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Today’s customers are savvy and spoiled. They aren’t easily swayed by subjective marketing claims and clever ad copy. They live in a world that’s characterized by fake news, sensational headlines, and biased reporting. One of the byproducts of this sort of toxic environment is that they’re constantly looking for facts and objectivity. And until they find these facts and objectivity, they’re unlikely to be persuaded.

From a marketing perspective, these factors only serve to enhance the significance and effectiveness of social proof. The question you need to be asking your brand is, “Are we leveraging social proof in the proper manner?”

This is why social proof is crucial when it comes to maintaining a high level of visibility and conversions. Social proof types and how they increase conversion rate. There are numerous types of social proof that you can employ to skyrocket your traffic conversions. However, there are 6 main types of social proof that you can use. Types of Social Proof to Boost Conversion. By leveraging social proof, you are able to sky-rocket your sales and take your website to a new level. Without further ado, let’s have a look at some of the most effective ways you can add social proof to your website and boost conversions. Real-Time Customer Activity.

The 4 Types of Social Proof You Need

“Social proof is a psychological phenomenon referring to people’s reliance on the feedback and actions of others to determine what is right and what is wrong in a given situation,” marketing strategist Kristina Cisnero explains. “Social proof is a concept as old as marketing itself – think of the testimonials in ads. But the rise of social media has enhanced the importance of social proof because feedback from real people is more easily accessible than ever before.”

1. Statistics and Numbers

Thank you for sharing such an informative content as per increasing the conversion rates with social proof. Jean-Christophe Lavocat. November 14, 2016 at 8:50 pm. Because social proof tells your visitors that they are following in the footsteps of others, they’re more likely to buy than shoppers who haven’t seen the messages. We’ve proven this, via our own A/B tests, and seen product conversion rates improve by up to 12% when our social proof is shown. So they showed their visitors social proof in the form of their Trustpilot ratings to help give them the confidence to continue on to conversion (resulting in a conversion rate increase of 18%): Social proof example from OVO Energy.

People love statistics, data points, and numbers. While it’s certainly possible to twist numbers – and savvy customers are aware of this – they are generally viewed as objective and rational.

This web page from Davis, Saperstein & Salomon P.C. is a good example. They include a section titled “Verdicts & Settlements,” which references a number of different cases the firm has won. When prospective clients see these numbers, it reassures them that the firm knows what they’re doing.

2. Client Testimonials and Reviews
   

Peer approval is the ultimate form of social proof. From a marketing point of view, one of the best things you can do is curate your brand’s best client testimonials and reviews and conspicuously publish them on key website pages.

Crowdleverboost Conversion Rate With Social Proof Without

This web page from Atradius Collections is a nice illustration. Not only have they gathered statistics about customer satisfaction, but they’ve also pulled some quotes and published them in a singular resource for easy reference.

3. Celebrity Endorsements
   

Celebrity endorsements are a favorite social proof strategy for many big brands, but why? The answer can be found deep inside your brain. Your mind doesn’t do a good job of differentiating between real and make-believe, so a famous person you’ve never met can feel like a trusted friend.

“When a familiar face promotes a product, it makes it seem as if the product itself is familiar, which makes people more likely to buy it,” Jeff Stibel writes for USA TODAY. “Even though we’ve never met them, the brain regards familiar celebrities the same way it does people who are actually familiar and trustworthy to us in real life.”

4. Halo Effect
   

If you know that one of the more successful businesses in your industry is using a certain tool, it’s going to make you more likely to try it yourself. That’s because you trust their judgment and, to some degree, believe their alignment with this particular resource is partially responsible for their success.

In terms of social proof, one of the best things B2B businesses can do is include a list of current customers and clients. The Storbie homepage is a good example. Near the bottom, you’ll notice a section with more than a dozen logos of companies using its platform. This is social proof in action.

Make Social Proof Work for You

Nobody is going to force you to use social proof on your web pages, but it would be pretty foolish to ignore. Social proof comes in many shapes and sizes, but it’s been proven to be effective over and over again – especially in today’s landscape. It’s time to put it to use.

Social proof has become one of the most effective client acquisition devices both new and established brands can deploy. To back these claims, we have 2 notions that we’d like to address:

• Humans are essentially social animals
• Word-of-mouth never fails

What this means within the digital marketing landscape is that people are likely to buy your product and/or hire your services if someone they can trust recommends your brand to them. If you can get others to promote your product in an organic and almost non-advertising manner that is word-of-mouth, your business is highly likely to soon morph into unstoppable money-making machinery, without spending too many resources on paid ad strategies.

This is especially true for SaaS and E-Commerce niches wherein website visitors often need one final nudge towards becoming paying customers. Although organic and paid traffic can be quite effective in terms of getting people onto your landing page, converting them from mere visitors into hot leads and paying customers can often feel like a tall order.

In order to master this conversion game, you need to (aside from having a killer product to offer) come up with a surefire funnel and strong marketing strategy, but also make sure all the moving parts are working like a well-oiled machine without any bottle-necks slowing things down.

In this article, we will tackle the importance of the social proof component and how to leverage it in order to make your conversion-fueled marketing plan as effective as possible.

What Makes Social Proof so Fruitful?

