Social proof: Why you need to use Social Proofs in your marketing strategy

Consumers use the advice of others to decide what they buy. This is what psychologists, sociologists and now marketing experts call social proof , or consensus 

And it’s particularly powerful.

When did you buy something for the last time without reading the reviews left by customers who did it before you, without asking for an additional opinion or watching a “test” video on YouTube? According to a study published in 2018 by SEO Tribunal , up to 81% of smartphone users are researching the products or services they plan to buy on their phones. They look for recommendations, testimonials, opinions and other criticisms.

Most companies are already subject to this type of feedback on the Internet. Let’s see how you can take advantage of the social evidence they represent and use it to convince potential customers that you need to buy your products and services.

In this article you will learn more about:

  1. What is social proof?
  2. The 5 types of social evidence
  3. 4 ways to present social proof for marketing purposes
  4. Positive social proof Vs negative
  5. How to promote your business successfully through social proof

What is social proof?

“Social proof” – or “consensus” – is the name given to the psychological concept that a person tends to reproduce the behavior of a large group of individuals. The logic is as follows: if so many people behave in a certain way, then it is necessarily the right behavior to adopt. In Maslow’s Pyramid of Human Needs , being part of a group seals our need for belonging, having friends and close relationships. 

Being part of a group also causes a sense of security. We understand where the “social validation” comes from, which leads us to decide that this or that product or service is worth buying or not. Using social proof within your marketing campaign is therefore the most persuasive way to legitimize your products in the eyes of consumers.

The 5 types of social evidence

In his article “Social Proof is the New Marketing,” posted on TechCrunch, Aileen Lee explains how sharing social proofing examples on your social networks can increase the number of people who discover and trust your brand. It breaks down five categories of social proof:

1. Social proof by expertise

This is the opinion of popular influencers or people whose voice is authoritative in your industry. If a successful fashion blogger recommends your products, for example, it is almost certain that your sales will skyrocket.

2. Social proof by celebrity

It’s getting approval from celebrities, or building partnerships with them, and it can be incredibly effective. In her article, Lee mentions the example of Jessica Simpson and Nerida Joy, who helped the Beautymint brand attract half a million visitors to its website the day it was launched. 

3. Social proof by the success of users

This applies when you put forward people who use your products successfully. The example that comes to your mind is perhaps the demonstration videos that can be found in supermarkets or teleshopping programs … But there are ways of doing things that are much more authentic and engaging. – real success stories. Watch how Nike followed and chronicled Eliud Kipchoge’s journey as he ran the fastest marathon in history . He crossed the finish line in just two hours and twenty-five seconds, with Nike’s “Zoom Vaporfly 4%” sneakers on his feet. Even though he narrowly missed his goal of going below the two-hour mark, he did mark the story. 

The reasoning is simple. If other people can reach their goals using your products, then your customers too can do it.

4. Social proof by the number

This type of social proof is intended to emphasize the popularity of a product or service. The motto under the golden arches of the McDonald logo perfectly illustrates it: “Billions and Billions Served”, “Billions and billions of [hamburgers] served”.

By drawing attention to the popularity of a product or service, you imply that it is a choice that appeals to the greatest number, which reinforces the purchasing decisions of your customers.

5. Social proof by proximity

The recommendations made by our friends or family members are a particularly powerful form of social proof. 77% of consumers (Nielsen Study) are more likely to shop at a discovery business in this way.

And, according to Lee’s findings, people who get their products recommended by friends or family are more likely to become customers, complete their purchases faster and spend more.

4 ways to present social proof for marketing purposes

1. The testimonials

When someone who is not part of your company (someone you do not pay) talks about it in a positive way, it is a testimony. You can use this content to create persuasive “customer testimonial” videos (discussed later) or publications on your social networks. You can also integrate it on pages of your website that have a lot of visibility.

2. Ratings and reviews

Like testimonials, a positive and quantified opinion about your products or services can be extremely effective. And then, always generating more critics and rewarding notes automatically gives them more credibility. If you have more than 500 good reviews, it clearly shows that your product or service is worth it. 

3. The approval of influencers

We’ve already talked about why influencers should be part of your social media marketing strategy , but they’re also a great source of social proof. 

If an influencer is popular, relevant to your industry, and if its subscribers match your target audience, its approval will have even more effect. If you’re lucky, ask the influencer in question for permission to integrate it into your marketing strategy, whether it’s simply by sharing the content inside which it endorses or by adding the content to the marketing page. welcome to your website. 

4. The media logos

If reputable blogs, well-known media, radio and TV stations mention your products or services, consider adding a “Press” section on your website. It’s an influential form of social proof that indirectly validates what you sell by associating it with respected media. The more these are known, the stronger the social proof will be. 

Positive social evidence vs. negative

Now that you know more about social proof and its variations, here are some tips that will help you understand when and how to use social proof in your marketing. 

Do not focus on the negative

In their book entitled Yes! Psychologists Noah Goldstein and Steve Martin have tested the effectiveness of various placards to prevent theft. They tested three different signs, including one that used negative social proof . 

Result? This sign increased the chances of flights being committed (in fact, flights tripled). Why ? Because the sign drew attention to the number of thieves, which allowed people to be more comfortable with the idea of ​​stealing, to think it was acceptable behavior.

Message received five out of five: do not use negative social proof to convince consumers to buy a product or try a service. It’s not nearly as effective as positive social proof.

Positive social proof is more convincing than the prospect of saving money

A study in the Washington Post has tested the effectiveness of four different messages to persuade consumers to favor the fan over the air conditioning during the summer, and thus save energy. Here are these messages:

Message 1: Informed consumers that by focusing on the fan they would save $ 54 on their electricity bills. 

Message 2: Informed consumers that switching from air conditioning to a fan would allow them to produce 119 kilograms of less greenhouse gases per month. 

Message 3: More moralistic, it was intended to persuade consumers that using a fan and not an air conditioning system was “the right thing to do”. 

Message 4: Informed consumers that 77% of their neighbors already favored fans with air conditioning. 

In your opinion, which message was the most effective? It was message 4 – the one who used positive social proof. It was more effective than saving money (message 1), saving the environment (message 2) and doing what is morally right (message 3). While all of these messages are compelling on their own, they are far from being as effective or having the same appeal as belonging to a majority group. 

How to promote your business successfully through social proof

Social networks like Facebook and Instagram are driven by stories and images. Combine them to create compelling, engaging content that persuades potential customers to take the plunge. 

Tell interesting stories

Anecdotes and success stories from your customers are a great way to demonstrate the value of your products. The reviews are compelling, of course, but a story about a customer that clearly poses a problem, a search, a solution and a positive result will be much more powerful. 

