An invisible titan of persuasion, social proof is what happens when people see others doing something and think, “Hey, if they’re doing it, it must be legit.”
It’s a concept rooted deep in our psyche, probably dating back to our cave-dwelling ancestors.
Think of it as that very cool friend who always knows everyone – the one who gives you the inside scoop, the inside edge. Social proof is the digital equivalent of the ”popular kids” table in the cafeteria of eCommerce.
Luckily, you don’t need an invite to sit down and become a part of the cool group. We’re your ticket to leveraging social proof when bumping up your conversions and building trust with your customer base.
Today, social proof is seen in online reviews, testimonials, social media shares, and influencer endorsements. These subtle nudges can be the difference between a ”meh” conversion rate and a ”wowza” one.
But how exactly do you squeeze every ounce of value out of social proof? Well, the devil’s in the details, and this article is ready to dive into all of the juicy tips and examples that you can immediately apply.
8 Best Practices For Using Social Proof Effectively
1. Don’t limit product reviews to product pages
The first golden nugget we’re uncovering is the placement of product reviews. At first, you might be thinking, “They’re product reviews; they belong on product pages,” but you’ll be doing yourself a disservice by following that approach.
Displaying product reviews on your homepage (or other key pages) can drive engagement, build trust, and even guide the user journey from the get-go.
If you’re wondering why that works, imagine a new visitor landing on your site. Your homepage is your first chance to impress, to offer a glimpse of what you bring to the table. By showcasing product reviews right there, you immediately shine a spotlight on your crowd-pleasers. You’re proving your value right from the get-go by saying ”Here’s what our customers think.”
It’s also not just about bragging rights; it’s about helping your users. Reviews on the homepage can act like a compass, pointing visitors toward your top-rated products. Instead of aimlessly browsing, they’re given a curated selection of crowd-favorites, making their decision-making process easier and faster.
Take a look at FOCL for an example of this strategy in action. On their homepage, the medicinal CBD retailer integrated a carousel element that prominently displays product-specific reviews written by satisfied customers.
The result? Visitors instantly realize that FOCL can be trusted to deliver quality products. What’s more, they also immediately get a sense of the retailer’s most popular items. It’s a masterstroke of social proof app seamlessly integrated into the user journey.
So, step outside the product-page box. Your reviews deserve a bigger chance.
2. Make sure your Google Business profile is on-point
Google is usually the first port of call for people trying to find out more about your business. A well-curated Google Business Profile gives a positive first impression, and remember, there are no second chances at making a first impression.
But how to make sure your profile is perfectly set up? Well, it’s all about embracing the three C’s: Completeness, Consistency, and Customer interaction.
- Completeness
Fill in every single detail possible – from your physical address and website link to operating hours and more. The more comprehensive, the better. Google loves completeness, and it’s more likely to rank your profile higher in search results.
- Consistency
Keep your information consistent across all platforms. If your business’s opening hours are 9-5 on your website, ensure it’s the same on your Google Business Profile. Mixed messages can lead to customer confusion and damage trust.
- Customer interaction
Your Google Business Profile isn’t just a digital billboard; it’s a two-way street. Regularly respond to reviews (both positive and negative) in a professional and timely manner. This demonstrates your commitment to customer satisfaction and shows you value their opinions. To make this even clearer, you can also embed Google review widget on website. This would make your customer feel heard by your brand.
Don’t forget that Google Reviews, including those on your Shopify store, are a form of social proof themselves. Encourage happy customers to leave a review and add Google Reviews to Shopify.
The more positive reviews and ratings you have, the stronger your social proof and the more likely new customers are to trust your business.
3. Get an expert to validate the market for your product
Getting an industry expert to vouch for your product is a strategy that’s a real game-changer, especially for unconventional or niche products.
Now, you might be wondering, why should I bother roping in an expert when my product is cool enough on its own? Well, for a majority of your potential customers, your product might be venturing into unknown territory. It’s a bit like visiting a foreign country. They need a trusty guide, someone who can navigate the landscape and reassure them that it’s safe to explore further.
When experts vouch for your product, they’re essentially giving it a stamp of legitimacy. They help you convey that your product isn’t just a fancy gimmick but one with a genuine purpose. This seal of approval can be a powerful driver for trust and conversions.
Take, for instance, SomniFix. They sell mouth strips designed to promote nasal breathing – a product that definitely falls into the “not your everyday purchase” category. But they’ve leveraged expert opinion beautifully to reinforce the value and necessity of their product.
They have a testimonial from a professional who justifies the market for their product. This expert talks about the benefits of nasal breathing and the role of Somnifix strips in promoting it. It’s not just a pat on the back for Somnifix. It’s an education session for visitors, enlightening them about the problem and positioning Somnifix as the solution.
4. Incorporate UGC into your product reviews
UGC (user-generated content) isn’t just about letting customers voice their opinions. It’s about letting them show and tell. Imagine a social wall on your website that incorporates customer videos and images directly into your product reviews.
Why? Because seeing is believing! When potential customers see others unboxing your product or deploying it in their homes, it brings your product to life in a way that written reviews can’t match.
UGC’s power lies in allowing customers to not only read about your products but virtually taste them too. It provides an immersive, authentic experience that can tip the scales in favor of a purchase.
Take the renowned cameras retailer GoPro, for example. They’ve nailed the UGC game by integrating customer photos into their product pages. When you’re browsing through an item, you can see real people using it.