Making an online purchase or becoming an active SaaS user, for example, is more of a journey than an isolated event. During this journey, your potential customer needs to make an informed decision to go with your product in lieu of choosing one of your competitors.

If you can make a website visitor feel comfortable and confident that he or she is making the right choice by becoming your customer, you are likely to turn them into a happy and satisfied (and loyal) client. Redneck skeet shooting a la jackass tv show.

This is where implementing the social proof component within your funnel comes into play.

For example, 64% of software buyers tend to read at least 6 online reviews before making a purchase, according to Capterra, while 91% of people aged 18 to 34 say they trust online reviews as much as personal, word-of-mouth recommendations.

Online reviews, testimonials and other forms of social proof have a huge impact on us pack animals, as nobody wants to waste their precious time or hard-earned money on mediocre products. This is why we seek services and products that have been enveloped in clear validation of quality and legit endorsement by other trustworthy users and clients.

3 Types of Social Proof to Boost Conversion Rates

Though there are numerous ways to utilize the power of social proof and word-of-mouth to expand your client base and ramp up your overall ROI, we decided to narrow down this list to 3 most effective and affordable ways to generate social proof and build more credibility around your brand.

1. Product/Service Reviews

Crowdleverboost Conversion Rate With Social Proof You Have

Purchase reviews are probably the most popular and effective form of implementing the social proof component into your marketing strategy, regardless of the niche. As we already mentioned above, over 90% of shoppers read and trust online reviews during their online purchase journey, while perhaps even more staggering data in regard to purchase probability states that a product that features at least 5 available reviews is 270% more likely to be purchased compared to a product with no reviews.

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That said, websites that don’t allow their customers to leave product and/or service reviews are most likely losing vast conversion rates boosting opportunities.

Crowdleverboost Conversion Rate With Social Proof Silver Eagle

However, getting customer reviews is not exactly a walk in the park. According to a white paper published by The Good, “only 1% of online community participants actively add user reviews. Many times, customers will only leave reviews if they had an exceptionally positive or exceptionally negative experience.”

How To Get Genuine Reviews

Most businesses utilize the post-purchase customer email outreach method to remind their existing customers to provide product feedback in the form of reviews so other members of the online community can use these reviews to make data- and experience-driven decisions but also help the very company improve their process of future product development.

Here are some tips on how to properly approach the post-purchase customer outreach method:

• Come up with perfect email timing – Make sure you send this email after the buyer and/or user has had enough time to form an organic and informed opinion.
• Provide your customer with review suggestions – Not too many people are avid reviewers, which is why we recommend suggesting topics to your reviewer as several examples can jump-start their imagination and vocabulary.
• Consider offering incentives – Outreach emails that provide certain incentives in the form of discounts on future purchases in exchange for an honest customer review have proven to be quite effective.
• Include a link to the review page – Emails that provide the customer with a review link so he or she doesn’t have to search your website again also provide better results.

Bonus Tip: Don’t Post Fabricated Reviews

Though creating fake customer reviews may seem like an easier solution and a nice workaround, we do not recommend resorting to this tactic. Experienced and savvy members of internet communities tend to be experts in spotting fraudulent reviews, which can bring more harm than good to your business. Especially in the long run, if your brand gets exposed and labeled as a fake review user.

2. Social Proof Tools and FOMO

Utilizing social proof tools can help you increase your conversion rates and quickly up your brand credibility game. These tools, when deployed properly, are able to help businesses, especially those that operate within E-Commerce and SaaS niches, turn their page visits into actual sales, leads, and – ultimately – loyal paying customers.

Most social proof tools are providing your visitors one final nudge down your funnel by turning both your paid and organic traffic into actual purchases and conversions using the potential that word-of-mouth and FOMO-driven advertising harbor.

Crowdleverboost Conversion Rate With Social Proof Retirement

For these purposes, we recommend using Cue – a user-friendly and affordable social proof tool.

Cue works like this: once a potential customer reaches your website, they are presented with a bubble-style notification that contains useful conversion-driving data about your newly acquired clients/users, thus providing an extra layer of validation and legitimacy to your product and/or service. This info most typically includes:

• how many new users joined your business within the last 7/30 days
• where these users are from
• which action they performed
• how many people are currently viewing this page, etc

With the right combination of these social proof notifications and a killer product – you can easily boost your conversion rates, expand your client base, and build further credibility around your brand – which is especially difficult to achieve if you are just launching your business.

3. Influencer Endorsement and Testimonials

According to a survey conducted by MediaKix, 89% of marketers claim that ROI generated from influencer marketing yields results that are either comparable to or better than those coming from other marketing channels. Influencer-powered endorsements are among the strongest social proof based advertising strategies, however, the success of this marketing approach can be boiled down to the following 3 factors:

• The type of product/service you are trying to sell
• The influencers you choose
• The resources you have

Tracking down and selecting the right influencers is pivotal when it comes to leveraging this type of social proof tactic. The popularity level of the influencers is often not as critical as their niche-focused competence. What we mean by this is the actual advertising power of an influencer over their followers and how potent their product validation is to both their follower base and your target audience.

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Over to You

Essentially, online marketing based on social proof is among the most organic advertising strategies a company – established or newly founded – can deploy. Showing that your product and/or service has been approved and even praised by existing customers or influential personas can do wonders for your sales and conversion rates.