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Table Of Content
Do you find yourself purchasing products that your friends recommend or use?
It’s quite natural. When you see someone using a particular brand's product or hear them raving about it, you naturally build trust in it. This trust turns into confidence when you go shopping, making it easier to make a purchasing decision.
This is social proof you naturally observe.
Modern e-commerce brands deliver similar social proof in multiple ways. We’ll explore them thoroughly in this article, but before we go any further, let’s unwrap the fundamentals.
What’s social proof?
Social proof is a psychological principle where people's decisions are shaped by observing the behaviors of others. It’s based on the notion that if many people are doing something, it must be correct or appealing.
In 1984, Robert Cialdini introduced the concept in his book Influence: Science and Practice
Social proof explains why we pay attention to recommendations and trust what others say in reviews.
Why does using proper social proof matter?
Modern shoppers have endless options. When navigating through them, social proof comes in handy.
When shoppers see others purchasing the products they are interested in, it gives them a big confidence boost. It's like having a friend say, “Hey, I tried this, and it's awesome!” Shoppers are likely to trust these recommendations as they convey the real story through their first-hand experience. It’s value is beyond what traditional advertising offers.
Let's face it: Branded content often feels like a thinly veiled sales pitch—like those advertisements that try too hard to be trendy. Today's consumers are becoming increasingly savvy and can easily spot inauthentic content.
If a brand's content feels too pushy, people might tune out. Brands need to be genuine and provide value to their audience, not just try to sell them something. With so many brands, making your content stand out takes a lot of work. It's like trying to find your favorite song on a radio station playing a million tracks.
We trust our friends and family more than we trust brands. When buying something, we often look for recommendations from people we know or check out online reviews. But branded content? Personal recommendations carry a lot more weight. That's why social proof is essential. If you can get people talking about your brand, you're more likely to win them over. This is the power of user-generated content.
User-generated content (UGC) is any type of content created by individuals, not a company or brand. Think of it as the digital word-of-mouth that significantly impacts your brand's reputation and reach. It can come in various forms, including:
- Reviews and ratings. Customers share their experiences with your products or services through reviews and ratings on platforms like Google, Amazon, or your website.
- Social media posts. Users create and share content related to your brand, such as photos, videos, or text posts.
- Forums and communities. Customers discuss your brand or products in online forums and communities.
- User-created content. This includes anything from fan art to blog posts created by passionate individuals about your brand.
There’s an 8.5% increase in conversion among visitors who are served up some form of UGC on product pages. UGC adds a personal touch to your brand, making it more relatable to customers.
Types of visual social proof to use in your business (+ Examples)
So, we have talked about the power of social proof. Now, let's dive into some specific examples.
Customer or expert testimonials
Testimonials with pictures and videos are like looking into someone's life. They show real people using the product and sharing their honest thoughts. This builds trust and can often drive consumers to the next stage in the buying process.
(An example of an expert testimonial vetting the product at Good Trouble Pets)
This emotional connection can be crucial in shaping purchasing decisions, as consumers tend to favor seeing how a product integrates into real-life situations over simply viewing polished marketing content.
Popularity indicators
When you see a product or service with a vast customer base, it's like a vote of confidence. It suggests that the offering is valuable and trustworthy. After all, if so many others have chosen to use it, it must be a good choice.
That's why featuring numbers like “Trusted by 10,000+ customers worldwide” can be a powerful way to boost conversions and grow your customer base. Other popularity indicators include the number of people checking out the product in real time or the number of people who have added the product to their carts.
Here’s an example of how Petzyo uses Fomo to display real-time popularity indicators.
(An example of Petzyo showing popularity indicators on its product pages)
On-site reviews
On-site reviews are like word-of-mouth recommendations that can build trust with potential customers. According to research, 88% of people trust online reviews as much as personal recommendations. This is huge because many consumers are skeptical of traditional advertising.
Positive reviews can help ease their doubts and encourage them to buy. In fact, 57% of people won't even consider a business with less than a 4-star rating. So, reviews are essential for building trust and boosting sales.
Here’s an example of Sunday Forever, an e-commerce store that uses reviews to display social proof on its website.
Sunday Forever shows shopper reviews on its store
Influencer testimonials
Influencer testimonials are a powerful tool for social proof. When people see their favorite influencers using and loving a product, it's like having a friend recommend it. It can create a ripple effect, encouraging others to try it too.
Here’s an example of an influencer vetting a product on Amazon.
Source: Amazon
Influencers have built audiences around specific interests, so partnering with the right ones can be a game-changer. It's like targeting your ads to people who are already interested in what you're selling.
