How to increase conversions on your website

Using Show Social Proof on Your Website Will Help

As we are bombarded with more and more online content, trust in what we consume is becoming vital.  As a small business or creative, you might have wondered how best to build that trust with your audience.  A great way is through social proof. 

But what is social proof, and how can you use it on your website effectively? Let me show you.

What is Social Proof?

Social proof is a psychological phenomenon where people mimic the actions of others in an attempt to reflect correct behaviour in a given situation. 

Essentially, it’s the idea that if others are doing something, it must be good.

With online businesses, social proof helps build credibility and trust by showing potential customers that others have had positive experiences with your products or services.

Some examples of different types of social proof are:

1. Testimonials: recommendations from happy customers.

2. Reviews: Star ratings and written feedback from users – your Google Business Profile is where you want to collect these. Great reviews here will help your local SEO improve. I have a blog on local SEO and Google Business Profile which you can read here.

3. Case Studies: Detailed accounts of how your product or service solved a problem for a customer. From where they were to where they are now.

4. Influencer Endorsements: Recommendations from well-known personalities. Use with caution now we are in 2024 and it is correct that microinfluencers are more trusted than the big flashy stars.

5. Social Media Mentions and Shares: Follower endorsements on platforms like Instagram, Twitter, and Facebook.

The Psychology Behind Social Proof

Why Social Proof Works?

We are inherently social creatures. We look to others when making decisions, especially in uncertain situations. This behaviour stems from our evolutionary past, where following the group could mean survival. Today, this translates into trusting peer reviews or celebrity endorsements when choosing a product.

Real-World Examples and Anecdotes

Imagine you are on holiday in a new country and walking down a street looking for a place to eat. You see two restaurants side by side—one bustling with customers and with a queue forming and another nearly empty. 

Which one would you choose? Probably, the busy one because we assume it’s popular for a reason. Similarly, when shopping online, seeing positive reviews or testimonials can tip the scale towards buying.

Types of Social Proof to Consider

Customer Testimonials

These are personal stories from customers who have used your product or service, found value and been pleased with their purchase. They add authenticity as they come directly from real users.

User Reviews and Ratings

Star ratings and detailed reviews help potential customers make a quick judgment on the quality of your products or services.

Looking for a new garage? Those stared reviews are likely to sway you one way or another.

Case Studies and Success Stories

These provide in-depth insights into how your solutions have helped solve specific problems for other clients.

Social Media Mentions and Shares

When people talk about your brand on social media, it’s a public validation of your credibility. What people say about you on socials is your BRAND!

How to Collect Effective Social Proof

Encouraging Customers to Leave Reviews

Remember to ask your happy customers for reviews through follow-up emails or incentives such as discounts on future purchases if appropriate. (NB DO NOT offer any incentives with Google Business Profile, it will get you banned).

Gathering Data for Compelling Case Studies

Collect qualitative data through interviews with clients who have achieved significant results using your product or service.

When I’m building a new website, I always ask the client what is not working for them with their current site and why they have chosen to invest now. I take images of the original website so that I can illustrate that they went from x to y and by studying Google Analytics before the build and a few months later, I can prove which areas the business has seen growth in.

How can you do something similar with your clients?

Let’s think about where these reviews and testimonials should go on your website:

Place them prominently on landing pages (so your home page, your sales pages and your contact page) to immediately capture interest. Don’t just copy and paste the whole review – remember, we all scan before we read, so edit so that the sentence that promotes you the best is the one you use.

Feature user reviews on product pages where purchase decisions are made.

Highlight case studies on your home page to establish credibility immediately.

Should you also add an image of the person leaving the review?

Yes, I think it makes all the difference. Ideally, their image, their first name or initials, and their broad location. That’s plenty.

(If your website is built on WordPress, did you know you can use a plugin to show your Google reviews?)

Authenticity and Transparency

Don’t make up reviews, as if you would! I have heard of instances where this has horribly backfired. Your online reputation is slow to build and very easy to lose. 

Keeping Content Up to Date

Regularly update testimonials and case studies so they remain relevant and credible and as I am sure you know, Google loves fresh content.

Balancing Quantity with Quality 

Please prioritise high-quality reviews that offer detailed insights over generic praise. And dont put all your reviews on only one page. Viewers will become blind to them.

Ways of measuring how social proof is helping you:

Key Metrics to Track 

Monitor conversion rates before and after adding social proof elements to measure effectiveness. Track engagement levels such as time spent on the page or click-through rates on testimonial links. And yes, even if your website platform says it gives you analytics, you still need Google Analytics (GA4 only) to see this information in the round.

Ignoring Negative Feedback or Fake Reviews 

Address negative feedback constructively rather than ignoring it—it shows you’re committed to improving customer experience while maintaining transparency by removing any fake reviews promptly upon discovery.

NB you can not remove unflattering reviews from Google Business Profile. Fake reviews you can sometimes but it’s tricky and not guaranteed.

Conclusion

Showing social proof on your website isn’t just beneficial—it’s essential!

You will build trust through authentic testimonials & relevant case studies. Will you get going with this task today?