With almost 70% of consumers looking at online reviews before making a purchase, social proof is a hugely effective tool for encouraging customers to complete transactions. Here, we explore how you can harness this psychological principle to eliminate uncertainty on your site and drive more conversions.
Step 1: Showcase your likes and followers
Social proof refers to the positive influence generated when people find out that “everybody's doing it".
"everybody's doing it"It's human nature to want to follow the crowd, an idea that translates perfectly to the online world. So show browsers just how popular you and your products are by displaying social boxes onsite to showcase your social media following. Features such as Facebook ‘like’ boxes allow you to display your current fan numbers whilst also offering a like button to allow more people to become a fan of your page without leaving your website.
Step 2: Use share buttons
It's no longer enough to simply pursue customers, the ideal scenario is creating long-lasting ambassadors for your brand. Social share buttons let customers share items they are interested in whilst simultaneously providing you with free promotion of your product or services.
Step 3: Highlight best sellers
By marking particular items, you create a sense of desirability around them whilst also helping customers narrow down their various options. Validation from other people buying the product alleviates doubt from a prospective buyer’s decision and helps to simplify the customer journey to purchase.
Step 4: Show item views
On popular product pages, present information on how many people have viewed that item per day. This provides reassurance that a product is desirable whilst also creating a sense of urgency, an effective psychological principle when harnessed correctly.
Step 5: Allow ratings and reviews
Customer reviews and ratings offer objective information from users with first-hand knowledge of a product. We trust people more than we trust brands, so reviews help users to establish the value of an item whilst additionally giving a brand a more human feel. Ratings like five star scoring systems provide valuable insight in an efficient and straightforward way.
Step 6: Display customer testimonials
A testimonial page is an opportunity to showcase how past buyers have benefited from your product or service. Moreover, testimonials serve to encourage trust in a brand and encourage buyers to complete purchases.
Step 7: Show certifications and accreditations
Certifications and badges demonstrate that your site has been validated by other people, encouraging trust in your brand through social proof. Though people are less inclined to trust smaller, lesser known companies, demonstrating the support of knowledgeable 3rd party sources gives a brand more credibility.
Follow these 7 steps, and you'll be well on your way to increasing onsite sales. Want to learn more about how you can use psychology to your advantage? Download the full Psychology toolkit below.