Adding social proof elements to your website can have a tremendous impact on conversions. By showcasing real experiences from actual users, social proof builds trust and credibility for your brand. Let‘s discuss the data behind social proof and the various types you can leverage to boost conversions.
Why Social Proof is Critical for Conversions
Before we dive into tactics, let‘s define social proof and why it‘s so powerful. Social proof refers to showing potential customers that other people use and trust your company. It reduces doubts and triggers a psychological need to be part of the crowd.
The data clearly shows that social proof works:
- Testimonials can increase conversions by 34% [source]
- 68% of customers feel more confident making a purchase when they see customer reviews [source]
Other statistics that highlight the impact:
| Type of Social Proof | Impact on Conversions |
|---|---|
| Customer testimonials | 15% increase [source] |
| User-generated content | 20% more conversions [source] |
| Trust badges | 13% lift in sales [source] |
Let‘s explore some of the most common types of social proof and how you can implement them.
Types of Social Proof to Use on Your Website
There are various elements you can add to leverage social proof. I‘ll cover some of the most effective ones.
Customer Testimonials
One of the best ways to showcase social proof is through customer testimonials. These first-hand experiences establish credibility for your products/services.
Strategically placing compelling testimonials on your homepage can lift conversions. For example, the SaaS company Paddle saw a 26% increase in conversions by adding customer stories [source].
Let‘s discuss tips to gather great testimonials:
- Reach out to your best customers directly
- Use testimonial gathering tools like TrustPulse or Fomo
- Place them prominently on your homepage and product pages
- Keep them updated regularly with new stories
With a combination of text, photo, and video testimonials, you can build trust throughout the buyer‘s journey.
Reviews and Ratings
Displaying average ratings and reviews has become ubiquitous today. 92% of consumers read online reviews before making a purchase decision [source].
While text reviews are informative, having an aggregate rating prominently visible offers quick social proof. Solutions like ProveSource and Influence help manage and display reviews.
Strategically place your rating in the header/navigation so it‘s visible on all pages. Keep accumulating more reviews, and stay above the 4+ star benchmark.
Trust Badges and Certifications
Relevant trust badges establish your business as credible and safe for customers. For example, when users see the Norton Seal or TrustedSite seal, it conveys your commitment to security and privacy.
Other types of trust badges include age/longevity badges, BBB ratings, certifications in your industry (ISO, etc.) and awards/recognitions.
Tools like Beeketing and Nudgify make it easy to add trust badges on your site. Place them visibly, keep them up-to-date, and watch conversions climb upwards.
Activity Notifications
Communicating recent user activity is a subtle yet powerful social proof signal. Purchases, signups or referral notifications reassure first-time visitors that people are actively using your product.
For example, the popup from Social Proof Signals shares the number of users currently browsing:
Other activity notification tools include NextSale, Fomo and Pulse. Place them strategically near conversion areas like product/pricing pages.
Referrals and User-Generated Content
Leveraging content from happy customers – whether text, photos or videos – indicates growing engagement.
User-generated content receives more clicks, conversions, and sales compared to brand created content [source].
The video testimonial tool VocalVideo makes it easy to gather user videos at scale. Animate customer photos using solutions like PhotoReviews.
Place UGC in high visibility locations rather than burying them in a reviews section. Refresh frequently with new examples.
Optimizing Social Proof for Maximum Impact
Now that we‘ve covered the key types of social proof, here are some optimization tips:
Placements: Add social proof widgets/badges near the top and next to conversion areas.
Customization: Ensure the design and messaging fits your brand personality.
Freshness: Continuously update stale testimonials, reviews and content.
Consistency: Maintain unified formatting and presentation of social proof.
Prominence: Utilize contrasting colors or animations but avoid being too distracting.
Relevance: Show credentials and signals contextual to the visitor‘s intent.
Integration: Incorporate social proof directly within your ads and email campaigns.
Metrics: Analyze click-through rates and conversions numbers for each element.
Common Mistakes to Avoid
There are a few mistakes you‘ll want to prevent:
-
Using fake reviews or testimonials destroys credibility once uncovered. Rely on authentic user experiences.
-
Outdated testimonials from years ago seem insignificant. Keep them recent and refreshed.
-
Blocking negative reviews hides the true experience. Address them publicly to build trust.
By showcasing genuine social signals tailored to each stage of the funnel, you can boost conversion rates significantly. Let‘s look at some creative examples.
Innovative Social Proof Implementations
Take inspiration from these leading companies creatively leveraging social proof:
- Software company Drift displays an enormous "143,721 conversations" counter on their homepage, conveying traction
- Purple mattress features video reviews from real customers right on the product page
- Ecommerce company Chubbies nominates customers as "rad brand ambassadors" with photos/videos
Think outside the box with social proof placements and formats that grab attention.
Key Takeaways
We‘ve explored why social proof is critical and the various elements you can implement right away. Here are the key takeaways:
- Leverage testimonials, ratings, UGC and activity notifications
- Be authentic, prominent and consistent with design
- Continuously refresh stale or outdated social proof
- Place near conversions areas and prominently in ads
- Analyze metrics like CTR and conversions by element
Adding genuine social proof signals throughout your buyer‘s journey accelerates growth. Visitors convert into happy customers that later fuel further word-of-mouth – creating a viral cycle for your business.
So don‘t leave potential buyers guessing – assure them through credible social proof!
I hope you found this guide helpful. Let me know if you have any other questions!
