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Picture that: You have two options to buy your favorite stuff from. One store is the customer's all-time favorite, with many reviews and user testimonials listed on their website. The other store contains no reviews and ratings at all.
If you chose the first option, you're not alone!
It is the human psyche to trust options that are backed by other people's reviews. In other words, we feel confident when we see other like-minded people spending money on products we're planning to buy.
The science of psychology forms the foundation of digital marketing.
Research also suggests that more than 92% of customers read reviews before they purchase anything online. Also, 47% of buyers only trust brands that are rated 4+ by other customers.
Despite social proof is such an essential metric, only a few businesses have an effective social proof marketing strategy to boost online store conversions.
In this article, we're going to explain 18 proven ways to use social proof to boost your online store conversions.
What Is A Social Proof?
The term 'social proof' first appeared in a book called 'Influence: The Psychology of Persuasion' back in 1984. This book was written by Robert Cialdini. According to him, we determine what is correct by analyzing the reviews and opinions of other people.
Social proof is a type of conformity that helps an individual make a decision based on other people's opinions and reviews.
As far as digital and social media marketing is concerned, every marketer knows that they can leverage social proofs for easing the anxiety of confused customers.
The trend of online shopping has also changed dramatically in recent years. Customers no longer visit an online store and buy things. They check out different websites, compare prices, go through reviews, and then consider a purchase.
Why Should You Care?
In a digital marketplace, social proof marketing is an attempt to impact the behavior of customers. This strategy is specifically beneficial for customers who haven't purchased anything from a brand earlier.
Customers need assurance that whether or not a product they're about to purchase is worth the price. Social proofs act as conversion drivers as they encourage potential customers to buy things from your store by simply going through reviews of other buyers.
A case study conducted by Reevo revealed that online stores increase their profits by up to 18% through social proof strategy.
Types Of Social Proofs
While any feedback you receive for your product and services acts as social proofs, it is not limited to this.
There are so many forms of social proofs that you've probably not thought of before. For example, influencer/celebrity endorsements, reviews, case studies, likes/shares you receive on your social media profiles, and affiliations all act as social proofs for your business.
Now that you know what social proof marketing is and why you should integrate it into your digital marketing framework, it's time to explore 18 unique and proven ways to use social proof to increase your online conversions.
18 Proven Ways To Use Social Proof To Boost Your Online Store Conversions
1. Display Product Reviews For Each Product
The most popular type of social proof is the one that comes from the customer. Many ecommerce store owners make the mistake of displaying reviews randomly here and there (mostly on their home pages). But, it is more effective if you showcase them on the specific product pages.
For instance, if you have received a smartwatch review, it should be included on the particular smartwatch page. This will help customers know more about the product specifics they're interested in purchasing.
2. Trigger Urgency By Displaying Scarcity
FOMO, also known as Fear-of-Missing-Out, is a popular ecommerce marketing strategy that makes people feel they're on the edge of missing out on a profitable deal.
Exhibiting scarcity is one way you can prove to your buyers that your products are popular and in-demand. For this, you have to show a low inventory level to your customers that make them feel anxious that if they don't make a purchase now, they're missing something.
3. Display Sales Pop Up And Other On-Site Activities
As mentioned above, reviews aren't the only type of social proof that boosts online store conversions. Every on-site activity, including customers adding products to their carts, wish lists, and even browsing, acts as social proofs for your online business.
There are many free and paid apps that you can integrate to display this information to your customers.
4. Influencers Endorsements
Just like people admire buying from stores that include 5-star ratings and plenty of good reviews, they also trust brands endorsed by their favorite celebrities.
Celebrities usually have a huge social media fan base, so when they mention your brand or use your products, this will automatically add status and repo to your business name.
You can either choose macro-influencers (who're pretty expensive) or go with local ones who have a decent social media following, and they aren't that much expensive either.
5. Ask Reviews From Industry Experts
Aside from influencers, experts working in your industry can also endorse your products and services. That goes without saying that people regard them as authority figures and feel confident in investing in brands acknowledged by them.
For example, if you own furniture or decorative business online, you can collaborate with famous interior designers who have acquired skills and expertise.
Similarly, if you're offering a skincare range, you can partner with dermatologists or beauty experts to endorse your brand on your behalf.
6. Display Employee’s Testimonials
Did you know people working for your business are the best people who can validate the quality of your products and services?
