When shopping online, trust is one of the most important factors that convinces a potential customer to order from you. Social proof plays a crucial role in this. But what exactly is social proof and why is it so important for webshops?
What is social proof?
Social proof is the evidence that other people have purchased a product or service from a company and value it. This can come in many forms, such as customer reviews, testimonials, user photos, and social media mentions. Approximately 90% of consumers say they read other customers’ experiences before making a purchase. This emphasizes the importance of social proof in the purchasing process.
Read also 👉 How to Collect Customer Reviews? 3 Super Tips!
The effect of social proof on conversions
There has been a lot of research into the impact of social proof on the conversion rates of webshops. One notable study showed that by reducing the descriptive text of a product and the product options, but leaving the social proof elements, the conversion increased by 15.3%. This shows that consumers attach great value to the experiences of others and use them as an important factor in their own decision-making process.
One of the researchers' key conclusions was: "Any element that is not conducive to conversion, should be removed from above the fold on the page." This means that anything that does not directly contribute to conversion is better removed, while social proof should remain prominently visible. Source: Emble.nl
Why is social proof so powerful?
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Trust and Credibility : When potential customers see that others are positive about a product, it builds trust and credibility.
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Influencing buying behavior : People are naturally inclined to follow the behavior of others. If they see that many people buy a product and are satisfied with it, they are more likely to do the same.
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Fear of Missing Out (FOMO) : Seeing positive reviews and lots of buyers can increase the fear of missing out, which increases the urgency to buy.
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Real user experiences : Social proof provides a realistic representation of product usage and customer satisfaction, which is often more credible than company-generated marketing copy.
How can you use social proof effectively?
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Customer reviews and testimonials : Place these prominently on product pages.
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User photos and videos : Encourage customers to share photos and videos of their purchase.
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Social media mentions : Show how often your products are shared and discussed on social media.
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Case studies and success stories : Share detailed stories from satisfied customers.
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