Amazon, Walmart, and Best Buy show customer testimonials for each product on their sites.
So, do as the leading brands and proudly add customer reviews to your site and social media profiles. You can use software like OptinMonster, Freshbooks, TrustPulse, or Smash Balloon to easily do this.
2. Celebrity Endorsements
Celebrity or influencer endorsements can be a very effective form of social proof. Depending on the brand, companies may use paid or natural endorsements.
Whether you get influencers to naturally endorse your products and services or pay them to do so, it’s vital to use influencers in your target niche. In other words, it has to be a celebrity to the people who use your product or service for it to be effective.
In addition, you can also use experts in your niche as influencers. These could be individual people but could also be recognizable brands or clients you’ve collaborated with.
3. Case Studies
Case studies are an excellent way of building trust and winning customers over. They are real-life examples of businesses solving a problem, which makes them powerful.
Typically, case studies are a more formal way of social proof. They are often used to provide high authority proof.
Prospects get to read long, in-depth user reviews or success stories from customers already using the product. And they often combine personal and business accounts with hard facts and data.
A good way of leveraging case studies as social proof is to dedicate a section on your website where you add customer success stories. Besides, you can also use them in direct marketing and post them on social media.
56% of social media users experience FOMO (Fear of Missing Out). FOMO is a form of social anxiety that many brands use to increase conversions and get people to purchase their products.
Showcasing the approval from large groups or crowds of people creates trust and urgency to have what they have. It plays on the emotions of group psychology; if all of these people love this product, it must be good, right?
The emotional power of big crowds is also used to showcase the number of email subscribers on a mailing list. It shows potential subscribers that they might be missing out on valuable information if they don’t subscribe.
Creating social proof by displaying your certifications is another excellent way of boosting conversions.
For instance, if your company has earned recognized certifications or accreditations, you should showcase them on your website. It shows that you are skilled within your area of expertise.
Many certifying and accrediting organizations have badges or logos that you can upload to your website to build trust and credibility.
6. Media Mentions
Has your brand or company ever been mentioned in the media? With media, I mean magazine features, podcast interviews, TV segments, or unsolicited reviews.
Media mentions can help boost conversions since more people get their eyes on your product. It helps spread awareness about your company and what you have to offer. And the more credible the media channel is, the easier it is for people to trust your brand.
So if possible, you should take excerpts from these media mentions and paste them on your website to establish authority.
Over to You
And there you have it! Social proof is about providing a way for customers to shout your praises. This will create trust and help you increase conversions and sales.
Remember that social proof isn’t only what shows up on your website but also word of mouth. Many people will recommend your company to friends and family after having a good experience, so make sure to give it to them.