Social proof: the psychology behind marketing
Flo Allen
How often do you turn to reviews for reassurance before buying a product?
Pretty often, I’d guess.
As consumers we rely on others for validation and reassurance before making a purchase – this is called social proof.
It’s proof that a customer or client had a positive experience of using your business. And, as people are considerably more careful with their money, it’s crucial to provide this evidence to support why they should choose you over others.
In this blog, we’ll discuss the types of social proof, why it should be an essential part of your marketing strategy and what aspects to avoid.
What is social proof?
Social proof is a social and psychological phenomenon whereby people copy the actions of others. When people are uncertain about a product or service, they look at others’ behaviours for guidance. In marketing, it shows that people see value in a service or product. This creates a feeling of validation and trust.
During your search for a product or service, you’ll most likely be thinking about its credibility and relevance. You’ll also consider if it is attractive, visually appealing, easy to understand, nearby and specific. These factors are called CRAVENS, which are principles of persuasion marketing.
Subconsciously people make decisions based on these principles and social proof is one of them.
So, what types can your business adopt?
Types of social proof
Social proof can take many forms. Here are some of the main types to consider as tools to boost your business’ conversions:
- Case studies and their metrics
- Client testimonials
- Reviews
- Social media statistics
- User-generated content
- Awards/certifications
Why are these effective?
As businesses continue to shift into the digital sphere, depending on word of mouth and personal recommendations alone has become an unfavoured marketing strategy.
Put simply, that’s why social proof is so important for your business. It gives potential customers and clients the trust and confidence they need to see before they choose to invest into your business over your competitors.
So, let’s delve into how the different types of social proof are effective at gaining your customers’ trust and generating greater leads.
Adding reviews and testimonials to your website’s landing page immediately provides the viewer with an understanding of someone else’s experience – which is hopefully a positive one! They serve as persuasive techniques that capture the viewer’s attention, increasing the likelihood of them exploring further and ultimately making a purchase.
In their study on customer reviews, Trust Mary found:
“When website visitors were shown customer reviews on the website, e-commerce conversion rate increased by 67% compared to customers who did not see reviews.”
Similarly, client case studies can effectively answer readers’ questions or concerns, offering insights that build assurance and credibility. These case studies and testimonials not only provide answers but also demonstrate how the product or service has successfully solved similar challenges for others.
Obtaining awards and certificates which are visible on your website are another great way to indicate your success and affirm to the viewer that you’re a reputable business, making them more likely to choose you.
Data and statistics are a great way to quantify campaigns to prove their effectiveness. For example, throughout some of our case studies we highlight the increase in website users and page views our clients have seen since we rebranded or redesigned their website. This not only demonstrates the success of our clients’ campaigns, but also highlights the credibility of our trusted team of specialists at P+S.
Getting to grips with social proof might look like a walk in the park, but before you showcase those glowing reviews and testimonials, we’d suggest a few easy steps to take.
How to implement social proof in your business strategy
- First, you must recognise the needs and values of your customers and use this to inform your social proof. Whether it’s a focus on customer service, technical know-how or efficiency and reliability, it’s important to showcase feedback that echoes your customers’ voices.
- Second, decide on which social proof types you want to insert. These need to convey relevance, answer questions and counter objections. You want your social proof to display your company’s values as well as your customers’ experiences.
- Choose and refine the content of your social proof. Rotate the content and test for the best results. For example, use testimonials that use your key words or widgets that may catch the viewer’s eye.
Now, let’s not forget about an important part of all marketing strategies – the tracking and analysis.
How to measure the impact of social proof
Tracking your social proof is an important aspect of your marketing strategy. Staying aware of your customer reviews, testimonials and social proof engagement can help you stay informed on what your customers like to see.
Tracking conversion rates with Google Analytics or A/B testing is a smart way to measure changes. You can do this before and after adding testimonials or success statistics to your landing page. This helps you see if your social proof is improving your viewers' experience.
While social proof showcases real-life success stories for your brand, you should avoid certain elements.
What not to include as social proof
Social proof needs to be honest and transparent.
If you’re creating fake statements and reviews, you immediately lose the trust of your viewers. And therefore, your likelihood of conversion rates.
Likewise, if you’re using sources that don’t reflect your customer and clients, it can seem disingenuous, and you risk losing your business’ authenticity.
On the other hand, neglecting negative feedback can also appear disingenuous, creating a disconnection from your customers. Addressing negative reviews demonstrates that you value your customer’s experiences through building trust and showing you want to do better.
So here’s the big question: Have we earned your trust and supplied all the evidence you need to enhance your website’s social proof?
How can we help utilise your social proof?
P+S has all the technical know-how to make your website social proof optimised.
Get in touch to find out more.
Email us at marketing@proctorsgroup.com
