When it comes to making decisions, the majority of users trust the opinions of others. In fact, 35 percent of customers decide whether to make a purchase or not based on product reviews. So why not help customers with the decision-making process and leverage the power of the community with social proof elements?
Online shops have different ways to include social proof elements on their website to create more trust and increase both the conversion rate and sales. In today’s blog post, we’ll show you examples of social proof elements and give 3 tips on how to use them.
1. Social proof featuring product reviews
One of the most well-known social proof elements are product reviews. They are usually used on the respective product detail page. Where those ratings should be placed varies from shop to shop: Be it above the product details or below, next to the product image, etc. – what works best in your shop can easily be tested with trbo!
Product reviews are usually displayed using stars, but customers often also leave a short comment describing their opinion. Ratings are not exclusively used to optimize the conversion rate. Instead, the aim is to help the user as much as possible with his selection: to create trust, to offer assistance with the decision and to avoid product returns. Reviews also do not necessarily have to be positive, they can (constructively) criticize the respective article. Thus, possible questions such as size, color, or quality are clarified, which makes an accurate assessment of the product possible online without needing to try it on or out.
2. Using influencer testimonials as social proof elements in the online shop
Testimonials are closely related to product reviews. Nevertheless, there are some crucial differences. Testimonials are not about star ratings, but rather about a detailed description of the product or service. Mostly, online shops rely on testimonials from prominent customers and influencers. The advantage of testimonials from well-known personalities is that the recommendation creates more trust and credibility. Especially younger users from Gen Z trust in influencers and their opinions – more than in brands themselves.
Customer testimonials from non-celebrity users can also help increase conversion rates. After all, a product for which another user goes the extra mile to provide a detailed review has to be good.
3. Incorporate group motivation as an incentive to buy
Another widely used variant of social proof elements is the so-called group motivation. It allows shops to display how many times the product has recently been purchased and/or how many users are currently looking at the item. They can be incorporated in different ways. For example, the group motivation element can be placed next to the product photo as an overlay or even as an in-page element below the information on pricing and availability. All that matters is that it is clearly visible. With a “only a few items left” notice, the pressure to buy increases additionally. The user feels as if the item will soon no longer be available for purchase, and thus concludes the purchase right away.
Social Proof: More trust, independent evaluation, satisfied customers and more conversions
Customers and online shops benefit equally from social proof elements. On the one hand, they ensure that undecided users receive honest reviews of the item and can thus better assess the product; on the other hand, they reduce the likelihood that an item will be returned and lead to satisfied customers. In addition, they can increase the purchase probability enormously and thus not only increase the conversion rate, but also sales.