How to Use Social Proof in eCommerce: Boost Sales & Build Customer Trust

Have you ever had an urge to try a restaurant, but have been hesitant? However, you may have been swayed by the sight of crowds lining up outside to have a taste. That makes the restaurant more appealing. That’s exactly what social proof is.

According to the notion of social proof, customers are more likely to trust a business and its offerings if others do the same. Basically, they use the actions and opinions of others to validate their own decisions. The eCommerce services implement this concept through customer reviews, user-generated content, influencer marketing, and more.

So how to best use social proof in eCommerce? Before we look at that, let’s discuss what social proof is and how it benefits an eCommerce business.

What is Social Proof?

Social Proof is a psychological phenomenon, according to which people’s decisions are influenced by others’ actions and opinions. Basically, if others are doing something, it can be perceived as the right thing to do. Although it may seem a negative concept, it’s usually the best course of action when we don’t know what is.

For instance, if you’re unsure which restaurant to try in a new city, opting for the one with a crowd outside might be a safe bet. That’s what Social Proof is.

Now, there are a few reasons why social proof is such a powerful concept. First of all, it’s a “shortcut” decision. When we’re in a dilemma due to lack of experience, social proof acts like a validation. We tend to trust others to have made the informed-decisions. So it’s just a matter of leveraging the information.

Second, social proof reduces the sense of risk. For example, if people are buying a product frequently, it, more often than not, will be a trustworthy choice.

That’s why the eCommerce experts implement this strategy in their websites and apps. But what kind of benefits does it present? Let’s see.

What are the Benefits of Social Proof in eCommerce?

The eCommerce industry is highly competitive and trust is hard-earned. That makes social proof an incredibly-significant tool increasing the sales and conversions. Here are some key benefits of using social proof into your eCommerce strategy:

• Builds Trust and Credibility: Positive reviews, testimonials, and user-generated content act as endorsements from real people. They foster trust amongst the potential customers who might be unfamiliar with your brand.
• Reduces Risk Perception: Online shoppers can’t physically interact with products before buying. Social proof through positive reviews and high ratings is the answer. It alleviates this concern by demonstrating the product’s value and trustworthiness.
• Boosts Conversions: Social proof convinces hesitant buyers to take the plunge. They see others make a purchase or endorse a product through reviews and social shares. That helps improve the conversion rates.
• Informs Decision-making: Reviews and ratings offer valuable insights into a product’s functionality, performance, and user experience. This empowers customers to make informed decisions based on real-world experiences.
• Creates a Sense of Community: User-generated content, social media mentions, and brand advocacy foster a sense of community around your brand. This emotional connection can lead to increased customer loyalty and brand enthusiasm.
• Improves Brand Image: By strategically showcasing positive social proof, you can cultivate a brand image of reliability, quality, and customer satisfaction. This can set you apart from competitors and attract new customers.

The aim of using social proof strategies in eCommerce is to encourage the customers to take positive action, i.e. buying from your eStore. But how do you use social proof the best way possible? Let’s see.

How to Use Social Proof in eCommerce?

As I mentioned earlier, Social Proof is a psychological phenomenon. So there’s no implementation, per say. So how do you translate the concept into strategies for your eStore? Well, there are a few effective ways to do so. Let’s take a look:

Showcase Customer Reviews and Ratings

Positive customer reviews and feedback acts as a glowing endorsement from real people, validating your product’s value and trustworthiness. Prominently display reviews and ratings throughout the customer journey, including product pages, category pages, and even your homepage.

Use clear star ratings, written testimonials, and even helpful awards, like “Most Helpful Review”, to draw attention to the most valuable feedback. Moreover, allow users to filter by star rating or keyword to find reviews that address their specific concerns. So the customers can easily find the info they’re looking for and build trust and transparency.

Leverage User-Generated Content (UGC)

Don’t underestimate authenticity. User-generated content includes photos and videos featuring customers using your products IRL. It adds a genuine touch to your brand story and fosters a sense of community around your products.

Encourage customers to share their experiences on social media by running contests or offering incentives. It can be as simple as a “photo contest” with user-voted winners. Or something else on social media. You can offer the UGC contributors anything from exclusive discounts or early access to new products.

You can also curate UGC on your website and social media channels, showcasing the creativity and diversity of your customer base. It offers valuable social validation to potential customers who are considering a purchase.