Psychologists Christopher Chabris and Daniel Simons, in their book The Invisible Gorilla , report that stories are perceived as more trustworthy, more compelling, and more memorable than numbers, because humans retain them much more easily than averages or numbers. percentages. This can be attributed to human nature.

Our ancestors did not have the data or the means to record information for transmission – it was done through stories. The human brain is conditioned to remember the stories 

“Using stories with characters and emotional content leads to a better understanding of the key arguments a speaker wants to convey, and allows the audience to remember them more easily weeks later. – Paul J. Zak

Take pictures portraits

According to this study , what makes a message more trustworthy is to associate it with a face.

Man is a social animal, and research shows that we like to look at human faces . Therefore, as soon as you use a form of social proof, whether the story of a customer, a testimony, a positive review relayed on your social networks, accompany a high quality photo of the person who speak. 

According to Buffer , Twitter posts that contain images generate 18% more clicks, 89% more favorites, and 150% more retweets than those without. By joining forces with Buzzsumo, Buffer has also discovered that images provoke more reactions than any other type of publication on Facebook. 

What you need to remember: combine your social proof examples with faces to generate more participation on your social networks.

Create persuasive “customer testimonials” videos

According to Animoto’s article 2018 State of Social Video , video is the most popular type of content on social media. As a result, you should definitely incorporate filmed content into your special social networking strategy.

Customer testimonials are convincing because of their inherent objectivity: someone who does not work for your brand validates your product or service, so they seem more believable to your audience. Even if it requires a lot in terms of production, you should consider filming testimonials and sharing them on your social networks.

Everyone loves to watch a beautiful success story , learn from the experience of those who succeed. Once you have produced your testimonial video, it becomes a powerful tool that you can use in your email marketing, social media, your blog, the homepage of your website, and more.

Use social proof in your marketing

In all probability, you have already used some form of social proof to justify one of your purchase decisions. It’s an incredible marketing tool because it uses one of our primary instincts, to be part of a group.

Social proof can be used in almost any marketing context. From your website to your email marketing campaigns through your social networks and your blog, all of your communication channels can benefit.

So talk to your customers, find out what they like about your products and services, and share this information to create a particularly effective marketing campaign. Remember that deep down, man is a social animal – if you make your customers feel that buying your products, they will be part of a rewarding group, you will convince them.

How to use social proof to make more sales online?

Do you have an e-commerce site and are wondering how to make more sales online  ? If it’s a traffic story, the key is to bring more visitors to your site. But if you already have a lot of visits, how can you generate more sales  ?

Why does social proof make more sales online?

Do you know the expression: “People are sheep”? Know that she has a lot of truth. Even if you think that you do not do like everyone else, I assure you that you too are unconsciously influenced by others .

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Social proof is defined as follows: in a given situation, when an individual does not know what to do, he tends to adopt the same behavior as the others.

Here is a very stupid example to illustrate this. It’s evening, you’re with a friend and you decide to eat outside. You stop in front of two restaurants. One is crowded with people, while the other is totally empty. Which one will you choose?

The majority of people will choose the one that is crowded. Indeed, they will think that if there are more people inside, it is certainly that the cuisine is better, or that something is not right in the other restaurant.

Well, it’s the same principle for your online store . If you want more people to buy, you need to be able to show your visitors that other people have done it before and that your company has some notoriety.

There are several methods for this, but I will focus on the ones that are applicable in the case of selling jewelry online.

Highlight testimonials from your customers

If you have already made sales, I invite you to ask your best customers to give you a little testimony . This may be related to your jewelry or your custom creations services, if you do. These do not need to be long, on the contrary. The important thing is that they are positive.

When you have obtained some (3 to start would be very good), you must absolutely highlight them on your website . Your visitors should not need to look for them. In any case, they will not usually take the time to do it. Indeed, most people are in a hurry. When they arrive at a site, they scan it quickly to see if something interests them. If not, they leave as quickly as they arrived. A sad consequence of our society where everything must go faster and faster.

If you want to use it to increase your sales , you must put these customer testimonials prominently on your homepage. And for maximum effect, ask your customers if you can put a small picture of them next to their testimony. This will make the whole thing more human, and enhance the visitor’s confidence.

The strength of the number

If you’ve created professional pages on Facebook and Instagram, you have a number of fans following you.

This number can be a stepping stone to your success if it’s important. Indeed, a potential customer who walks around your site and sees that you have more than 1000 subscribers on Facebook will be more confident . That’s why you should not hesitate to put this figure forward, just as for testimonials.

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Be careful, however, if you have very few followers on social networks. In this case, it may be best to wait until you have more before setting your subscriber count. Otherwise, you risk causing the opposite effect. Namely, mistrust among your potential customers.

Increase trust with customer ratings

Customer ratings are a bit different from the testimonials. They are usually found under a product sheet , and they are often accompanied by a scoring system.

What is interesting about the evaluations is that they are about a particular product. So if a customer wants to buy one of your rings, but is not sure of its strength for example, the assessments will allow him to make an informed choice .

It is therefore in your interest to offer quality jewelry, so that your customers leave you positive feedback .

A little advice, so that your customers write an assessment, do not hesitate to ask them . For this, you can send them an e-mail a few days after sending the jewel to check if they have received it and if everything is correct. At the end of the message, ask them to leave you an evaluation. You will see that this will increase the number of ratings of your products. In addition, the customer will greatly appreciate the fact that you inform you of the good reception of the parcel.

The influence of the media

If your jewelry has been published in magazines or other prestigious media , you should not hesitate for a second to put it forward.

I regularly see creative sites where media appearances are mentioned on a page that can only be reached by clicking on the “Media” or “Press” tab in the menu. That’s good, but it’s not enough.

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Once again, your visitors must see it at first glance. And the homepage is the perfect place for that. So in addition to your “Press” tab, place logos of these famous media with the words “As seen in”, just above your customer testimonials. The effect is guaranteed!

Influence & manipulation

You must remember that people are solicited from all sides, and that in jewelry, they have the choice .

It is therefore essential to persuade them that they are right to choose yours. Social proof is therefore an essential element to convince your potential customers.

However, as I explained at the beginning, there are other criteria that will allow you to make more sales online .

If you want to take your business further, I suggest you read the book Influence & Manipulation . Certainly, the title can be scary. However, these are not magic recipes to draw people to the dark side of the force. No, it’s more of a psychology book that analyzes and describes persuasion techniques .

Through this book, you will discover how to use these techniques well and increase your online income. However, I want to clarify that this one is not a marketing book, but a psychology book, which has been read by all the greatest web marketers .

Now, it’s your turn to play ! Which of these techniques have you already implemented, or which one do you plan to use soon?

Your opinions are welcome, so share them in the comments.

And if you feel that this article can be useful to other people, please share it on social networks.

