Imagine you are looking for a new laptop. After watching a few videos on YouTube with topics like ‘Top 10 laptops of 2020’, you are flipping through various markets trying to figure out which laptop is right for you.
You are choosing between 10 options on a given market. Assume that eight out of ten laptops have more than two hundred testimonials and a 4.5 rating. The other two do not have any reviews and ratings. Are you more likely to buy a laptop with over 200 testimonials or a laptop with no reviews?
Honestly, you’ll probably choose a site with high ratings and lots of testimonials. And no surprise. In fact, you can’t help. This small psychological phenomenon that determines your behavior is called social proof.
What is social proof?
Social evidence, one of the most powerful persuasive tools, helps us decide what exact behavior is when the exact action is uncertain. Social proof is especially effective when we consider ourselves the same people who have taken the action.
The theory behind social proof is a bit difficult. It says that people will follow the action of the masses because we believe that if many others behave in a certain way, it must be true. Furthermore, we want to blend in with the group. And we often believe the group is better informed than they are.
Let’s return to the laptop selection scenario in the previous section. We think the laptop is not that good as it doesn’t have any of the positive testimonials. That’s how social proof works.
Why social proof is especially important for online marketing?
Social proof is now more relevant than ever when it comes to online marketing.
Think about it: when you shop offline, you can directly compare products and choose a better one. You can feel their quality, smell or taste them, etc.
On the other hand, when you shop online, you don’t have a product on hand to check out for yourself. Therefore, you need outside opinion to make your final decision: reviews, ratings, testimonials, etc. And even when shopping offline, 50% of shoppers use their smartphones to research product reviews before making a purchase.
Let’s take a look at some interesting real-world examples. A study conducted by Sigurdsson, Menon, Larsen and Fagerstrom (2018) found that product rating is one of the most important factors when buying food online.
Another test examined how ratings influence music tastes. In the artificial music market, the songs with the worst ratings that made the top of the list were “most popular”. Surprisingly, these initially unpopular songs were later well-received by users and became as well-listened as legitimate popular songs.
Want more? A study by Callaway Digital Arts found that when any iPad app was listed as the most popular app in the iTunes App Store, the daily downloads were 10 times more than in the previous period. All of these examples show how strong social evidence can be for online marketing.
Is social proof effective?
They say that social proof is an integral part of conversion optimization and makes potential customers feel more comfortable buying online. Social evidence legitimizes a business in the eyes of the prospect, they say. They say that social proof generates instant trust with potential customers and shows that your company provides quality products and services.
The question is, should you believe that? Can social proof really work for your business? Should you adopt any testimonials and rating platforms? Please investigate!
We all want to make decisions easier and avoid mistakes. Why does social evidence have a chance to influence our behavior? We have the ability to make our own decisions, right? The point is, decisions, even the smallest, require a lot of time and mental effort. Furthermore, we all fear making mistakes and rely on social evidence to avoid making bad decisions. As a result, our brains are constantly searching for a ‘shortcut’ to simplify the decision-making process.
There are some humorous experiments that prove the power of social proof. For example, researchers have shown that a group of people standing on the sidewalk looking up at the sky causes 80% of passers-by to perform the same act. Social evidence affects us even when it comes to our principles of life: a small social proof influences people’s decisions and facilitates choice.
How social proofs work ?
If you don’t have social proof, the prospect thinks you are a failure
Research from Moz covers how lack of social evidence can reduce conversions. The point is, if you don’t have any testimonials or ratings, potential customers will assume your company is not trustworthy and mature enough. Also, the bad news is that they think your product is not being used by anyone because of its poor quality. In other words, if you lack social proof, no one will buy from you. We must need to know social proof affects
Social evidence drives transformation
If you don’t use the power of social proof, your website, social media accounts, and emails may not convert as well as expected. A case study from ComScore, a web analytics company, provides a real-world example of how social evidence impacts conversions. The company has set up a number of experiments to improve your landing page’s conversion rates.
The idea is quite simple: the people from ComScore included the current customer logo on page A and both the testimonial and the logo on page B. And they found that the page only had the logo that brought them. 43 percent convert. But after adding relevant testimonials, they’ve got an 84% increase in conversions! Here’s a clear example of how social proof increases conversion rates and has a measurable impact on business.
Why does social proof work ?
What if you combine social proof with great content? It’s called user-generated content, an important social phenomenon. Shoedazzle, an American online fashion subscription service, pushed their first customers to produce short review videos featuring the products they had purchased. What’s next? Their leads watched over 9 user-generated videos on average, increasing sales. Great, right?
Social proof beats traditional advertising
Today, the competition is growing, people no longer trust advertising, and traditional marketing actually helps to stand out from the competition. That affects the decision-making process and poses a serious challenge to the business.
Fortunately, social proof allows businesses to eliminate today’s noise and save money on advertising. There is an amazing fact: 83% of customers trust reviews and ratings more than advertising. Furthermore, ad campaigns are effective today if they only have relevant social proof and consumers believe validators really like the product.
Social proof increases the probability of a purchase
There is an interesting story about the effectiveness of social proof of purchase probability. One day, the researchers examined the effectiveness of markers related to environmental problems. As tools of persuasion, they use social proof, save money, protect the environment, and make responsible choices. It turned out that positive social proof was more persuasive, asserting the power of group influence.
And various modern studies prove this fact:
Nearly 63% of consumers say they are more likely to make a purchase from a website if it has product ratings and reviews.
95% of customers say that they usually read reviews before making a purchase (Spiegel, 2019)
72% of customers say they never make a purchase until they read reviews (Testimonial Engine, 2019)
Taking that into consideration, place positive social proof that stands out on your most important sales and landing pages, where customers are about to make a purchase.
Positive social proof in your social media accounts
As a small local business, you should turn on ratings and reviews on your Facebook Page as soon as possible. Why is it important? Figures show that 80% of people will be more likely to make a purchase if they see positive testimonials on the company’s Facebook page. Furthermore, looking at customer reviews or ratings is the most important factor in interacting with a local business’s Facebook page for 41% of users.
Also, search for a local business on Facebook and you’ll find local businesses with the best reviews and ratings. The better you have a Facebook Page rank, the higher you will rank in Facebook’s search results.
How to start using social proof today?
Social proof examples in the real worlds
With a growing trust in traditional marketing and advertising, social proof makes the business more trustworthy, influencing potential customers, and thus, increasing sales. These days, written testimonials, video testimonials, star ratings and other types of social proof are a must-have for every website and are an important part of the shopping journey. Social proof is very important when make Lead.
To make your potential customers more confident that you are the right choice for them, you can use crowdy.ai, a review and testimonial platform. This tool will turn your website visitors into paying customers without a tech headache by displaying your best reviews.
Social Proof is very important. So, in this post we can understand more about what is social proof and social proof affect to the marketing.
Lead generation is not an overnight process. It takes time to find leads and nurture them until leads to sales. Sometimes, you’ll meet with leads who are further down the buyer’s journey and other times, there are those who just aren’t ready to seal the deal.
You can see more :Social Proof – The Secret Tool For Marketing Success
Check more information about tool pop up Leadee.ai to help you increase your sale in a short time at link here:https://leadee.ai/leadflows/
Let’s us know your suggestion by comment below!
Thank you and Best Regard!
𝐋𝐞𝐚𝐝𝐞𝐞.𝐚𝐢 – 𝟐𝟒/𝟕 𝐒𝐮𝐩𝐩𝐨𝐫𝐭