Social proof has been described as the new way of marketing and the most effective way of converting browsers into shoppers.
For proof, you only need to visit an Apple store on the day that a new iPhone is being launched. The excitement and buzz around the lines of people waiting outside in anticipation is one of the best examples of social proof in action.
As you look at implementing social proof techniques to boost conversions, be inspired by these companies who nailed it.
Not only has Kickstarter implemented social proof on their site, they have made it core to their business. They have revolutionized ‘Crowdfunding’ by showing the number of backers and amount raised for each campaign. The bigger the numbers, the greater the backing given by the community.
If you are a retailer that has had particular success in selling certain products, including social proof such as a counter of people who have purchased said product, can be very effective.
Adobe has been incredibly successful in using employees to drive social proof in order to support HR in the war on talent. The company are using a number of social channels and the effective #adobelife hashtag. They have also created a set of guidelines and enabled employees to share their experiences working at the computer software company with over 13,000 employees.
Reviews are an often used tool for retailers, however, Shop.com have taken this a step further. One of the largest global online retailers, the retailer now shows opinions that have been gathered from across the web rather than exclusively from Shop.com’s users. This has increased the effectiveness of social proof. The new style of reviews show the specific aspects that consumers loved most or least about the product allowing shoppers to search according to their need.
[Disclaimer: Shop.com uses Aspectiva’s technology which helps retailers turns user generated content into actionable insights and effective recommendations]
Companies such as Booking.com and AirBnB are experts in using social proof to convert shoppers. Looking at the Booking.com website we can see numerous examples of social proof mentions on their page. This includes showing the overall percentage of rooms that are booked, suggesting tourist sites that others recommended as well as both star ratings and ‘out of 10’ ratings given by other visitors. Their use of social proof is one of the reasons why they are one of most popular tourist websites with over 900,000 room reservations every day.
Amazon has integrated recommendations into nearly every part of the purchasing process from product discovery to checkout. One of the most effective has been the ‘’Customers Who Bought This Item Also Bought’’ feature. Introduced at the end of the last decade, this tactic is now used by many retailers in one form or another but at the time was seen as revolutionary.
Aspectiva analyzes massive volumes of consumer opinions from across the web, turning them into comprehensive and valuable insights. Based on Artificial Intelligence and Natural Language Processing technologies, we leverage User Generated Content to help online shoppers search for the products they want and provide the recommendations to enable them to make informed purchasing decisions. Supporting eCommerce sites across any type of product or service, Aspectiva significantly increases shopper engagement and conversion rates.