We all know the power of social proof, especially with online shopping. Social proof refers to the psychological principle that people are more likely to make a purchase if they see that others have already done so. In other words, people are influenced by the actions and opinions of others.
As shoppers and individuals, we all want to be unique, independent thinkers and trendsetters. However, when it comes to our consumption, we also want to make smart decisions so we don’t waste our time and money. I know that for myself as an online shopper, I am always looking for reviews, testimonials, and proof that the product I’m looking for will actually do what I want and need it to do.
For ecommerce companies, social proof can be used to help drive sales, increase traffic to your website, and improve conversions by 20% – 30% on average.
Here are six ways to use social proof to drive ecommerce sales:
- Add verified customer ratings and reviews to your website: Customer reviews and ratings are one of the most effective forms of social proof, especially when they are verified reviews. They build trust with potential customers and encourage them to make a purchase by showing that other people know, like, and trust the brand and products as well, so it’s a “safe” purchase.
- Display your reviews on multiple review sites across the web: Recent research by Womply found that businesses that display reviews on at least four review sites earn 58% more revenue. This is possibly one of the most misunderstood and underutilized reputation management strategies.
- Encourage customers to write reviews: Encouraging customers to leave reviews for your ecommerce store so it is always showing timely, relevant reviews is key to continuous growth and success. As you do this, be sure you are collecting reviews through a Google Review Partner like Shopper Approved so that the reviews are classified as verified reviews, are syndicated to Google and Bing, and can be collected through an automated process, so you as the business owner don’t have to manually request these reviews. Instead, you can focus your time on building up other areas of your business while your reviews automatically contribute to your growth in the background.
4. Publish case studies and success stories: Case studies and success stories can help demonstrate the value of your products or services and build trust with potential customers. A lot of businesses like to do this through the power of video reviews and testimonials. When you collect these reviews using software like Shopper Approved, this can automate your process for collecting these and having them published directly to YouTube, which also boosts your SEO reach.
5. Share your awards and recognition: Sharing any awards or recognition your business has received can help build credibility and trust with potential customers. Tons of consumers also like to hear about non-profit outreach and ways that you serve the community, economy, and world. (Sometimes it’s okay to brag a little bit about how amazing you are as a business.)
6. Showcase customers’ logos: If you have worked with well-known brands or businesses, showcasing their logos on your website can help build credibility and trust with potential customers. This showcases to your customers that you can be trusted and tells them to work with you too, because brands that they may also know, like, and trust have worked with you, so why shouldn’t they as well?
These six methods of presenting social proof to your customers may seem small, but consumer preferences and behavioral design research have proven that even small changes can have a cumulatively big impact on conversions and sales. Shoppers tend to fall into regular patterns of comfort with their actions, so implementing these suggestions can establish familiarity for visitors to your site, decreasing any concerns they may have and reassuring them that buying from you is a good decision.
Even when shoppers believe they are making all their buying decisions based on logic, emotion still plays a huge part in the process. By implementing these six tips, you are reassuring both the logical and emotional sides of your customers. This creates a comfort zone where shoppers will trust that you are looking out for their best interest by giving them the information they need to make the right decision about buying.
By using social proof in these ways, your ecommerce business will build trust with potential customers and encourage them to make a purchase. This will ultimately lead to increased sales and revenue for your business.
The easiest way to take action to implement social proof on your website as an ecommerce business is to schedule a consultation with Capitalism.com partner, Shopper Approved, and see if our services are a good fit for your business specifically.
As always, Cheers to your success!
About the Author:
Alaina Rupe is an advocate for the entrepreneur spirit, believing that, “We rise by lifting others.” She found her niche as an account executive at Shopper Approved. In her role, she thrives on empowering ecommerce business owners and leaders to grow their business to the next level by advising them on growth strategies and processes that have been proven to lead to 10x more 5-star reviews, a boost in organic traffic, and 30% more conversions onsite. For more ecommerce success tips, follow Alaina on LinkedIn. Contact her directly at Arupe@shopperapproved.com or 385-432-3348. Let her know that Capitalism.com sent you for an exclusive discount on Shopper Approved services.