Social proof in online marketing

It happens that a person in different situations can not decide for certain behaviors and can be guided by the opinions or actions of the other persons. It is usually assumed that the majority is not wrong or there must be someone who knows for sure. This psychological phenomenon is widely known as social proof. Depending on the context, similar actions are also called herd behavior.

Nevertheless, today almost every sphere is based on foreign opinion: for employers references of an applicant are important, on financial markets one imitates decisions of other investors in bulk, holidaymakers orient themselves in the hotel selection on guest reviews on booking portals, etc.

For online shops , social proofing is of particular value, as customers usually have no opportunity to get directly acquainted with goods or personally contact service providers. Although there are currently many ways to promote the product on the Web and to present its benefits to customers, these efforts may eventually be unsuccessful if they fail to convince the target audience that this offer is lucrative and popular. For this, the social proof must come into play, which is above all called to fulfill the functions as follows:

Gaining trust – This point is very important in online marketing. Market studies in recent years confirm that trust in an online store for consumers plays a much more significant role than a low price.

Strengthening the power of persuasion – For mere assertion is not enough to convince customers that someone had positive experiences with the product.

Justify a purchase decision – In some cases, it is important to tell customers that the purchase of certain items ensures compliance with social, ethical, or other standards (eg, when the goods are manufactured according to fair trade principles or with respect to environmental standards).

Influencing decisions – From time to time you refuse to make a purchase decision for certain reasons. The social proof emerges as a psychological trigger that is able to persuade customers to buy.

These are the main reasons why you should necessarily use social proof on an online shop website.

Types of social proof

Online marketing uses many types of social proof that can pursue different goals. Based on the business activity and set tasks one can accommodate one or more of the following variants on a website.

1. Customer reviews

These are obviously the most effective means of giving feedback on products or services. As known, it is better to believe other buyers than marketers engaged in sales. The built-in commenting feature allows customers to quickly and easily share their experiences on a web page, describing all the pros and cons of a purchased item.

Reviews are an independent group of comprehensive customer reviews that include the asterisk ranking. Unlike reviews, reviews can be presented in a variety of formats – written reports or videos that deal in detail with purchased products. 
Ratings, comments and reviews reveal what other consumers think about what a website offers. The more trust valuations create, the higher the willingness to make a purchase or use services.

At this point it should also be noted that it must necessarily go to reviews of real customers. Positive reviews that are not objective or overestimate the value of the product can have the opposite effect.

2. Customer experiences in social networks

Social widgets allow visitors to access the customer reviews of an online store in social media. A “Like” button, sharing experiences, or numerous comments signal to other customers that a product or service has enough followers, ie, a demand. In addition to qualitative (real people with existing profile pictures), quantitative characteristics are also important here: It must be ensured that widgets are only useful if the group is active in social networks. Otherwise, they not only become useless, but can also sow mistrust and thus cause lasting damage to the reputation of the company.

3. Expert opinion

In order to induce customers to buy, expert opinions are no less effective than the funds listed above. For this purpose, the product or services offered should be evaluated by someone known to the public as a top-class expert. The more well-known and influential person is, the more important is the social proof. Opinions of professionals should be presented as reviews, reviews or quotes about the product.

4. Celebrities

For some customer groups and product classes, words from a known person may encourage you to buy more than dozens of reviews. This is aimed at impressing customers with first-class quality. It should not be forgotten that you need to use this marketing approach properly and thoughtfully, so that the use of a product by a known person looks credible.

5. Trust-Elements

Trust elements include the content that gives confidence in a website. Seal of approval, awards, diplomas, certificates, logos of customers, partner lists, category “Who writes here?” Make a website trustworthy. This in turn influences the conversion rates positively. Chris Goward of Wider Funnel claims that trust elements on landing pages increase conversion in 9 out of 10 cases. To this result came numerous split tests of the respected marketing agency.

6. Information as proof

Data, facts and studies on a web page can help to gain the trust of customers because they illustrate the performance of a company graphically.

Statistical data indicating the number of customers, current sales, downloads or visitor activity indicates that goods are in demand.

Case Studies are stories that deal with the practical use of services for a particular customer. They describe in detail all steps on the way to set goals. Case studies have a high level of credibility as they illustrate how challenges have been overcome and how the service or product can help in a given situation.

Under White Paper publications will be understood that convey an ad free knowledge on a specialist subject. Information related to services or the product may also be perceived as reliable by potential customers.

Conclusion

The social proof lets the customer communicate through enumerated ways that one can trust this online shop or service provider. It should also be mentioned that this essential marketing tool is effective in almost every business.

Social proof increases the effectiveness of your emarketing strategy

For decades, advertisers have been using social proof to reassure consumers and influence their buying decision. With the Internet and social networks, social proof gains in authenticity. For marketers , it becomes an essential lever.

The principle of social proof


The social proof is a principle that a person confronted with two or more choices, and not knowing what to do or what to think, will tend to follow the advice or the majority of the behavior . The American social psychologist Robert Cialdini sums it up as follows: ” the truth is the others “. By thinking that a large number of people can not all be mistaken at the same time on the same subject, the individual considers the decision “collective” as a pledge of quality.

An old concept modernized


Since the 1950s, social proof has been used to highlight a product or service through customer testimonials . But at the time, the potential buyers, not having the means to verify the veracity of these opinions, had to rely on the experience and the point of view of their relatives.

Today, discussion forums, social media, blogs, as well as independent platforms that post ratings / comments / recommendations by consumers, have made social proof a powerful influence factor. marketing . Since the information comes directly from users, they are trustworthy.

For marketers , social proof can be exploited in a variety of ways to increase the effectiveness of their actions. For example, in the header of an advertising email, the words “product recommended by 90% of customers” or “preferred by customers”, “elected product of the year by our customers”, etc. increases the opening rate and the clickthrough rate.

On the search engines too, some results are embellished with a rating out of 5 that come in the form of stars; they usually appear at the top of the page. These “seller rating” come from specialized sites and complement what SEO professionals refer to as “sponsored or paid results”. This indicator, which helps many users in their searches, generates 10% more clicks.

To activate the lever of social proof as part of their digital marketing strategy , companies must start by encouraging consumers to talk about their brand. Among the different methods, they can ask customers to rate the product and the user experience and give their opinion immediately after each purchase. It’s simple and fast: already on the site, he devotes only a few moments to this extra step of the customer journey.

These returns are valuable in more than one way for marketing teams . The positive contributions thus collected represent as many arguments to attract other potential customers. In addition, they allow them to identify any defects in the products or suggestions for improvements. In all cases, both brands and consumers gain.

Social proof : an effective tool of persuasion

In life, we sometimes need to convince others. To sell, to gain credibility, to develop leadership … Among all the means to convince, I often talk to you about what is called social proof .

