Cold traffic can be difficult to convert. New visitors do not become customers the first time they come across your company; you must first earn their trust.
Social proof, on the other hand, can help with this process. It’s one of the most powerful trust-building levers an eCommerce business has, and it has the potential to become even more powerful as you grow.
But what exactly is this basic marketing principle, and how can you use it to influence visitors and drive sales?
What exactly is social proof?
Social proof is one of the psychological triggers that cause people to make irrational decisions without even realizing it. It is a common bias that leads us to believe that if many people say something, it must be true.
We can become aware of this automatic psychological response, but we can’t completely avoid being affected.
What exactly is social proof, and why is it so important?
Dr Robert Cialdini popularized the psychological theory of social proof, which describes our tendency to rely on the opinions or actions of others to inform our own.
Whether you’ve heard of social proof, it’s likely influenced decisions—both big and small—you’ve made in your life. Social proof captures our attention by leveraging the appeal of following the “wisdom of the crowd.” As a result, we’re naturally curious about what’s happening, why it’s happening, and the appropriate behaviour or response.
People pause to look at a social media post with a lot of engagement because it has social proof. It persuades them to take a chance on an unknown brand based on what others say about it. But, of course, you also watch a TV show that everyone seems to be raving about.
Social proof works because it validates a decision by using other people as proof that it is worth your time, money, or interest.
Here are 7 Social Proof Techniques to Help You Increase Your Shopify Conversion Rate
No one wants to feel rushed into making a large purchase. Instead, shoppers feel at ease in a virtual community because they are surrounded by people making similar decisions to themselves, just as they would in a physical store.
Here are seven things you can do right now to improve your social proof, credibility, and conversions drastically.
- The Influence of Testimonials
Customer testimonials are possibly the most widely used type of social evidence. According to a Nielsen study, 92 percent of consumers believe a recommendation from a peer, while 70 percent believe a referral from someone they don’t know.
As a result, almost every major brand’s website includes client testimonials. You are not required to restrict reviews and testimonials to a single section of your website. Instead, consider displaying your best testimonials in various places.
A repetition is a powerful tool for building familiarity and trust. For example, when a customer sees social proof in the form of testimonials on different pages of your website, it may encourage them to move faster through the buyer journey.
It will transform them from someone who has never heard of your brand to someone who has heard a lot about it from various sources.
- Reviews are always a good source of social proof.
Did you know that having product ratings and reviews on a website makes 63 percent of customers more likely to buy?
If you run an eCommerce business, you should use ratings and reviews to boost conversions on your product pages.
Follow up with previous customers regularly and request that they leave a review. The term “type of bullying” refers to the proclivity for hearing people’s negative opinions loudest. It would aid in preventing this, as most satisfied customers would never consider leaving a positive review.
Creating a review collection system may take some time, but it is necessary if you are serious about your e-commerce business. To save time and automate the process, consider using a platform like reviewbit, which automatically follows up with customers via WhatsApp.
- Images are more powerful than words.
People will not believe your social evidence simply because it is true. So, how are you going to persuade them?
According to research, including photos is an excellent way to persuade others that your claims are true. We also know that people on the internet enjoy looking at human faces, and photo reviews that include a photograph are more likely to be believed.
When a customer sees smiling faces on your website, you can take advantage of various unconscious triggers. People form relationships with one another. Customers prefer to connect with genuine human emotions rather than simply looking at a fabricated product when making a purchase decision.
- The UGC strategy
By displaying this content, also known as User-Generated Content, or UGC, you allow potential buyers to imagine what they might look like if they were wearing the same watch, watching the same television, wearing a specific brand of makeup, and so on.
Collect product images by sending automated WhatsApp messages after a customer makes a purchase from you. Request that users send you photos of their products. Provide a curated feed of product photographs right on your product pages.
- Certifications and Badges
If your company has specific industry certifications or accreditations, you can proudly display them on your website.
Most certification and accrediting bodies provide free badges or logos for your website.
Conversion rates have been reported to rise by up to 30% in some cases.
- Social cues should be included.
Your social media presence may already be boosting your sales. It is preferable to have a sizable following on a social media platform like Facebook, Instagram, or YouTube.
People who visit your website for the first time can gain trust by seeing how many followers, subscribers, and likes you have on social media.
You must have at least 1k followers on social media accounts to make sense and act as social proof.
- Remove any impediments.
Unresolved assumptions are one of the primary reasons why people do not buy. Customers’ questions that they can’t easily find answers to on your website, unclear next steps, or concerns about the product quality and offer you’re presenting to them are all examples.
The goal is to show your visitors that they are in good hands by removing uncertainty and unnecessary impediments and allowing them to cross the finish line. Begin by including notifications at the conversion stage that explain the process in detail, confirm the users’ choice, and respond to the most frequently asked support questions.
Finally some thoughts
These seven powerful social proof strategies have the potential to increase your conversion rate overnight significantly, but only if you act and put what you’ve learned into practice.
It’s critical to constantly A/B test changes to your Shopify store, so try out these ideas one at a time and see how your conversions improve.
Good luck with your business!