One best practice to optimize conversion rate is using social proofs. Social proof means using third-party testimonials to sway potential customers in buying products and services. A digital marketing speaker Hong Kong laid down some concrete examples of social proof.
- When an online searcher browses a landing page and sees an industry expert’s testimonial, that is social proof.
- When a potential client signs up for a demo because the tools solve a problem similar to what they have, that is social proof.
- When a customer sees an industry giant already using the tool while cruising the price page, that is social proof.
There are a lot more examples of social proof. Among the most popular types are:
- Case studies
- Celebrity endorsement
- Certifications and awards
- Customer reviews and testimonials
- Expert recommendation
- Influencer marketing
- Media mentions
- Platform Integrations
- Ratings and reviews
- Trust symbols
A social media agency Hong Kong notes that social proofs are the first things that a potential buyer considers before they decide whether to proceed with the purchase or not. People don’t want to be different when it comes to social situations. They assumed that industry experts and influencers are well-informed. As such, it makes them follow their buying decision about a brand. Since they have the power to influence buying decisions, businesses should learn the top ways to use social proof on eCommerce websites.
- Adding trust seals on check-out pages can boost conversion on eCommerce websites by 42%. They let your visitors know that you are a legitimate brand. They also know that all transactions are taking place with safety and security.
- Authenticity is one key factor to use social proof on an eCommerce website. As social media becomes mainstream, sharing what customers are saying about a brand on social media pages can boost conversion on their online shops. Customers trust word of mouth, especially when they come from users who have already bought a product or service.
- Case studies are a higher form of social proof. These are in-depth reviews of products and services. Since they are well-researched, they are more reputable among online searchers. Publishing them on your social media pages and websites can boost conversion among detail-oriented customers.
- Celebrities, industry experts, and influencers can be great brand ambassadors. Partnering with them can establish authority and extra value to a brand. Partnerships may come under natural and paid endorsements.
- Client logos are effective and pervasive social proofs. Showing your existing customer base through their logos can prove positive adoption. Potential customers will think that if your product or service is good enough for your existing customers, it can also be good enough for them.
- Customer recommendations are powerful social proofs when you display them on eCommerce websites. Especially when the happy customer is a popular personality, people will more likely follow suit in purchasing the brand’s product and services. A positive customer experience recommends a brand to families and friends by 77%.
- Depending on your industry or niche, accreditations, badges, and certifications should be proudly displayed on eCommerce websites. They can increase conversion rates by as much as 30%.
- Display real-time statistics on your social media pages and websites. Show how many people are currently making a purchase and viewing a product or service. Such real-time statistics add urgency to your content mix among potential clients.
- Highlight how a brand, product, or service solves the pain points of their customers through testimonials. Around 95% of people trust peer recommendation, while 70% trust recommendation from someone they don’t know.
- If you are linking your eCommerce website to your blog posts, it will be a smart idea to show the number of shares together with a share button. Social share counts show your potential customers that a lot of people may have tried your brand. They are also a free form of online marketing using the share button.
- Platform integration is the best social proof on eCommerce websites. Displaying the logo of your third-party partners can put your brand in line with credible and familiar names.
- Product ratings and reviews are powerful social proofs that significantly influence the buying decisions of potential customers. A 5-star rating lifts the reputation of an eCommerce store, while reviews on product pages highlight the benefits of products and services.
- Some prospects are hesitant to push through with purchases for one reason or another. Sometimes, the only social proof that can convince them to cross the fence is showing a product or service as a bestseller. Bestseller tags create an urgency for the prospect to make the purchase right away. It convinces the prospect that the item is useful because a lot of people are buying it.
- Viral posts about your products and services should be prominently displayed on your eCommerce websites and social media pages. This promotes the fear of missing out (FOMO) among online audiences and can lift conversion among your products and services.