Merchants are always looking for new ways to drive sales and customer loyalty. One way is to offer a lower price, but there’s more to consider. As people buy more through social media, their means of gauging the trustworthiness of products is changing. Today, they rely more on social proof—the idea that people are influenced in their decision-making by others—to guide their choices.
Whilst recommendations from friends and family are the best form of social proof, the reality is that no one’s friends or family will have bought everything they want to buy. They need to rely on the opinion of complete strangers online instead. And this is where independently verified reviews can help. But not just reviews. Social proof can take many forms, and all, when used correctly, can boost your conversion rate.
Types of Social Proof
We’ve learned that social proof is crucial in shaping consumer behavior. But what are the types of social proof? Below, we’ll explore everything you need to know.
1. Celebrity Endorsement
Celebrity endorsements are everywhere. We grew up seeing and hearing them on radio, TV and the internet. For example, we’ve seen Taylor Swift promoting Diet Coke. Celebrity endorsements are a useful part of any good marketing strategy. Brand simply use a celebrity’s fame to promote their products.
However, this type of social proof has become less popular since COVID-19. Customers are becoming less interested in publicity and more interested in real-life stories and authenticity. As a result, customers are also becoming more skeptical of advertisements. Influencers flying off to Dubai during COVID whilst we were all stuck indoors? It wasn’t a good look. And keep in mind that this would also have been expensive! What’s more, the high cost of celebrity endorsements can deter businesses from pursuing this strategy.
2. Social Media Shares
Social media engagement, which includes your likes, shares and followers, can make a product popular. People value the number of likes or followers you have, as it shows that others perceive you positively. Additionally, people love to know what product their network is buying. It’s all about the buzz. They don’t want to miss out on the next trend, however random it might seem.
Consider the Ice Bucket Challenge back in 2014. Thanks to social media alone, it went viral.
3. User Testimonials
User testimonials will be familiar. A user testimonial is a personal statement coming from a real customer who has used a product. It comes in two forms:
- Written testimonials: These are usually short reviews or quotes published on websites, social media, or in marketing materials.
- Video testimonials: These are when customers speak directly to the camera about their experiences using your product.
However, as good as it sounds, The impact of user testimonials has been weakened by their perceived lack of authenticity. Testimonials are often seen as overly positive and outdated, making them less effective unless they are recent and come from verified users.
4. Awards
This type of social proof is quite straightforward: your brand receives formal recognition from a renowned organization, acknowledging its quality. The main benefit is a boost in your brand’s popularity. Seeing a restaurant with a Michelin Star logo often makes you more inclined to try it out, right?
Clearly, this type of social proof is a useful way to gain recognition for quality. However, there is a downside: it may lack credibility in some cases, many awards require filling out long applications, and, at times, you have to pay to enter.
5. Customer Reviews
Social proof works because it inspires trust. Now, many customers are leaning more towards social media, and nine in ten people check reviews before making a purchase. For instance, before choosing a restaurant, we often check Google Maps for reviews. If we see a low rating, we’re likely to avoid it.
How Incentives Enhance Customer Reviews
To make the most of their reviews, merchants can combine a loyalty program, which involves rewarding customers for leaving a review. Here’s how incentives can enhance customer reviews:
- Encourages Participation: Offering rewards provides an incentive for customers to take the time to write a review.
- Enhances Review Quality: Since customers are aware that they are getting monetary value out of their action, they are more likely to write a thoughtful review.
- Building Loyalty: Loyal customers who feel appreciated are more likely to return and continue engaging with your brand.
Boosting Social Proof With Judge.me and Akohub
To effectively use social proof, you need a reliable way to collect and show customer reviews. Judge.me is a great tool for this. It automates the review process and helps you obtain real feedback from your customers. You can display these reviews on your site, from product pages to checkout, which helps build trust.
Ako Marketing’s Loyalty Program works well with Judge.me. It lets you reward customers for leaving reviews. For example, you can offer 250 points for a review through Ako Marketing. These points can be used for future purchases, which encourages more reviews and keeps customers engaged.
To learn how Judge.me integrated with the Ako Loyalty Program to boost repeat purchases by 80% in just 30 days for LINE Friends, you can check this blog.
Conclusion
Social proof is often more valuable than offering money because it builds trust and influences decisions in a way that financial incentives can’t. While discounts and promotions might attract customers temporarily, social proof creates lasting credibility. Social proof helps build a strong reputation, leading to customer loyalty. By focusing on authentic feedback and customer experiences, you create a more reliable brand image.
Author information
Neil Bayton is Head of Partnerships at Judge.me, with over 20 years of experience in the ecommerce space. He played a key role in scaling a previous SaaS venture to unicorn status, leading to its successful exit. Neil leverages his experience and network to help his and his partners' businesses grow.