Supercharge your Customer Growth with Social Proof

Author: Laura Williams
Published: 2021-05-18

You may have heard the term “Social Proof” being used when looking for ways to improve your conversion rate optimisation strategy, but what exactly is it and how can it benefit your business?

Fundamentally, social proof in the digital marketing world is credible verification that other people have purchased your products, or used your services, and found enough value in them to talk about it online. Don’t be fooled – social proof is so much more than just testimonials; social proof can give customers what they want and what they need to trust your brand enough to pull the trigger and engage.

The most valuable channels include:

  • Customer testimonials
  • Customer photos
  • Customer case studies
  • Reviews on third party platforms
  • Social media followers and interactions, including likes, shares, comments, reviews
  • Influencer endorsements that aren’t paid
  • Case studies
  • Star rating graphic to provide visual reinforcement


In essence, social proof allows businesses to adopt social validation in order to influence the purchasing behaviour of potential customers. When it comes to increasing your conversion rate, what better way to encourage sales than to see recommendations from clients who have had direct interaction with your brand?

Whilst the authenticity of social proof can be questioned by the naysayers, simply by implementing the fundamentals into your business’s presence can make you appear instantly more trustworthy, because social proof is generated by customers, for customers. This instant confidence given by the very audiences that are buying your product is more valuable than any brand messaging that you can put out there yourself, as there is a steep decline in trust when it comes to the traditional advertising and marketing methods.

On the flipside to this, can reviews be trusted to truly reflect brand experiences, when these can often be cherry picked from a select number of customers? We would say so, as long as social proof is implemented to its full extent. There are several channels that social proof can be applied, whether it be social media, third party review sites, or even customer testimonials. However, beware, the bad reviews can only be hidden for so long.

Strictly speaking conversion rate optimisation, there have been hundreds of tests across a multitude of websites in different industries that prove conversion rates are increased when customers have this social proof to fall back on. Psychologically it lets them know that a product or service must be worthwhile, if other customers are saying so. 70% of people will trust a recommendation from someone they don’t even know, proof that your existing customers can reach and influence the behaviour of a whole crowd of potential new customers.

The global pandemic has forced brands to adopt intensive digital strategies more than ever before, competition has never been fiercer, and brands are having to pull out all the stops to ensure that they are visible and sensitive to the needs of customers within their online presence. Brands that haven’t previously invested in their social media presence, or pushed for reviews and testimonials are now having to do so to keep their customers engaged and endorse their trustworthiness to new ones.

Implementing the above strategies doesn’t always mean a huge client investment. There are a few quick wins that can be utilised in order to get things up and running, such as connecting a feed from a review site such as Trustpilot or changing your email marketing strategy to focus on gaining reviews on specific products.

If you’re lacking in any kind of social proof at the moment, you’d be surprised what a big difference these small changes can make to your overall conversion rate – so what’s stopping you? Grow your customer base and increase profits along the way, with social proof.

 

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