Earned media
Earned media is free publicity from other people talking about your brand. It can make your brand seem more credible and trustworthy. Being featured in reputable publications can position you as an expert.
Here’s an example of creators discussing Clinique products in their round-up video on best night creams.
Source: YouTube
Positive media coverage creates a sense of popularity and social proof, encouraging people to choose your brand over others.
Real-time purchase by location
Seeing how many people near you have recently bought a product can make you feel more confident about buying it. When you see a product selling fast, you may think, “I better get it before it's gone!”
Here’s an example of establishing social proof by showing real-time purchases by location.
This tactic uses psychology to encourage people to buy. It's like saying, 'Everyone else is doing it, so you should too.' It can help people feel less unsure and more comfortable making a purchase.
Trust badges and certifications
Trust badges are like little badges of honor that show a business meets specific standards. People are more likely to trust a website if they see an expert authority vetting it. Here’s an example of how Fomo adds a trust badge to their website showcasing compliance with GDPR.
These badges help ease people’s worries about the product or service and give them more confidence in their purchase. A study found that 75% of online shoppers are likelier to trust a website displaying trust badges.
Case studies
Case studies are real-life stories that show how a product or service can make a difference. They are usually comprehensive and give potential customers confidence that the offering will work for them too.
Here’s an example of a case study on SingleSwag describing how it elevated its sales using Fomo.
(An example of case study from Fomo)
By highlighting unique benefits or specific solutions, case studies help businesses stand out and make it the top choice.
How to incorporate visual social proof in your e-commerce strategy
Small details such as placement and frequency play key roles when you’re trying to incorporate social proof into your e-commerce strategy. Prominently displaying customer reviews, ratings, and user-generated content on your product pages will create a more compelling shopping experience. Featuring testimonials or trust badges on your homepage establishes credibility from the start, reassuring customers that they're making a wise choice.
To reduce cart abandonment, you can include social proof elements during the checkout process, such as trust badges or reminders of how many others have purchased the item. This will reduce anxiety and encourage the purchase to be completed. Pop-ups or banners highlighting recent purchases can create a sense of urgency and social validation, prompting visitors to complete their purchases.
How do you determine the most effective placement of social proof elements? Try A/B testing.
Here's a quick breakdown of how to do it:
- Identify variables. Figure out what you want to test. Is it the placement of testimonials, the type of social proof, or maybe the design of your trust badges?
- Create variants. Make two or more versions of the page or element you want to test. For example, customer reviews should be placed at the top of the product page on one version and at the bottom on the other.
- Measure performance. Use analytics tools to track how each version does. Look at conversion rates, click-through rates, and how engaged people are.
- Iterate based on results. Once you have enough data, choose the winning version and keep testing other elements to improve your visual social proof.
Examples of visual social proof
The effectiveness of social proof depends on the context, audience, and business's specific goals. Let’s explore more examples of how brands use social proof in their digital strategy.
Customer testimonials
Below are a few more examples of testimonials from popular brands.
1. Zendesk
Zendesk is a great example of how to use customer testimonials effectively. It has a clean, easy-to-read layout with plenty of space and eye-catching graphics.
Zendesk also highlights its most famous customers to show that successful businesses trust their products. When you click on a story, you get a more detailed page about the business, its problems, and how Zendesk helped. This page is informative without being overwhelming.
(A Zendesk customer sharing love)
2. Patagonia: Worn to Wear
Another great example of customer testimonials is Patagonia’s Worn to Wear story page. It highlights customers' adventures with Patagonia gear and gives a glimpse into their lives.
This page not only shows how much customers love Patagonia and the durability of their products, but it also reinforces the company's values and mission. The stories are emotional and genuine, making them memorable and building trust with potential customers.
(Patagonia customers sharing testimonials)
User-generated content (UGC)
Check out how popular brands are using user-generated content to deliver social proof.
3. GoPro
Video equipment company GoPro uses UGC to support its YouTube channel. Its top three videos were all originally filmed by customers. As of March 2024, those three videos have racked up over 400 million views combined. That's not bad for content that costs GoPro nothing to produce.
In fact, the company's UGC has grown so big that it now runs its own awards show and promotes daily photo challenges to inspire its consumers to be creative.
4. Lululemon
Lululemon, a Canadian athleisure brand known for its high-quality leggings and yoga clothing, wanted to expand its reach on social media. They encouraged their followers to share photos of themselves wearing Lululemon products using the hashtag #thesweatlife.
Lululemon sharing UGC on Instagram
This gave them a wealth of user-generated content to use and helped them reach a wider audience as they shared posts from brand ambassadors.
Influencer endorsements
Check out how bands collaborate with influencers to create more social proof.