It is the natural tendency that all of us, as human beings, have to refer to the behavior of others to act ourselves. If we find that a majority of people act in a certain way, chances are we will follow the movement, especially if we are uncertain …

In this article, I will explain a lot about social proof, based on research done by researchers. Are we sheep that follow the flock? Why are we so sensitive to social proof ? How to use it intelligently on his blog and what are his dangers? This is a great overview of this exciting psychological and sociological mechanism!

Social proof, a method of persuasion

In a 2001 study , Arizona University researcher Robert Cialdini identified six effective methods of persuasion.

  • 1. Principle of Social Proof – We will be more likely to follow someone who looks like us than someone who does not look like us.
  • 2. Principle of Affinity – We cooperate more with someone who appreciates us.
  • 3. Principle of Reciprocity – People tend to treat us as we treat them. If you want something, it’s better to give yourself something.
  • 4. Principle of Commitment – We better keep promises that we make voluntarily and that we expressly express.
  • 5. Principle of authority – The experts are trusted.
  • 6. Principle of rarity – We want more what exists in limited quantity than what exists “on a large scale”.

These methods of persuasion are very often used in marketing to sell you things:

  • You are shown a dentist in an advertisement for toothpaste because its expert status is supposed to convince you of the incredible benefits of this toothpaste (after all, if a specialist says it!);
  • Amazon is revealed to you “More than 2 copies in stock! Hurry to order “, because the idea of ​​a stock-out can push the hesitant to buy;
  • We inform you that “98 people are looking at the listing of this establishment” on Booking.com … to remind you that you are not alone in the world to consider a reservation in this or that accommodation.
  • We add a banner on a book to indicate that it is a “bestseller” that has already convinced over a million readers.

And this list could go on for a long time!

Social proof is a simple mechanism: it is the idea that when we find ourselves in a situation of uncertainty, we will use the behavior of others as a clue to make a decision.

Why do we rely on the behavior of others?

Spontaneously, we tend to believe that others have more knowledge and a better understanding of the situation than us … and this is especially true when we do not know how to act or what to think!

The study of Muzafer Sherif

The best known study on social proof dates from 1935, it was conducted by Muzafer Sherif . He asked himself a simple question: how do we react when we find ourselves in a situation where we have no “point of reference” to answer a question? Will we respond to chance or try, rationally, to create benchmarks to give the right answer?

The researcher placed each participant in his own experience in a room plunged into darkness and asked him to fix a bright spot located 4-5 meters from him. This kind of situation gives the impression that the bright spot moves when it is not the case in reality. Sherif, however, asked the participants to estimate the movement of the luminous point, in centimeters.

A little later, he summoned the participants again … but this time, he formed groups of three. Everyone had to announce his estimate aloud. Over time, it became apparent that the group reached a consensus on the movement of the bright spot even though, initially, the individual estimates were different from each other.

Even more fascinating, if we once again put the participants face to face with the luminous point, they kept the “group” estimate … even if they were no longer part of it.

Sherif then concluded that the participants had built a “common repository”. In the absence of objective elements to evaluate the movement of the luminous point, they all relied on one another to reach a consensus.

Social proof, help in everyday situations

Social proof can have a very positive role in society, when we do not know what attitude to adopt and that we do not want to feel completely out of step with others.

For example, if you come to a new business and find that everyone is hugging and dressing in a casual way, you will adapt by looking at what others are doing.

Social proof has a useful function to integrate and decide the best way to act.

So obviously, the marketing pros have quickly understood … well before the web era! From the 18th-19th century, in France, for example, we began to structure the slap in theatersand opera. The managers hired professional “claqueurs” … whose mission was to react at certain strategic moments of a play, to push the public to do the same. The commissioners did this by asking their neighbors about the highlights, the laugherslaughed at the slightest touch of humor, the weeping men wiped away tears when the plot was moving …

Later, we found the same principle in some sitcoms, with prerecorded laughter added to the soundtrack … Although it seems perfectly stupid or even annoying for the viewer, a study (again signed Robert Cialdini) showed that series including this type of laughter was considered funnier than another.

5 ways to use social proof to convince

The social proof is everywhere on the web, through a crowd of elements which direct us, more or less subtle, in our decisions and in our judgments. Here are some examples.

Online reviews

As early as 2004, a researcher had fun comparing people’s reactions to a book. Some participants in the study heard 5 positive critics uttered by the same voice, and 5 positive reviews by 5 different voices.

It turned out that the presence of “multiple sources” had more impact. 5 reviews were better than one!

Putting forward opinions on its site can be, if they are positive, an excellent argument to convince. If the opinions are, in addition, embellished with photos , this reinforces in general their power of persuasion.

Comments

Allowing users to leave comments can also play on social proof, whether on social networks or on the site itself. The principle is simple: if people react to the post, it must be interesting … It often encourages debate!

I lived a very good example on my travel blog. I had published an article about attending a court trial . For more than 5 months, he remained without receiving any comment … until the day when a surfer launched himself. Her message “paved the way” for others who, seeing a comment, felt free to ask their own questions. The article has 68 comments today.

Numbers

Publicly displaying a number of subscribers, comments, articles can often gain credibility. Social proof works again in a very simple way: “If there are many people who like this page, it must be qualitative”. “If this blog has published a lot of articles, it must have built rich and interesting content.”

For this reason, it is sometimes very relevant to run a Facebook advertising campaign to launch your page: this boost to win your first subscribers often triggers a training mechanism that pushes others to love. the page.

Testimonials and case studies

If you offer a product or service, user / customer testimonials can play an important persuasive role.

Imagine an undecided prospect facing your offer: if you give him the opportunity to read the testimonials of people you have helped, situations where your product / service has been helpful, it’s a real help to make a decision, to even more so if the “witness” is like him (same problematic, same sector of activity …).

It is not always easy to have this type of advice available when you start your activity … but you can already highlight the opinions of your nearest circle on the projects that you have done (volunteer or Low price). For example, if you are embarking on the creation of a website, you can very well value the testimony of Tata Jocelyne, whose site you created for her orthodontic practice.

Presidential bonds

Being quoted by a media or winning a prize can also act as a form of social proof: you have been “recognized” as worthy of interest … so you must be!

Obviously, you will be even more credible if you include a link to articles that have spoken to you … because after all, anyone could post some loose logos on their page.

Is social proof still effective?

In my opinion, social proof does not escape the classic risk inherent in any marketing strategy: well used, it is innovative and effective; repeated everywhere, all the time and without subtlety, it becomes less striking and more annoying for people!

The more generic social proof messages are , the less impact they have … because as I said at the beginning of the article, we are mostly influenced by people who are like us. A very generic comment (“Super article”, “Super service”) is so vague that it will have less impact than a more in-depth message … even if, in the end, this message is more targeted and will not affect all Internet users.

