Internet is no longer a safe place. How many times have you seen such promises made by fake internet gurus? “Become financially free thanks to your blog”, “Sell trainings like me and generate passive income all your life”.
I’m exaggerating a bit, but you have the idea. Many take advantage of the naivety of people to launch such promises on the Internet. As a result, we become suspicious, making Internet sales more difficult. In any case, your prospects do not know you well and do not trust you yet. Fortunately, social proof can help you change that …
Social proof is the tendency we have to do the same thing as our peers. In other words, it is the fact of being influenced by the behavior of our fellows.
You have the choice between two restaurants, one is full of people and the other is completely empty. Which one do you choose?
If you are a normal person, you will go in first. And you do not go because the food is better! You go there because you see a lot of people in this restaurant, so you suppose it’s a good idea and you go to this restaurant.
Go another example.
When you go to Amazon to buy a book, what do you look at first? Let me guess? Yes, your eye is pointing to ratings (little yellow stars) and customer reviews!
This is how our behavior is influenced by others.
Social proof is one of the most powerful concepts in marketing and it would be a shame not to take advantage of it.
Well used, it allows you to:
You know what ?
You can also take advantage of social proof on all pages of your website!
This is what I will show you in this article
Customer testimonials are the most well-known form of social proof. All you have to do is ask the clients you have worked with (who have been successful) to speak well about you or your products.
Ideally, you would like the testimony to contain a touch of emotion / storytelling or concrete results (using the numbers).
It must not be too long. Nobody will read it otherwise.
For example, if you are doing digital marketing consulting, ideally you would like your customer testimonials to contain numbers, such as: “Thanks to Mr X, I was able to increase my sales by 200% in 15 days”.
As you can see, these 2 testimonials contain all the elements of a good testimony:
I insist on the last point. No need to write a testimony of 10 lines, few people will have the patience to read it.
Here is a testimonial for a life coach, Marie Forleo .
Here, you see that the testimony plays on the emotions: “you convinced me that I have something special to bring on this planet”.
If you click on “Get Inspired” at the bottom, you come to a page containing success stories(longer testimonials and telling a little story), another way to use social proof!
Where it seems useful to put them:
Displaying prestigious customer names is mainly used in B2B.
Working with big brands gives your business credibility.
SaaS software also uses a lot of the logos of their prestigious clients, like Slack (instant messenger for companies).
I like the way they use social proof on their home page to make the user click on the call to action button “Do you want to know why? “.
If you click on the button, you are redirected to a page that shows all the benefits of using Slack.
You have surely seen this technique used on many sites. It’s because she walks.
The most common form of social proof that uses numbers is to display the number of shares on social networks.
It just proves that your article has been appreciated by other people. For many, this is also a sign that the article should be read.
Comments have the same effect as shares, and may even have more value.
But beware, if you have few comments or social sharing, it is better not to put them forward. Otherwise, you risk inducing negative social proof ! Most social sharing plugins allow this.
You can also use the strength of numbers to show:
The more subscribers you have, the best.
Take advantage of it on your newsletter forms or at the very top of your home page if you have at least 1000 subscribers.
100,000 people have already subscribed, why not you?
We have a blind trust in the media. That’s why posting on your website that you’ve appeared on a particular media is still a good way to take advantage of social proof.
The ideal is to show your publications in the media on your homepage:
Your About page is also a great place to show your media releases.
If you are a blogger and have written for big blogs or have been interviewed by other bloggers, why not show their logo on your site?
Everyone has not appeared on a national media or does not have 100,000 subscribers to its newsletter.
I have not had this opportunity either
Fortunately, there are other ways to incorporate social proof into your site and I assure you it works.
Do you have blog articles that have cardboard ? Show them proudly on your sidebar.
If you have an online store, why not highlight your best-selling products?
This is what Amazon does by incorporating a “best-seller” badge into the best-selling books.
Your website is the best place to take advantage of it.
I also advise you to do it on social networks by asking your most satisfied customers to leave an opinion on your Facebook Page. There is also the content generated by the users. It’s very common on Instagram.
You ask your fans to take pictures with your product, tag the photo with a hashtag that you have defined, then you just have to republish their photos on your account and tag them.
And here is another way to use social proof!