If I had to choose a single crucial factor for the success of an online store, it would be social proof. This term is often misunderstood. This does not have much to do with the presence and reputation of a company on social networks – although this plays a role.
Instead, it is the psychological phenomenon where people conform to the actions of others by assuming that these actions reflect correct behavior.
Social proof has been used as a marketing tactic for decades. In 1955, McDonald's began posting on its posters the number of burgers sold. As the numbers increased from 1 million in 1955 to 1 billion in 1963, so did sales. McDonald's has attracted locals and passers-by with the promise that people enjoy food.
How can 50 million Elvis fans be wrong? That's what RCA Records promoted in the late 1950s to sell even more copies of the second album of the singer's greatest hits. It was a convincing way to make sure that the albums were in the hands of people who had never owned Elvis records.
There are six main categories of social evidence when it comes to selling.
6 types of social proof
Celebrity endorsements. Celebrity images and slogans go beyond mere advertising. Many big business sites now feature celebrities as part of product lines and descriptions. While it's neither easy nor affordable to make mega-stars talk about your product, do not forget about local celebrities.
An alternative to a real endorsement is to display celebrity photos using one of your products. Make sure you own the rights to the photo or have written permission to use it on your website. Pay attention to the placement and wording, as anything that could be considered approval could cause you trouble.
Proof of expert. Regardless of the type of product, incorporating prominent quotes from influencers often results in increased conversion. For example, a reputable mom blogger can be a good choice when presenting testimonials on children's craft supplies. Quoting quotes from recognized critical sites is also a useful form of expert social proof.
Certifications, badges, awards and key mentions. Post on your web pages key status symbols, such as BBB membership notes, purchase evaluation site badges, prominent associations and recognition by individuals. third.
Success stories of users. Success stories featuring all levels of users or consumers can help increase visibility and sales. The stories could be videos or blog posts rich in images.
What are the friends saying? Seventy percent of consumers rely on online reviews before making a purchase, according to Consumer Reports. Half of these consumers are willing to try a product recommended by a friend, regardless of the negative reviews of others.
Instead of relying on social media to spread the message, install customization scripts on the product pages. For example, Facebook allows you to embed and share buttons that include small profile pictures of one of the visitor's friends who have already liked or shared. This can produce instant social proof of his friends.
Reviews from customers. Customer Reviews are becoming more important. Virtually all studies and surveys report similar results: buyers read reviews. If you are still on the fence to invite customers to give their opinion, this should be sufficient proof. Without them, success will be difficult.