Highlight Influencer Endorsements

With influencer marketing, you can tap into an established audience that already trusts the influencer’s recommendations. Look for influencers who not only love your product but can genuinely connect with it and showcase its value in a way that resonates with their followers.

When selecting influencers, consider factors like audience size, engagement levels, and content style.  Micro-influencers, with follower counts in the thousands or tens of thousands, can often be just as effective as mega-influencers with millions of followers. That is especially the case if they have a highly engaged and niche audience. And they can target a specific demographic and build more authentic relationships with potential customers.

Once you’ve identified the right influencers, collaborate with them to create engaging content that showcases your product. This could be anything from product reviews and tutorials to user-generated content featuring the influencer using your product in their everyday lives.

Display Social Proof Throughout the Customer Journey

Don’t limit social proof to product pages. Integrate it strategically across your entire website to create a seamless and trust-building customer journey. Here are some ideas:

• Homepage: Feature customer testimonials, showcase logos of well-known brands that use your products, and display trust signals like security badges.
• Category Pages: Highlight best-selling products or products with the highest ratings. You can also use social proof to inform product assortment. For example, consider featuring categories based on trending customer searches or popular gift guides. Leverage social proof to curate collections or create buying guides that address specific customer needs or interests.
• Search Results Pages: Incorporate social proof into your search results to help customers refine their choices. This could involve displaying average star ratings alongside product listings or highlighting products that are frequently purchased together.
• Product Pages: Beyond reviews and ratings, showcase user-generated content specific to the product being viewed. You can also feature endorsements from relevant influencers or experts.

You can also reduce cart abandonment by incorporating social proof elements during checkout.

Utilize Trust Signals

Trust signals are visual cues that assure online shoppers that your website is legitimate, secure, and trustworthy. Acting like digital handshakes, they put customers at ease and encourage them to complete the transactions with confidence. Here are a few key trust signals:

• SSL Certificate: This is non-negotiable. An SSL certificate encrypts data transmission between your website and a customer’s browser. It safeguards sensitive info like credit card details and personal data. Most browsers display a padlock icon and “https://” in the address bar for secure websites.
• Payment Processor Logos: Integrate multiple trusted payment gateways like PayPal, Visa, Mastercard, or Stripe and display their logos. Customers recognize these logos and feel confident knowing their financial information will be handled securely during checkout.
• Industry Recognition Badges: Have you won any industry awards or recognitions? Showcase logos or mentions of these accolades to demonstrate your brand’s credibility and expertise.
• Membership Logos: Belonging to relevant industry associations or organizations can boost trust. If you’re a member of organizations with high standards or a strong reputation, display their logos on your website.

Place the trust signals throughout the website strategically. Include them on your homepage, product pages, shopping cart, and checkout process.

Encourage Social Sharing

Make it easy for customers to share their positive experiences with your brand on social media.  Include social sharing buttons on product pages and throughout your website. Run contests or promotions that encourage customers to share photos or videos using your products.

It not only leverages user-generated content but expands your reach to potential customers who follow your brand advocates.

Respond to Reviews (Positive and Negative)

Actively engaging with customer reviews demonstrates that you value customer feedback and are committed to continuous improvement.

For positive reviews, express gratitude and highlight the customer’s experience. For negative reviews, acknowledge the customer’s concerns. Then, apologize for any shortcomings and outline how you’re addressing the issue to prevent similar experiences in the future. Responding to both positive and negative reviews shows you’re transparent and willing to listen to your customers.

By incorporating these strategies, you can harness the power of social proof to build trust, reduce customer hesitation. That helps drive the sales and conversions in your eCommerce store. You can consult with our eCommerce development company to ensure the best results.

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FAQs on Using Social Proof in eCommerce

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Conclusion

Modern eCommerce websites face fierce competition. But social proof can be an effective way to attract customers and convince them to purchase. It can help build trust, reduce risk perception, boost conversions, and improve brand image.

Some common ways to use social proof in eCommerce are:

• Customer Reviews and Ratings
• User-Generated Content (UGC)
• Influencer Endorsements
• Trust Signals
• Social Proof Throughout the Customer Journey

So, want to raise your sales and conversions with social proof? Let’s have a consultation today!