In marketing, the notion of social proof refers to the psychological concept that an individual tends to reproduce the same behavior as a large group of individuals. Social proof is thus based on social behaviors of social conformity, bringing together a series of arguments that aim to lead to a desired action. This process is mostly used on e-commerce sites to increase the conversion rate.
1. Highlight customer reviews
Customer reviews are the most common form of social proof. In fact, in a purchase process, often, a prospect’s first reflex will be to consult the opinions of other customers about a product or service. That’s why it’s important to collect customer testimonials, particularly through a satisfaction form, and use them to convince potential customers who might be hesitant.
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To do this, you must give them good visibility on your e-commerce site so that potential customers can easily refer to them. They can thus appear on the homepage or a product page.
2. Promote “best selling” products
Another argument that can be used by an e-commerce site: highlighting an emblematic or “best seller” product. When promoting the best-selling item(s), it proves that they have been purchased by a large number of individuals and may suggest that your stock may be quickly limited. It is thus possible to promote a “best-selling” product on the homepage of an e-commerce site or in a newsletter, for example, in order to arouse the interest and action of a potential customer.
3. Present concrete numbers
Showing strong and significant numbers in a brand or product is also part of the social proof that can be used as an argument. This involves highlighting a number of users, subscribers on social networks or even reviews received. These numbers can also come from sponsored studies or from rates extracted from performance statistics. The highlighting of such numbers allows to bring confidence to the user, but also encourages him to act.
4. Post collaborations on social media
Just as users like to check out the reviews left by previous customers, users often measure a brand’s awareness through its various social networks. That’s why benefiting from influencer approval is an important argument to convince potential customers. It is therefore necessary to value the collaborations that it has been able to carry out with content creators with greater or lesser notoriety.
For optimal social proof, you need to choose the most relevant influencers according to your field and your target audience. Many platforms allow you to target the right influencers, launch marketing campaigns and measure their performance.
On the other hand, in ephemeral content like Instagram Stories, brands can relay users who identified them in a post with a used or tested product.
5. Relay publications in the media
To establish awareness of your e-commerce site, it is also possible to share publications in the media that a site or a brand can benefit from. Most of the time, e-commerce sites have a section reserved for print, web or audiovisual press articles. These publications can also be served on a brand’s social networks. This approach makes it possible to bring credibility to a company.
6. Promote specific customer cases
If your industry allows it, you can highlight case studies. This gives a concrete view of the means implemented to respond to a problem and the results obtained by a product or service offered. Customer cases represent a more complete argument than a simple customer opinion.
7. Encourage sponsorship
Word of mouth is a formidable argument to convince, especially when a user’s relatives recommend a pre-tested product or service. To capitalize on this lever of action, don’t hesitate to bet on sponsorship by offering special offers that will encourage satisfied users to talk about your products around them.