Moreover, sites that club social proof 15 times in the same page may raise your concern: are they quacks? From carpet dealers? Can we trust someone who tries so hard to convince you?

Beyond this aspect, there is also evidence that social proof is less effective against a knowledgeable person . When someone is more expert than average on a subject or situation, he is naturally less sensitive to the arguments that evoke the behavior of the majority.

The majority is not always right … and following the behavior or the general opinion is not always the guarantee of a good decision.

In addition, misused social proof can become counterproductive … especially if you publish a “negative social proof”. For example: “90% of new bloggers give up in the first 6 months. Do not behave like them “, on the contrary, risk pushing undecided people to give up instead of encouraging them to continue.

In summary, social proof is a natural tendency that can be used wisely to convince … if it is done sparingly and prudently!

How to use Social Proof to increase your conversion?

For those who do not yet know the expression, here is the explanation:

It is a principle of sociology that emphasizes that a person in a situation where she does not know what to do or what to think of herself will tend to follow the actions or the way of thinking of a group. of people. The bigger the group, the more one tends to accept their behaviors or their points of view.

So social proof is a powerful way to convince your customers that your product or service is the best. Several solutions exist to do this:

How to use social proof to sell better?

1 – Customer testimonial

It is a very popular way today to give credibility to its products or services by highlighting the testimonials of your satisfied customers. These customers become in a way the ambassadors of your brand . Obviously these testimonials must be the most “real” possible with the name and the picture of the customer as well as a text of personalized recommendation. False testimonials will not fool the big world and on the contrary you risk people’s distrust of your business.

2 – Customer Reviews

These ratings are increasingly popular and appreciated by consumers (especially for online sales). It’s enough to see the success of Tripadvisor, which built its business model on hotel, restaurant, and hotel ratings where people were received and served. Today is the Star Wars, these opinions are ubiquitous  (Google, Facebook, Tripadvisor, YellowPages, …). These reviews show by their number, the quality of your service if you have between 4 and 5 stars. It is imperative to take these opinions into account and try to have a maximum of good grades. On the other hand if your average is low, ask yourself the good questions … It is not always the fault of the customer.

3 – Case studies

The case study is a detailed and decomposed explanation (sometimes with figures to the key) of the service or product in action at a customer. The goal is to demonstrate what benefits this customer has drawn from his purchase to prove that it is a good solution or the best. This kind of social proof can be formatted in video or with an explanatory narrative. His story of the product is told in the form of a little story.

4 – Brand logos

Highlight the media logos that have spoken to you, the logos of your most prestigious clients or those of your investors. You rely on the reputation of these renowned actors to grow yours . And if these media and customers have given you their attention and their trust it will encourage your future customers to do the same.

5 – Key figures

These are numbers that are meant to impress the customer . For example for a mobile application or the service of a startup, we show the growing number of players or users as social proof. The higher the number, the more likely you will be chosen by a potential customer.

Number of sites using sumome solution

Number of sites using sumome solution

6 – Number of followers

We are here always in the numbers. The lack of followers on your social networks is a problem. One would think that if people do not follow you it is because your society is unattractive. The more followers you have, the more credible you will be and the desire to follow you in turn . Good advice, when opening an account on a social network, make sure to put quality content and invite all your friends, family, acquaintances, to quickly increase the number of followers. A paid campaign can help promote your page and get more followers. 

7 – Location

For those who have a market that exceeds our borders, put the different countries or locations shows the extent of your activity . This gives scope to your activity and the image of a success that develops or even internationalizes. If you have customers all over France or around the world, you are more credible because you already have customers everywhere. You demonstrate the size of your market.

Here is a small (non-exhaustive) list to help you sell you better by using social proof wisely. But good advice, nothing serves to cheat . You have to stay honest with your customers even if the desire to make things look better than they are in reality remains tempting. Play on your real assets, do not manufacture at the risk of passing for an unscrupulous dream merchant …

How to use social proof to boost your conversions?

What is social proof?

A little imagination. 

Saturday night, in a big European city, you wander in search of a good restaurant. On the street, 7 out of 10 restaurants are packed. The remaining 3 are completely empty. What is the most attractive? To which will you go? If you’re like most people, you’ll be drawn to the packed restaurants, despite the world there is and a potentially longer queue.

The logic behind this choice is that of social proof. 

The concept is that people follow the actions of the masses. If we find that a certain number of people act in a certain way, we deduce that it must be the correct behavior to follow. 

And we follow. 

If empty restaurants – in which you did not want to go home – were good food, why is there no one? The brain makes the following link: empty = bad food = I do not fit in. The food may be excellent in this place but the brain works well. We assume that full restaurants are better. 

Why is social proof important for digital marketing?

In physical stores, you have the opportunity to directly compare products. There are fewer outside influences on your decision. If you hesitate between a shirt of two different brands, you can feel the quality, try it, look at yourself in the mirror, etc., to see which one suits you best.

Online, things are different: before making a choice, you need to appeal to external opinions to make your final decision because you do not have the product on hand to try it. 

Before buying an online t-shirt for example, you review the reviews to see what other users think. Even if you personally like the style of the t-shirt, the experience of other customers will influence your opinion because they know the product better since they have already bought it.


It works the same for hotels, restaurants, services, etc. 

How to use social proof for digital marketing?

As we will see below, you can use social proof in many ways on your digital channels. However, the idea behind social proof is always the same: if a number of people already like what you offer, new visitors should follow suit. 

Here are different uses:

  • Positive opinions about you, your site or your products & services 
  • Customer testimonials
  • Mentions of influencers or celebrities
  • A large number of subscribers on your social networks
  • The number of users and customer references
  • Your awards and distinctions 

Social proof is even more powerful when it comes from someone your prospect knows. According to a survey by Nielsen, 82% of Americans say they ask friends and family for recommendations before making a purchase. 

If you do not use the power of social proof to your advantage, your landing pages, your social media posts, your product pages and the content of your blog posts may not convert as well as they could . 

We will now review these six tactics.

“On average, consumers consult 2 or 3 different evaluation sites before making a decision about a company.”

1. Positive opinions 

Are you more likely to enter a restaurant with hundreds of five-star reviews on Yelp, TripAdvisor and Google Maps, or in the one that does not contain any reviews? We all know these types of reviews and today we are all paying attention. 

BrightLocal found that 88% of consumers trust online reviews as much as personal recommendations . In addition, the survey reveals that people do not just trust the first test they see. On average, consumers visit 2 or 3 different assessment sites before making a decision.

how many review sites consumers look at before buying

For your business, try to get positive reviews on all major sites in your industry: Yelp, Google, FourSquare, Facebook and TripAdvisor. 

Do not hesitate to add these reviews on your website, this will give you even more credibility and will favor your conversion rates. 