There, you can witness how GoPro’s cameras work in various settings and different lighting conditions. You’re not just looking at a product on a shelf; you’re seeing it in the wild, used by real people, just like you.
The result? A more trustworthy shopping experience. You feel more confident in your purchase decision because you’ve seen the product in action, in real life.
5. Do a deep dive with case studies
If you’ve been neglecting case studies, it’s time to reevaluate. Case studies aren’t just about patting yourself on the back. They’re storytelling powerhouses, capable of transforming abstract features and benefits into compelling customer narratives. They’re your chance to showcase how your product or service made a real, tangible difference to a specific client.
So, how do you construct a case study that builds trust and boosts conversions effectively? Here’s the blueprint:
1. Begin with the client’s context
Start by setting the stage. Introduce the client and their context. What challenges were they facing? What prompted them to seek out your product or service? This helps to create a relatable story that your potential customers can connect with.
2. Present your solution
Next, describe your intervention. What product or service did you provide? How was it implemented? This part helps to demonstrate your approach to problem-solving.
3. Describe the results
The meat of your case study lies here. What were the results of your intervention? Use concrete data and metrics to show the positive impact. The more specific you can get, the more credible your case study becomes.
4. Add a testimonial
Finally, include a testimonial from the client. Let them voice their satisfaction in their own words. This adds an authentic human touch to the narrative.
5. Don’t forget about the visuals
Avoid building a case study that looks like a wall of text. Incorporate visuals such as graphs, images, or videos to make it more engaging and digestible.
The key to an effective case study is in the details. It’s not enough to say, “Client X used our product and saw great results.” You need to tell the full story. How did they use your product? What were the ”great results?” A well-constructed customer story gives potential customers a glimpse into the journey they might undergo with your business.
6. Show your product in action
It’s one thing to talk about what your product can do. It’s another to show it doing what it’s supposed to do. This is the classic “show, don’t tell” advice that novelists often get, but believe us, it applies just as well to businesses.
When potential customers see your product in action, it becomes real to them. It’s no longer a concept or a list of features. It’s something tangible – something that works. It gives them a clearer idea of how it could fit into their own lives. Plus, it helps to eliminate any doubts they might have about your product’s functionality.
Consider the medical alert systems company GetSafe, for instance. Health emergencies are all about trust. People don’t blindly trust just any company to keep them safe; they need proof that they’re up to the task. And that’s exactly what GetSafe provides.
On their website, they have videos that show actual emergency calls that they fielded. You hear their staff responding swiftly and professionally to real-life emergencies. You see their system working in real-time, providing the help and security that their customers need. This isn’t just a product demonstration but proof of their commitment to their customers.
7. Promote objectivity with third-party reviews
Unsolicited testimonials found on platforms like Facebook, G2, Trustpilot, TrustRadius, and others, are social-proof superheroes. They’re seen as honest, objective, and unbiased. After all, they’re coming from independent platforms, not your marketing team.
While your on-site reviews are important, potential customers might wonder if they’ve been cherry-picked or even fabricated (trust us, it happens). But third-party reviews add a level of credibility that’s hard to match with any other form of social proof.
The trick is to leverage these third-party reviews on your own site, thereby marrying credibility with visibility.
Take Hootsuite, the social media marketing and management platform, for example. They’ve come up with a creative way to integrate third-party reviews into their site. On their homepage, they have a “What our customers are saying about us” section. But instead of filling this with their own customer testimonials, they’ve embedded reviews from users praising their product.
You see, this kind of praise that’s hard to fake. Plus, by linking directly back to the reviews, they allow visitors to verify the source and even interact with it. It’s a unique and transparent way of incorporating third-party reviews.
8. Product collection pages are ideal for building trust in your brand
A product collection page is essentially a gallery of related products. It’s like a family portrait of all the stars in your lineup. But this type of page isn’t just about convenience; it’s about building momentum for your brand.
When visitors see a page full of high-star ratings, it sends a powerful message: this brand consistently delivers quality.
Each high-star rating is a mini testimonial, a vote of confidence from a satisfied customer. And when you see them all together, it creates an impression of reliability and consistency. It’s like walking into a room full of people singing your praises. That’s hard to ignore, right?
A great example of this approach is Anytime Baseball Supply. They sell all things baseball, from batting cages to pitching mounds. On their site, they have various collection pages that group similar products together. For example, you might find a page dedicated to pitching machines, another to batting tees, and so on.
But here’s the real kicker: Under each product, they display the star rating. So, if you’re browsing through a collection, you’re not just seeing a range of pitching machines. You’re seeing a range of highly-rated pitching machines.
It’s a subtle yet powerful way of saying, “Look at all these happy customers. You could be one of them.”
So, if you’ve been treating your product collection pages as mere catalogs, it’s time to think bigger. They’re not just about showcasing your range; they’re about showcasing your reliability. Each high-star rating is a brick in the wall of trust you’re building around your brand. Use them wisely, and watch your conversions soar.
Conclusion
That was our ride through the landscape of social proof. From incorporating UGC into your reviews to leveraging expert opinions and showcasing third-party reviews, we’ve explored some of the many ways you can foster trust and boost conversions.
The core lesson you need to take from this article is that social proof is more than just a marketing tactic. Social proof is a language. A language your potential customers understand and trust.
Telling your customers what your product does isn’t enough. You need to clearly communicate what your product means to the people who use it.
Whether it’s through star-studded product collection pages or case studies that tell a story, social proof enables you to speak that language fluently.