5. Cerave
The skincare company Cerave collaborated with Charli D'Amelio, a popular TikTok influencer, to reach a wider audience through D'Amelio's account. Charli D'Amelio is one of the most followed personalities on TikTok, with over 150 million followers as of 2024.
To maximize the impact of the Charli D'Amelio partnership, CeraVe invited the influencer to its "Acne Academy" event in New York City. The event brought together over 350 influencers from 25 countries to learn about acne and share their knowledge with their combined 1.5 billion followers.
An example of influencer endorsement
Case studies
Here’s another example of a case study from a famous company, Salesforce
6. Salesforce
Salesforce has several case studies that show how different companies have used their products to boost efficiency. These stories discuss the problems companies had, how Salesforce helped solve them, and the results they got. It's like a real-life showcase of what Salesforce can do, and it helps people see how it could work for them, too.
Salesforce’s case study
Trust badges and certifications
Here’s another example of a brand using trust badges to show social proof to website visitors.
7. MemberPress
MemberPress, a WordPress plugin, displays its G2 awards at the bottom of its site. This is a great way to let people know it's a top-rated product.
MemberPress displaying G2 awards
How to measure the impact of visual social proof
There are a few metrics you can track to see the results that visual social proof is driving from your website. These metrics include:
- Conversion rate measures the number of users converted into paying customers as a percentage of the total number of visitors to the website. When you show social proof on your website, it builds credibility for your products or services. This credibility adds logic to purchasing decisions that are usually driven by emotions. As purchases increases, so does the conversion rate.
- Bounce rate estimates the percentage of visitors who leave a website after viewing only one page. When you deliver social proof notifications, you keep visitors engaged with the actual user’s content. It motivates them to check out the product and learn more about it, encouraging them to browse through product pages and reviews. Overall, it reduces your website's bounce rate by making it more engaging.
- Time on page measures how long a user stays on a particular page on your website. The more time they spend on your website, the higher their chance of conversion into paying users or shoppers. Social proof influences their time on the page, giving you more opportunities to engage and finally convert them.
How to use Fomo for leveraging different social proof types
Fomo, a social proof and push notification software, allows businesses to deliver real-time notifications related to key events on the website. Based on the users’ activity on your page, you can deliver notifications related to add-to-cart events or recent conversions.
It shows visitors that people are actively taking action on your website, giving visitors more confidence to move forward with their purchases. It establishes more credibility for your brand, adding logic for visitors to cement their purchasing decisions.
With Fomo, you can deliver real-time social proof through push notifications based on other people’s activity on your website. You can also configure and show real-time pop-ups to keep visitors on webpages, reducing cart abandonment rates.
Types of social proof - FAQs
1. What is social proof?
Social proof is the psychological phenomenon where people look to the actions and behaviors of others to guide their own decisions, especially in uncertain situations. It can take many forms, such as customer reviews, testimonials, influencer endorsements, and trust badges, all of which help establish credibility and trust for a brand or product. When potential customers see that others have had positive experiences, they’re more likely to feel confident purchasing.
2. What is the psychology behind social proof?
Humans are inherently social creatures who crave acceptance and validation from their peers. We have a strong tendency to conform to the actions and opinions of others, especially in uncertain situations. Social proof leverages this need for conformity by showing that others are engaging in a particular behavior, making us more likely to follow suit to fit in and be accepted by the group.
3. Why is UGC better than branded content?
UGC feels more authentic and relatable because it's created by real customers sharing their genuine experiences. This resonates more with potential buyers than polished, brand-produced content.
4. What are the various types of visual proof?
There are various types of social proof, including customer testimonials, popularity indicators, on-site reviews, influencer testimonials, earned media, real-time purchase data, trust badges and certifications, and case studies. These forms of social proof help build trust and credibility, encouraging potential customers to feel confident in their purchasing decisions by showing evidence of others' positive experiences or expert endorsements.
5. How to present social proof?
To present social proof effectively, start by prominently showcasing customer reviews and ratings on your website and social media. Use user-generated content by encouraging customers to share their experiences with your products and featuring their photos or videos. Lastly, don’t forget to leverage influencer endorsements by partnering with trusted figures in your niche to share their positive experiences, which can really sway potential buyers.
Give them the proof they need
When it comes to driving more conversions, social-proof marketing strategies come in handy. You can use different types of social proof covered in the article to engage and convert visitors into customers.
When these customers see you promoting and spreading customers’ love, they are naturally motivated to talk about your brand in the form of reviews, testimonials, or other UGCs, creating a fresh supply of social proof for future customers.
Interested in building your supply of fresh social proof?
Try Fomo and configure push notifications to deliver social proof in real time.
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