“The key to convincing testimony is to put forward a problem that your product or service has solved for the customer.”

2. Customer testimonials 

Saying that your product works is not enough to convince people to buy it. It is important to mention a testimonial from someone who has used your product or service and showcased what they have gained. 

The key to convincing testimony is to put forward a problem that your product or service has solved for the customer. A testimony like “I liked the product” is way too vague. 

Be specific. Below, the example of Trello : 

Trello sprout social case study

Contact your satisfied customers and ask them to write a testimonial about your business. Add key figures, percentages, and data that showcase your products and services. 

A study recently showed that 92% of consumers are more likely to trust unpaid recommendations than any other type of advertising . 

3. Mentions of influencers or celebrities

Influencer marketing had a big boom in 2016 and the trend is expected to continue in the future. As mentioned above, consumers rely more on external opinions than on brands themselves. In the same logic, they will trust influential people.

Influencer marketing is particularly effective on social networks:

  • Users’ purchase intent on Twitter has been multiplied by 5.2 after seeing the promotional content of influencers; 
  • 49% of users rely on influencer recommendations on Twitter; 
  • 40% of respondents say they bought a product online after seeing it used by an influencer;
  • Influencer content generates up to 8 times more engagement than content shared directly by brands.

The most important thing for influencer marketing is to partner with the right partners. Find someone your audience trusts. Find an influencer that your target audience knows and determine how you can work together. This can be by mentioning your brand in an Instagram post, by reviewing your product on their website or by writing an endorsement that you can use on your site.


4. A significant number of subscribers on social networks

Even if a large number of subscribers (especially if they are fake) is not necessarily synonymous with quality, the number of subscribers can be a form of social proof.

Always in the same logic as the example of the restaurant, users quickly adopt the logic of the herd. When they see that a large group of people are doing something, they are likely to join it. 

A convincing example comes from Derek Sivers’ Ted Talk on creating a movement *. In his experience, a man starts to dance alone in the park. A person joins him, and so on. The snowball effect is created and a whole crowd participates. 

There is a reassuring side to following a large group of people. 

Even more important than the number of your subscribers is the quality of your audience’s engagement. If you have 25’000 people following you on Instagram, and your posts do not exceed the 50 likes, you will lose credibility. 


5. The number of users and your customer references

Below, a McDonald’s classic: 

mcdonalds over 99 billion served

Who are you most likely to give your money to? A restaurant that has served billions of customers or one that has never served one? 

Does your company have a large number of satisfied customers? All right, put it on your landing pages….

“The more prestigious and recognizable the source of your reward, the more important it is to mention on your site.”


6. Awards and distinctions

Consumers want to invest in brands they trust. Unfortunately, it is not enough to say that you are trustworthy. Evidence is needed, which is why awards and distinctions are excellent social proofs.

The rewards validate your brand because they come from a third party who has given you his approval. The more prestigious and recognizable the source of your reward, the more important it is to mention on your site.

The company Bag Servant , conducted a test to determine if adding one of the awards won at the top of their purchase pages would lead to better conversions. The basic version included a button to follow them on Twitter, as well as the number of their followers. The variant replaced this one with a WOW badge, which was a distinction of a well-known businesswoman. 
The second variant outperformed the basic version on the three objectives tested.

bag servant social proof case study results

Also, if your company is mentioned in important media, it goes without saying that it must be put forward on your website. 

Why refuse a first good impression?

Use social proof for your business!

As you can see, social proof can do wonders to increase your conversions. The advice we can give you right now is to try one of these tactics above and see for yourself what kind of results you are going to get.

References & links

How Social Proof Impacts Online Buying Behavior

People, especially strangers, crave social proof. Social proof is the theory that we are more likely to do something when we see others doing it… This is what Shama Kabani says when he addresses the sociological principle of social proof . So, yes, you are granted, it is not always the case, and it is sometimes better to trust his instincts than the group … But in the majority of the situations we live in everyday life, it is good ” the others “that influence us, especially in our purchasing decisions.

You are on a weekend in a city you do not know and you are looking for a place to eat. Arriving on a pretty square you find two restaurants: one with a crowded terrace and the other desert. Where are you going to sit for dinner? Unless you are agoraphobic, you must have chosen the first. This is normal, social proof is the most reliable indicator for our daily choices .

Marketing departments have understood this and are now using this psychological bias to reassure consumers and increase sales. What are the effects of social proof on online shopping behavior? We have compiled here statistical studies that evaluate its impact on sales.

The impact of social proof on conversions  

88% of consumers say they are influenced by other consumers in their purchases, even if they are perfectly unknown.

In fact, according to a 2017 study by TurnTo, the content generated by users is the one that has the most influence in the purchase process of a consumer . 53% admit being influenced by UGC, in front of search engines (46%) and promotional emails (27%).

Eram, a famous brand of leather goods, has also made an A / B test after incorporating consumer videos on its product sheets. The brand has seen a  15% increase in its conversion rate by integrating customer videos into its image carousel.

In this same study, TurnTo was interested in the specific effects of User Generated Content . 73% of consumers agree that the UGC increases their confidence to buy a product and 67% of them find that it makes the shopping experience more authentic. In addition, 65% of consumers surveyed said that the content created by users is more interesting than that offered by brands . The UGC reassures and brings a touch of authenticity favoring conversion.  

Social proof increases consumers’ propensity to pay

The Profitwell analytics suite did not simply stop at the effects on the conversion rate. In a recent statistical experiment, they analyzed the effect of social proof on nearly 30,000 consumers (B2C and B2B) to see if this affected their propensity to pay.

The results are unequivocal: consumers are willing to pay more for a product when they have been exposed to positive social proof.

In B2B, a social proof like a verbatim on a product page increases by 6% the propensity to pay. It exceeds 10% when the consumer has access to a short customer case and can even reach 30% with a complete case study.

On the B2C side, the propensity to pay follows similar trends when consumers are exposed to social proofs such as text opinions, photos, videos, recommendations from experts …

In digging a little, Profitwell realized that the specificity of social evidence greatly affected the propensity to buy. The more detailed reviews are, the more customers are willing to pay for a product or service . Result: In B2B, comprehensive case studies can double the propensity to pay. And B2C side, it can be multiplied by 5!

Remember that if you want to collect testimonials from your customers to promote your products or solutions, ask them to be as specific as possible .

The text is good, but the picture is better  

If we are now interested in the most successful formats, we realize without much surprise that the trend is to visual content.

According to Kissmetrics, 60% of consumers prefer to watch a video than read a text review. And ROI level, a consumer is 64 to 85% more likely to buy a product after seeing a product video .