Since they're working with you, they already know how your products are being prepared, packaged, and delivered. Also, they're familiar with the internal functioning of your brand.
As an online business, it is crucial to create a friendly working environment that encourages your employees to become your brand ambassadors and spread positivity about your brand within their social circles.
7. Exhibit Trust Badges
Many people abandon their carts only because they don't find a brand reliable and trustworthy. Another opportunity to boost online store conversions involves trust badges or quality certifications in a website.
Doing so will help you earn visitor's trust and ensures your buyers that their confidential information is in safe hands.
Blue Fountain Media is one of the prominent examples. The brand managed to improve its conversions by up to 42% by adding a Verisign trust badge.
8. Showcase Social Media Statistics
Social media has taken over the digital landscape in recent years. Almost every business, big or small, has social media presence these days. Important social media stats, including the number of followers you have on your page or the number of likes you get on your posts, are a good way to demonstrate your credibility.
Many social media users check out your social media profiles to validate if you're a genuine seller.
9. Display The Logos Of Your Partners
If you have partnered with prominent brands and third-party services, then you can use their logos as social proof for your customers.
It will increase your brand credibility and visitor's trust because others have chosen your brand over others.
Especially, if you're starting out and have worked with a few prominent brands, you can incorporate their logos on your site to build trust.
10. Curate User-Generated Content
User-Generated-Content (UGC) is an effective social proof marketing strategy on Instagram that can help you grow your business in no time.
Let's take an example of the company Boxed Water here. The company deals in sustainable drinking water and shares UGC on their Instagram feeds often.
So you can follow the same strategy and repost your customer's photos on your Instagram feed to build your business repo.
11. Display Your Bestsellers
Presenting your products with 'best seller' or 'most bought item' will give your buyers confidence that they have invested in the right product.
Now combine this tactic with FOMO marketing, and see magic. People will make every possible effort to purchase your best-selling items if they're already getting low in inventory.
If done right, this strategy can go a long way for ecommerce brands.
12. Highlight Press Reviews
Many customers still follow press reviews and media recommendations. When we hear about press reviews, we get an impression of 'unbiased opinions'.
You can use this tactic to your advantage by displaying press reviews on your website.
Now you must be wondering how to get positive feedback from the press. If your products are reliable and you attend industry events regularly, this process must be easier than you think.
13. Rank Higher In SERPs
Regardless of your industry, being ranked higher in SERPs is a foolproof social media marketing strategy.
Higher search engine rankings indicate that search engines trust your brand and consider it as a user-friendly resource for the customers.
Also, higher search engine rankings mean you'll get more traffic on your store.
14. Recommend Similar Products
Including a ' People who bought this also bought...' statement will help your customers have a tailored set of choices that they can trust without having to explore the entire website.
Many people find it overwhelming to check out the entire collection. By implementing the appropriate upselling and cross-selling techniques, you can provide your existing customers with fewer, more specific choices that will increase your AOV and reduce customer acquisition costs.
15. Regulatory Social Proof
Displaying regulatory social proof on your site is another effective way to show your customers that your brand is approved by regulatory authorities.
For instance, some websites include ISO certification to build trust. Similarly, money lending websites display Consumer Credit Licence Number as well as Data Protection Number to gain the trust of their site visitors.
16. Include Social Proof In Your Ad Copy
The good news is you can also exhibit social proof in your ad copy. For instance, you can include an expert recommendation or a celebrity endorsement in your ad to show your visitors that your brand is liked and acknowledged by known people.
Also, you can mention the number of customers or downloads you have to encourage other potential customers to invest in your brand.
17. Ask For Referrals
Let's admit it, we all trust recommendations from colleagues, friends, and relatives.
A Nielsen research indicates that more than 84% of people trust recommendations coming from friends and family.
It is your chance to ask for referrals from your existing customers. Don't forget to offer a discount in exchange for this favor. For example, many brands offer an incentive to their customers when they bring their family members and friends on board.
18. Re-Engage Customers After Payment
The last tip on our list is to re-engage customers after payment and create a double funnel.
Show frequently-bought items on your checkout pages and offer bundle deals that encourage your customers to make another purchase after completing their first.
There you have it - 18 Proven Ways to Use Social Proof to Boost Your Online Store Conversions.
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