Social proof and how to use it efficiently

Monday, February 22, 2021 - 3 min read

Between a product with no reviews and one that is recommended by lots of people, what would you choose? Apparently, everyone will choose the latter. Based on that psychology, social proof was born as an efficient marketing strategy.

This article will show you how to apply social proof to your e-commerce business. Check it below!

In general, social proof is good feedback customers leave behind after using your service or product. It includes many types, like customer reviews, testimonials, celebrity endorsements, influencer endorsements, social followers/ likes/ shares, purchase history, expert recommendations, and so on…

You can also use social proof in many ways, such as…

Showcase The Product’s High Demand

If your product is purchased by a great number of people, show it to the public! You can show the number of orders in the “Purchase History” section, just as Always Riding does:

1. The Product_s Purchase History Of Always Riding .png

Another way to display a product’s popularity is by creating a best-selling ranking, then put it on the homepage. Take Amazon’s ranking for example:

2. Amazon_s Best Seller Ranking.jpg

Increase The Urgency

FOMO (fear of missing out) is a kind of psychology stating that people get nervous if they are left out or miss something. If visitors see that an item is nearly out of stock, there’s a likelihood that they will order it as soon as possible.

3. Example Of eBay Creating A Sense Of Urgency.png

Exhibit Reviews

This is the most traditional way of social proof, with 61% of customers are reported reading reviews before they decide to buy something. However, instead of displaying reviews randomly, you can group them into “Pros” (positive reviews) and “Cons” (negative reviews) so that viewers can find the strengths and weaknesses of the product more easily.

4. Sonos Divides Reviews Into Two Groups.png

Display Customer Testimonials

Similar to reviews, customer testimonials are trusted by 74% of customers and are an effective marketing strategy to prove your product’s authenticity. Customer testimonials can be shown as a quote (like the picture below) or as a video (which is complicated but also more attractive and persuasive).

5. Social Proof Using Tesimonials.png

Utilize Social Media Numbers

The number of followers, likes, comments, and shares is evidence to show that you’re a legitimate seller. You can highlight them by a special post like brand Baiskoafu:

6. Baiskoafu Highlights Their Number Of Followers.png

Highlight Celebrity/ Expert Endorsements

Celebrities or experts usually have a voice in their area, and they know how to influence people’s decisions. If you can invite a well-known person to advertise your products, it will be useful a lot in establishing your brand’s reputation.

7. Marucci Partners With Francisco Lindor.png

If you can’t afford such a high price, you can find local celebs instead. Besides, pay attention to their interviews because celebs or experts may randomly mention your items when asked about fashion tips or favorite beauty products.

Quote Press Reviews

The advantage of media outlets or press is that people think their opinion is unbiased and usually true. As a result, press reviews are strong social proof to differentiate your brand from other competitors.

8. Qardio Gets Lots Of Press Reviews.png

However, you need to attend every event in your industry first to be on good terms with the right media personnel. This not only requires lots of money but also asks you to have strong relationships in social life.