The video is consumed easily but above all, it reassures! Indeed, more and more doubts hang over the comments of e-commerce sites:

A fake review costs just £ 5 on freelancing sites like Fiverr and many companies, sometimes even internationally renowned, have used this kind of service. Already in 2015 The Guardian revealed that Amazon filed a complaint against 1114 false opinion writers on its site, paid by sellers to increase their visibility and their conversions on the commercial site.

Things to keep in mind…  

  1. 88% of consumers trust clients’ opinions as much as a family member’s recommendations.
  2. User generated content (UGC) is the most influential in the process of buying a consumer in front of search engines and promotional emails.
  3. Social proof increases consumers’ willingness to pay: The more detailed the testimonials, the more willing they are to pay. Be specific!

Social Proof: How to use psychology in B2B Marketing

Social Media, Social Selling, Social Marketing Strategy … Yes, the word “social” is put in all the sauces in marketing, and this exponentially since the expansion of web 2.0, including social networks.

But today, I want to talk to you about a very old practice, stemming from sociology, which calls on this term: it is about the Social Proof, central element today of any strategy of digital marketing which respects itself. What is it, and why is your BtoB marketing badly in need of it? What are the risks of not putting a good dose in your strategy?

Social Proof ?

If I tell you that the most effective way to explain the principle of Social Proof is to start from an Elvis album, do you believe me?

Social proof-marketing-btob-elvis.jpg

The King releases a compilation of his biggest titles, which he titled  50,000,000 Elvis Fans Can not Be Wrong – literally, 50 million Elvis fans can not be wrong. The choice of this title would make many sociologists smile; indeed, this is a classic use of the famous Social Proof that I want to talk to you.

If 50 million buyers have already given in to the temptation of the gold lame costume and the rock’n’roll that deposits, how can they be wrong? And why resist this temptation yourself? The album of course made a second card. 

This is why we define the Social Proof, or “social proof” in French, in this way: it is about the fact that a person undecided on a subject will more willingly take the party of another person who has expressed his point of view on it. Famous blogger Aileen Lee describes Social Proof  as ” the positive influence created when someone discovers that others are doing something “. 

It is this “social proof” which explains, for example, that one can not help but often prefer the restaurant to the long queue to the one next door, to the empty room. Unless you test both, you can not make objective differentiation. Yes, but if so many people find an attraction in the first restaurant, is not it the best of both? 😉

Social Proof: what’s in it?

Your storytelling, at the heart of a Social Proof strategy

You have great products or great services to offer to your potential customers; I have no doubt about it. However, never these elements will form social proof if you do not build them around a particularly chiadée history . With your pencils: you need to create a solid and attractive storytelling around your company . Put this information forward on your website to increase your brand awareness and improve the chances of attracting the prospects you target.

Investors trusted you? Put it forward in this story. Are your teams happy to work for you, and fundamentally believe in the benefits of your solutions? Also highlight this, for example make ambassadors of your brand on social networks . In short: bring into this storytelling all the individuals who participate in your Social Proof. 

The goal is to build an e-reputation of your company’s thunder on the internet.

The opinion of your customers is important!

The power of a testimony lies in the fact that it comes from a source external to your company. When was the last time you made a purchase without consulting other users? 63% of consumers will be more likely to make a purchase on a website that displays products with user ratings and comments (Search Engine Journal).

In BtoB as in BtoC, consumers are looking for the best offer. On average, a BtoB buyer makes an average of 12 web searches before committing to the website of a specific brand (Google 2014). Your prospects are rarely pioneers! Whether you have the innovation of the century or your market is very competitive, you can reassure and convince your prospects using the advice of your previous customers.

Do not be fooled, here are some clues for the choice of customer testimonials to use:

  • Use short quotes (2 or 3 sentences maximum) but with an impacting message
  • Be certain that the value of your product or service is easily understandable in this quote
  • Include images of users or product in use to gain credibility 
  • Highlight your ideal consumer  : the prospects who are in your target must be able to recognize themselves

Numbers, numbers, and more numbers !

Finally, what better way to develop one’s credibility than the least subjective elements: the numbers? Put them  at the heart of customer case studies that you will have in strategic places on your website, highlight the elements of your performance measurement; spread out all these figures in the eyes of the general public. On your blog posts, add widgets that display the number of shares  on the various platforms. Why not also insert a counter at Likes ? Digital makes it possible to collect so much credible data, that it would be stupid not to insert them in your strategy of Social Proof. 

Social Proof : where do I start?

Putting a Social Proof strategy in place for your marketing campaigns is to take care of the elements that constitute this social proof , and put them at the center of your communication and content marketing strategy, especially on the Internet.

These elements are multiple, and can all be used together, in a process of coordinating efforts. It’s your turn :

Your website, the key place of your Social Proof

Your website will become the receptacle of all the elements of social credibility that you have been able to gather here and there. Feel free to play, like many sites today, the porn logo  ; this is the trend of displaying all the logos of its customers . Be careful though, too much logo kills the logo: it should not interfere with the readability of your pages!

Why not links to recommendations that your customers have made on social networks (LinkedIn, Facebook, Instagram or other). The plus is to include them on the pages where you offer an ebook or a commercial offer. The testimony adds credibility and reassures prospects who arrive on your landing page . 

Your company has passed certifications or received distinctions? Here is another social proof to put forward, in the footer of your site or on a dedicated page, type “About the company”. It’s up to you to emulate good BtoB marketing practices by seeing what your competitors are doing on their site … and do not hesitate to take some seed. 

Include your Social Proof in your e-mailing strategy

It is not only on your website that you can highlight your achievements. Adding a dose of social in your emails is easy enough and there are many ways to do it.

  1. Showing numbers : Impressive numbers allow you to build trust with your recipients and increase your credibility.
  2. Present evidence : comments, product notes and testimonials are the most effective levers of the Social Proof. So add them at the bottom of your marketing emails with a photo if possible.
  3. Use the logos of well-known brands : whether they are customers with whom you worked, or the certifications of your company to achieve a halo effect. As people recognize the logos or distinctions that you put forward, they will have a better vision of your business. This will increase your conversion number.

A business blog to highlight your expertise

If your customer stories are long enough, you can use them to feed your business blog. The goal is to present more details to your prospects to generate more confidence from them. In addition, this method helps you to increase the referencing of your website stack on topics that interest you.

But why would your prospects read stories of past customers? I told you before: it’s storytelling .

One of the big reasons why companies are struggling to convert or retain their customers is because their potential customers do not know if the product will work for them or not. Examples from lived experiences are much more likely to be selected than statistics. We tend to put ourselves in the protagonist’s place, especially if he has strategic issues similar to ours

Social Proof: So what for my BtoB marketing?

The Negative Social Proof is the death of the conversion rate

Many marketing experts still feel that giving consumers a sense of urgency is the best way to get them to make a buying decision. In reality, they only boost their CTA ( Call to Action ) with bad social proof, which puts their conversion rate at risk.

