How to improve the social proof of your store?
It’s a fact. We’ve all done it at least once: read reviews from other customers before shopping online.
Indeed, it seems that most of our purchasing choices are influenced by social proof : this powerful psychological phenomenon which, when we find ourselves in a situation of indecision, pushes us to rely on the behavior of others as an indication in order to make the right decision.
Are you familiar with this concept, which has been around since the very beginnings of marketing?
It is a method of persuasion that is commonly used in marketing. She has a essential role in a consumer’s purchasing journey and in their decision-making.
Very present on the web in a subtle or on the contrary very obvious way, it relies particularly on satisfaction and testimony other people like buyers or influencers.
What is it really about? Why is this important? How to improve it?
This is what we will see in this article.
What really is social proof?
In its simplest definition, social proof is approval confirming that a brand, product or service is truly qualitative.
One of the pioneers of this concept and author of the book Influence: the psychology of persuasion, Robert Cialdini specifies that human beings need validation from others to feel reassured.
This means that consumers are more likely to turn to companies whose products or services receive validation from others such as customers, influencers or the media.
This powerful lever can be easily integrated into a marketing strategy to achieve conversion, loyalty, reassurance or even credibility objectives.
Why should we focus on social proof?
One of the first things we almost all do when we discover a new brand is to go to its website, blog or social networks to get more information about it.
At this stage, we are generally in the reflection and discovery phase. The slightest element can be useful to help us in our decision-making. Very often, we take into account certain elements such as customer reviews to let ourselves be influenced.
The same is true for the potential customer who will also look for external sources of information to feel reassured about a product or service and at the same time validate their purchasing decision.
Thus, by relying on the social proof of its site, this will allow it to strengthen trust with its customers while providing more credibility to its products and services and at the same time optimize its conversion rate.
Regardless of the form it takes, it stimulates engagement and has a strong power of influence and positive persuasion. The different techniques to improve the social proof of your store
Whether it is a little-known brand or a very popular brand, the online shopping experience represents
a real challenge to reassure potential customers as soon as they arrive on an online store. As physical and sensory interaction with the product is not possible, it is more than important to redouble efforts to
highlight trust signals in order to quickly grab the visitor’s attention and retain them. As a result, in order to help digital entrepreneurs optimize their conversion rate and reduce the cart abandonment rate of their e-commerce sites,
solutions such as Poosh.io exist. popup
In addition, you should also know that there are many other methods, including:
1. Testimonials, ratings and reviews
As one of the most important factors in a consumer’s purchasing decision, this technique is also the most classic and popular form of social proof.
More than
90% buyers recognize that they read reviews on online stores before making a purchase, since this is proof that the promise made by the company is respected. online shopping factors
Regardless of whether the opinions or testimonials are positive or negative, quantified or transmitted by experts, it will be very interesting to display them on your site.
2. Certifications
Another interesting social proof to include on your store is the display of certifications and trust badges.
For example, an SSL/TLS certificate for secure browsing is a
guarantee of quality and reliability from the consumer’s point of view when on a site. 3. Have your site mentioned in the media
Being powerful sources of information, the media are also very
useful to highlight the services and products of a store and gain even more appreciation from potential customers. 4. An FAQ page
Usually, an FAQ page provides transparent answers and additional information to questions customers have.
So, this
creates trust and provides value to a store since FAQs prove to be very effective in boosting conversions. faq
5. Include Blog Posts
You should know that a blog is an excellent way to provide quality content with a direct link to the products or services sold on a store. Indeed, by providing usage advice on products and services, it helps to
accentuate the authority of your brand .Blog posts and clearly displayed comments are powerful social proof to capture visitors’ attention.
Furthermore, the sharing buttons also allow potential customers to become interested in its products and services.
6. Social networks
Maintaining a great presence on social media has the ability to show that a brand is active and responsive. This makes it easier to
create a close relationship and trust with Internet users. social networks
7. Strengthen the social proof effect on product sheets
When a store highlights the popularity of its products, this tends to arouse the interest of visitors and reassure them in their purchase.
Mentions like
“Best seller” or even “100 people recommend this product” , can make all the difference in the consumer’s mind when making their purchase.So you will have understood, social proof is a
formidable marketing weapon since the ripple effect that emerges there is extremely beneficial for a company. Solutions such as personalized messages, customer reviews or even testimonials promote its conversion rate, the credibility of its brand, as well as the loyalty and reassurance of its customers and potential customers. So, it is for all these reasons that it is important to improve the social proof of your site.
