You cannot go too far these days without seeing an example of social proof.
Whenever we are about to spend money, we want to know it is for a practical reason. So, we go through a complicated buying process where we weigh up the pros and cons of what we are buying, and social proof can play a big part in this.
So, what exactly is social proof, and how does it affect your business?
Here is your guide to using social proof to win you more business.
What Is Social Proof?
Social proof works on the premise that we are influenced by the thoughts, feelings, and opinions of others. Based on normative social influence, it is believed that we will confirm with others to be accepted by society.
For instance, when you see a celebrity, you love promoting a pair of shoes, that’s part of social proof, and it is a powerful tool. Social proof is about more than just seeing celebrities with products though, it is about knowing other people have made the purchase you’re about to make and that they had a good experience.
Businesses can tell you they are trustworthy and that their products and services are good, but what evidence do you have to back this up? If there are thousands of reviews from happy customers, then that is going to make a big difference to your purchasing decision.
With online sales, social proof has become an even more prominent tool for businesses. You see reviews everywhere, from emails in your inbox to social media ads to checkout pages. They are such a big part of consumer behavior that the average user reads ten online reviews before making a purchase decision.
If your business is not showcasing its reviews, then it’s going to lose out on a big chunk of sales.
Why Is Social Proof Important?
Social proof is important to businesses because it is important to customers.
Ask yourself if social proof is important to you as a consumer, and the answer is probably yes. For example, how often do you purchase without looking at the reviews before you buy?
Whatever industry you are in, there’s so much competition out there, and if small things are missing from your customer journey, then people will go elsewhere. So, whether you are an e-commerce store, a B2B business, or a doctor’s practice, you need to be able to convince people they can trust your business, and social proof is one of the most effective ways to do this.
The great thing is modern technology makes it easier than ever to collect social proof. With the right apps, you can automate the process and ensure you are getting valuable feedback.
People are willing to give you reviews as long as you make it convenient for them to do so. For example, if you are expecting them to write a long essay, then it might not happen, but if you ask them a few quick questions, they really won’t mind.
Taking the extra time with customers to make sure you’re getting social proof is worth the effort, as testimonials can increase the conversion rate on a page by 34%.
Not Just for Products but Services Too
Social proof is not just for selling products. It is vitally important for services too.
Choosing whether to buy a pair of shoes is one thing, but when you are choosing a lawyer or doctor or other professional services, then it’s a much more important decision. People are going to want to get this decision right, so they are going to be even more invested in looking at the evidence.
In the past, these decisions were often made based on recommendations from people we knew (friends and family), but with the internet, we are increasingly able to tap into the experiences of people we don’t know as well.
70% of people trust a review from someone they do not know, and when you compound this into thousands of positive reviews, then it has the potential to build a lot of trust between you and your prospective client.
It is easy to get caught up in the idea that reviews and star ratings are for products, but they’re not, they’re for services too, and people expect to see them.
Examples of Social Proof
There are six basic types of social proof you commonly see.
- Case Studies – In-depth, data-driven analysis of the products or services you offer. For example, you may do a case study on how one of your clients increased revenue by 50% with the help of your services.
- Testimonials – Testimonials are perfect for any piece of marketing, and they are easy to collect. Simple quotes about your customers’ experiences are a great way to influence them.
- Reviews – Similar to testimonials, but slightly more technical and less personal.
- Social Media – Authoritative sources sharing your content, tagging your business, or promoting products.
- Trust Icons – Icons on your website that show you are trustworthy.
- Statistics – Shows the numbers behind your business (e.g., 30,000 customers a month)
Each piece of social proof offers your audience something slightly different, and they come together to create a more complete picture of your business.
What to Do with Negative Reviews?
Negative reviews are not all bad.
Customers are not naive; they know there are some customers out there who just can’t be pleased, so they expect to see some negative reviews.
Negative reviews are also a great opportunity for your business to learn about its operations and streamline what you do. Of course, not all feedback will be helpful, but a lot of it will be.
Of course, there is always the chance that you get some terrible feedback; that’s not a fair reflection of your business, though, so what should you do in this situation?
Going back to a business like a doctor’s practice can be extremely damaging. It is hard to underestimate the importance of online reputation management for doctors, so it’s a good idea to speak to a professional about this situation.
If you are going to respond yourself, then make sure you act quickly, remain professional and polite, and try to bring the conversation offline (or to a less public space). Understand what the customer wants to achieve from the interaction and find ways to get what you need out of it.
Using Social Proof to Boost Conversions
If you want to use social proof to boost your conversions, then you have got to start collecting it!
Sometimes people will just give you a review or post something great about your product, but they have to be prompted to do so most of the time. You do not want to be pushy when asking for people’s feedback but be polite and make it easy for them to write a review (you might even want to incentivize it).
Once you have got social proof, you need to make sure you are using it in the right places. Luckily, social proof fits in nearly anywhere, so really think about how you are going to use it and make sure you’re getting it in front of people.
Conclusion
Social proof is an extremely powerful tool, and it is almost a necessity in modern business.
People want to know other people have experienced what they are about to sign up for and that the experience was positive. So, if you have got hundreds of happy customers, then find ways to show it.
The use of social proof can do wonders for your conversion rates and help you make more sales.