Why ? Because you risk inducing bad consumer behavior in your prospects. Let me explain: take the case of Wikipedia. Do you remember the messages they display on their fundraising campaigns?

What do you think of when you read the highlighted phrase? Probably the same as thousands of other netizens: “If the majority of people do not give, there is no negative consequence to not give. “

This kind of sentence is negative social proof . Just as social proof leads prospects to trust you, a bad choice of testimony or wording can make you lose credibility with your future clients.

Buyers believe in authentic content

Interruptive marketing no longer has a place in today’s world. Prospects tend to ignore unwanted ads, and rely on the opinion of other users. This is the power of user-generated content (UGC). The goal is to induce an emotional reaction in your target.

While not advertisements, customer quotes tell buyers the fact that other people with likes similar to theirs have enjoyed your product or service. These testimonials can highlight an operational issue that you have helped to solve, or a concrete advantage obtained by your client: gain in productivity, fewer manufacturing errors, the ability to control more projects at the same time …

For example, imagine that your company offers software that helps perform market analysis and that you target SMEs or VSEs. A generic social proof can be: “The PERFECT software for your business”. You will find that nothing is learned from your product by reading this sentence. Can not convince a prospect this way!

Today, do not hesitate to highlight your old customers who explain how their purchase has been beneficial. Keep in mind the challenges your prospects face in their everyday lives. As a result, your new quote could be “This software allowed my salespeople to better analyze the data we had on our target and to win a market share that we did not suspect. “

And now, you’re ready to make your brand more believable than ever on the web! Use this information as a differentiator in your marketing strategy against the competition of your sector.

Social Proof : How To Use the Psychology Of Social Proof To Your Advantage

As you certainly know (or not) like attracts like. This means that you will rather choose to eat in a restaurant where the tables are occupied than the one next door or the tables are empty:

This is also known as the mass effect.

If the world represents a certain legitimacy for you, social proof is even more present if you observe that a high-profile individual (and therefore with strong social proof) uses this product.

Are people sheep?

Some explain this psychological phenomenon by a lack of time and comparators easily accessible, others say that consumers are sheep and follow only the mass without asking questions.

In the middle of all this, there is an opportunity to use social proof to generate interactions and conversions with the public.

Nevertheless to use these levers you will have to either create them or build them artificially. Before continuing, find out>

3 examples of social evidence

The number of views on YouTube : Statistically a video on the YouTube social network that has a number of important views from the beginning will be more likely to have more and trigger a “social proof” effect. If a lot of people watch the video, it must be great.

Some Youtubeur go to buy views (illegally) to trigger this domino effect and try to take advantage of this mass effect generated by important views.

Reservations required : Products or services requiring reservations often provoke aversion to loss.

Consumers say that if they have to book a product it is very popular and therefore necessary. To pay a lot more attention to this one so as not to miss out.

Apple often uses this reservation principle for new products under the pretext of a limited stock while the Californian brand has plenty to offer all of these consumers.

Releasing a product in limited quantities quickly causes an out of stock effect and therefore queues, and reservations.

The product appears as desirable and interesting

The Influencer : A person who has a strong reputation as a movie star or a high-profile medalist can easily influence consumer choices.

By having a strong reputation and a certain legitimacy linked to its status, the influencer creates a favorable dynamic for the brand.

“Social proof is a psychological phenomenon that occurs when a group person assumes that the actions of others reflect the appropriate behavior in a given situation.

Buyers are strongly influenced by the actions and recommendations of others, so social proof is essential to increase your conversion rate. “

Social networks

Social networks are a place of truth for the social proof of a company or an individual. It is relatively easy to quickly assess a user’s reputation by observing:

  • The engagement rate (Like, comments, answers)
  • Number of subscribers
  • Freshness of publications
  • Quotations and republication
  • Content generated on the network and commitment to the account is the social proof that your customers might need to switch to a purchase.
  • Comments and user reviews

People often turn to the advice and advice of others to avoid mistakes and be reassured in the act of making the right choices. 
The higher your customers are in the funnel, the greater the uncertainty.

It is therefore necessary to build strong social proof by generating a large number of interactions.

If you have not set up user comments yet. It is essential to start now to provide your prospects with strong social proof.

“If other users use this solution and take the time to post a comment. This product is good and positive. ” 

In the same way, some negative comments will not necessarily be catastrophic. Nobody is perfect and these comments show that your product is used and credibility by the good comments majority.

In addition, any negative comments that you receive from you will show your audience that you are there. If things do not go as planned.

“The comments impact more than 80% the decision of purchases of potential customers in decision making phase”

Social proof: mandatory in the decision making phase

Before making a decision, some consumers turn into real investigators and look for content and information from the users of your solution.

You must clearly display this content created by the users of your product.

A perfect example to show how important content is in the decision making of potential actors. It’s the company: GO PRO.

The brand highlights videos shot with their sports cameras in order to create a strong social dimension and therefore an indisputable social proof.

Being very present on social networks, the brand has from the beginning built a strong reputation to be a must in the sector of sports cameras. Even though the competition is very strong.

A semantic cocoon conducive to buying

It would be crazy to believe that prospects read all comments nonetheless. There are magical words that absolutely must stand out around your brand or product.

The following terms have a strong reputation among consumers:

  • Quality
  • Better
  • Superlative: great, awesome, amazing, wonderful, magical, wonderful
  • Love: To love a strong connotation, to love a product is stronger than to appreciate it
  • Recommendation: Users who clearly recommend the product are a formidable weapon.

And the polls in all this?

They are another form of social proof:

“A survey reveals that 80% of consumers recommend the use of our product.”

An argument in reinforced concrete for the future buyers who will say immediately:

if 80% of people recommend the product, it is that it must bring a strong added value for them.

Why not me ?

And the story starts again, because the potential customer will follow the advice of other consumers. This is a strong argument that he will take into account in his purchase decision.

How to use social proof for your business? 5 practical tips

1 – Ensure a presence on social networks by creating quality content

2 – Ask the users of your solution

3 – Order targeted surveys to highlight a problem and its solution: your product

4 – USE CASE: What are you waiting for to show how interesting your product is in specific situations?

5 – The media: The media enjoys a strong legitimacy. Find ways to get media coverage to ensure legitimacy with readers or viewers of this media.

Social proof has a strong impact on consumers’ buying decisions. It has been used for a long time to convince you to buy a product.

The mass effect allows you to develop your results provided that you use the various levers of social proof on a daily basis.

Collecting reviews and content from your users is one of the levers and social media that consumers use. To make their choices and make a final decision on an act of purchase.

Clearly displaying its notoriety on search engine results will have a significant impact on your click rate and ultimately on your results and conversions especially if Google posts stars and other user ratings on your product