Nowadays no brand website is complete without some form of social proof to enhance the credibility of its products or services.
Internet savvy customers no longer just go with the first company they find that suits their needs. But instead, they research, compare prices & features, read reviews and shop around until they are completely convinced they have found the best option available.
A powerful tool to convince prospects that you are indeed the perfect match for them and build your case against competition, are social proof elements.
Use them wisely on your website and marketing materials and you will see higher conversion rates and new customers flocking in like never before!
Here are our favorite 10 types of social proof that can increase conversion rates if you leverage them efficiently:
1. Customer Testimonials
Just because you claim to have a product that fits your audience’s needs – that can do this and that, offers X and Y features, etc, don’t expect your prospective customers to take your word for it.
Most people are much more likely to believe another average everyday user like themselves – hail the almighty power of testimonials!
Testimonials are commonly used on homepages, pricing, checkout and squeeze pages. They are most often used in a shorter form of such as a customer “quote”, or can be more detailed in the form of text or video appearing in a separate section.
Α good testimonial should include information about who used the product (name, company, job description), what exact benefits it provided or how it solved a problem. All in a clear and relatable manner.
For example: FreshBooks showcases testimonials from typical users on its homepage:
2. Product Reviews & Ratings
Apart from testimonials, the other most common method to use the “wisdom of the crowd” to your benefit is through reviews and ratings of your products.
Especially in the B2C world, ecommerce visitors largely rely on how high a rating or how many good reviews a product has.
Amazon is the perfect example of how powerful the impact of product reviews are. If a product has raving reviews and top ratings, it is guaranteed to succeed in convincing people to buy it:
3. Social Media Signals
A popular social proof type that many companies use, are numbers and feeds from their popular social media accounts. A huge social media following, tons of likes, shares and positive comments can help a business build its authority and enhance its brand image leading to more conversions and sales.
Companies that are successful on social media like to flaunt it, in order to attract new customers and leads.
For example, Sniply has collected some of the most loving tweets received from its users and showcases them on its homepage:
Or Hubspot, which leverages social media signals to urge visitors to sign-up just like the thousands of users who have already trusted it:
4. Usage Numbers
The more customers you have, the better right?
Most people are not early adopters and tend to use products after they have already gained a bit of traction or as they like to call it, popularity.
So the average user will probably appreciate the fact that many other people have already bought your product or service. High usage numbers will help him overcome his objections and hesitancy to convert.
For example: Wordstream displays how many advertisers have already trusted its product:
5. Expert/Celebrity Endorsements
Using expert opinions as a sales booster is a technique that has been around for centuries. Couple that with the value of a celebrity endorsement and you have the perfect recipe for increasing conversions.
Big consumer brands are always using celebrities to endorse their products on advertising campaigns or to be their spokesperson.
Guitar Hero recently launched a new commercial featuring Lenny Kravitz and James Franco:
On the other hand, B2B or more niche companies tend to use figures with authority or experts in their respective fields to endorse their products.
For example, Brian Dean who provides SEO consulting, uses an endorsement by Neil Patel who is something of a “celebrity” in the digital marketing sphere on his website backlinko.com:
6. Case Studies
Case studies can explain how awesome your product is using concrete examples and performance statistics in an irrefutable way.
Create informative, explanatory case studies with beautiful graphics to make the numbers more visually appealing and you will see more visitors converting and getting inspired to achieve the same.
We use our case studies section to showcase our customer success stories and give people ideas on how to increase their conversions with the help of exit intent overlays!
7. Existing Customers and Logos
An impressive and broad clientele is a very effective form of social proof that can strengthen how legitimate a company is perceived to first time visitors.
Most companies proudly show off their clients and partnerships with famous brands. Prominently showing their logos on their website helps persuade visitors who are not too sure of them.
Buzzsumo displays its top clients by category using their logos on its product homepage, increasing its credibility and conversions:
8. Awards and Certifications
A must-have form of social proof for all websites, are the awards and certifications it has earned.
If your company has won an award you are proud of, or is accredited with certifications that increase the authority and expertise in your field, these are important converting elements you must include on your website.
For example: LunaMetrics an internet marketing and analytics consultant, highlights its most important certification badges on its homepage:
9. Platforms & Integrations
Another important social proof element that a large number of users seek for when visiting a website, is how compatible it is with the tools they are already using.
Telling visitors your product is compatible with their platform of choice and building integrations for popular tools and services your target audience uses, is necessary for certain types of businesses (such as SaaS websites or technology solutions)
For example: Unbounce tells its visitors that it can be connected with all the tools they already use – reassuring them of a seamless work flow and generating more conversions.
10. Mentions In The Media
Finally, our last social proof tip is to leverage the traditional power of media. Having your brand mentioned on major media outlets or covered by popular press is undeniably an ‘achievement’ worth letting your audience know about.
People are more likely to choose a product mentioned in the media, as it increases its authority and credibility signals, making it more respected and trustworthy.
Social proof has become a necessity for any brand wanting to stay in the game and acquire new customers at higher conversion rates – consistently.
Incorporating social proof elements on all your landing pages can enhance your marketing message, build trust, nullify common user concerns and convince your targeted audience that you are worth their attention (and money). Ultimately, social proof has the power to optimize your website for more conversions and sales!
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