See, Believe, Buy: The Selling Power of Social Proof in E-commerce
The ways people find, research, and purchase products have evolved drastically over the last few decades. Social media is now the new print ad, review sites are the new product vetting venues, and e-commerce sites are the new storefronts. Despite these changes, the power of social proof remains constant. This article explores how social proof impacts e-commerce and offers actionable strategies to incorporate it into your business.
¿Qué es la Prueba Social?
Social proof is the notion that people follow the actions of others. Studied by psychologist Robert Cialdini, the theory states that when a person is uncertain about how to behave in a situation, they’ll look to what others are doing to guide their actions. In simpler terms, seeing others’ purchases influences our own buying decisions.
Principles of Social Proof
The theory of social proof is built around three core principles:
Uncertainty
In new or unfamiliar situations, uncertainty creates doubt. When people are unsure, they often look to others for guidance. For instance, if you’ve never bought a specific product before, you’re likely to read reviews or ask friends for recommendations before making a decision.
Similarity
People are more inclined to follow the actions of those similar to themselves. If individuals who share your background, needs, or circumstances are making certain decisions, you’re likely to do the same. For example, a young professional might be more influenced by the buying habits of other young professionals.
Expertise
People often seek guidance from experts when they’re uncertain. Logic suggests that individuals with more knowledge make better-informed decisions. This is particularly true for high-stakes purchases like cars, homes, or expensive electronics.
Social Proof by the Numbers
Social proof works, and the data proves it. 82% of Americans seek recommendations from friends and family before making a purchase. Interestingly, 70% of people also trust recommendations from someone they don’t even know. Social media plays a significant role here, with 87% of people saying social media posts help them decide what to buy. In fact, people are 71% more likely to make a purchase based on referrals seen on social media platforms.
Online conversions increase dramatically when shoppers see positive reviews before buying. Mobile shoppers, for instance, are 133% more likely to convert when they encounter positive reviews.
Word-of-Mouth for the Digital Age
Word-of-mouth marketing (WOMM) is a personal recommendation from a satisfied customer to potential customers. This form of advertising is highly valuable because it’s seen as genuine and trustworthy. Nielsen Research found that 92% of consumers trust earned media, such as recommendations from friends and family, above all other forms of advertising.
With the advent of digital communication, WOMM has evolved into written reviews, ratings, and user-generated content (UGC) on social networks. These forms of influential content drive sales across various industries.
Using Social Proof to Increase Conversions
When shopping online, customers can’t physically see, touch, or experience products before buying them. That’s why written and visual social proof has become crucial for e-commerce brands. Featuring social proof across your ads, website, and emails can help move online shoppers from inspiration to consideration to purchase, ultimately driving conversions.
According to a survey, 79% of people say that social proof like UGC highly impacts their purchasing decisions.
Different Types of Social Proof
Consumers often turn to various sources for social proof. Here are some examples:
Patrocinios de Famosos
Celebrity endorsements have evolved from TV and print ads to social media sponsorships. For endorsements to be effective, choose a celebrity relevant to your brand and respected by your audience.
Expert Proof
People look to experts when making big-ticket purchases. Featuring content from trusted experts in your industry can provide the extra validation consumers need to make a purchase.
Customer Reviews and Ratings
Sites like Amazon y Yelp have popularized customer reviews and ratings. Today’s shoppers seldom make online purchases without referencing reviews from other customers.
Contenido Generado por los Usuarios (CGU)
Visual UGC, such as photos and videos posted by consumers, is highly trusted and influential. It shows real customers using your products, providing authentic social proof.
Influencer Endorsements
Influencer marketing is the new celebrity endorsement. Influencers have built-in audiences of enthusiastic fans, making their endorsements highly effective. Ensure you choose influencers who align with your brand.
Testimonios
Testimonials are longer written endorsements and can be very persuasive, especially for pricier purchases like software. Place these valuable pieces of social proof prominently on your website.
Badges
Badges from awards, certifications, or partnerships build credibility. Feature these recognizable forms of social proof on your website.
Media Logos
Media coverage can provide critical validation for uncertain buyers. Showcase any reputable publications that have featured your brand.
Subscriber Counts
Promote your blog or newsletter subscriber counts to demonstrate your popularity and encourage others to join.
Social Connections
Showcase the number of followers and connections your brand has on social media platforms. Many social platforms offer plugins to feature these numbers on your e-commerce website.
Compartidos en Redes Sociales
Displaying social share counts on your web pages can prove your site’s popularity. However, beware that low social share counts can reduce trust in your brand.
Strategies to Incorporate Social Proof in E-commerce
Here are some effective strategies for incorporating social proof into your e-commerce business:
Social Ads
Visual social proof can help your paid social ads stand out. For example, Old Spice uses expert content in their Facebook ads to add credibility.
Homepage
Your homepage is your digital storefront. Showcase your best social proof, such as UGC galleries and customer reviews, to make a strong first impression.
Product Pages
Infuse your product pages with social proof by displaying customer reviews, ratings, and UGC. This can significantly boost online conversions.
Community Pages
Create sections of your website to feature content created by your customers. Encourage your community to share their experiences and connect with each other.
Transactional and Promotional Emails
Incorporate social proof in your emails to build community and strengthen customer loyalty. For example, Glossier features UGC in their welcome emails and reminders.
How to Ask for Social Proof
To gather social proof, you often need to ask your customers. Here are some tips:
Request Reviews
Send requests for product ratings and reviews shortly after a purchase. Consider offering incentives like discounts for added encouragement.
Email for Visual UGC
Ask your customers to create visual UGC. Start a competition or giveaway to make it fun and engaging.
Simplify Review Submission
Make it easy for customers to submit reviews. Reduce the steps to submission and add calls-to-action on relevant web pages.
Create Case Studies
Engage with passionate fans and offer to make them spotlight customer success stories. Share their experiences on your website and social media.
Conclusión
In today’s competitive e-commerce landscape, social proof is more important than ever. By leveraging authentic written and visual social proof along with the right calls-to-action, you can turn browsers into buyers and build a loyal customer base.
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