Social Proof to Increase Conversions – Because Nothing Sells Like Receipts
It doesn’t matter what others think. Maybe it doesn’t. But most of us would agree that it wouldn’t hurt to know what others think, when we are making decisions (no matter how big or small). This psyche of ours is exactly what social proof targets and capitalizes on.
Social proof is defined as a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behaviour for a given situation. In simpler words, we take note of people who have gone through similar experiences, before we venture into one. And there’s no denying its power. Nearly 70 percent of consumers, and 82 percent of millennials, seek opinions before buying, according to Mintel.
Subconsciously or consciously, marketers have been using social proof since time immemorial. Be it the practice of making reserved tables apparent in restaurants to seem or clubs maintaining a long waiting list to show that they are more exclusive; social proof is all around you.
Now it’s important that you as a brand realize how to leverage these to increase your conversion rates. We list 5 ways in which you can effectively use social proof to mobilize your conversion rates.
Customer Testimonials: A good word goes a long way
You say “None like anything before” “100%” “guaranteed”
The consumer hears “bleh”
A consumer would any day believe another average consumer over you. In fact, according to a research done by Nielsen, 92% of people will trust a recommendation from a peer, and 70% of people will trust a recommendation from someone they don’t even know.
That’s why most big brands bank on their customer testimonials to push their customers further in the decision making process.
Amazon, world’s largest online retailer, displays customer reviews and ratings on every product.
Long in format and more formal in nature, case studies are another effective form of social proof. Case studies are marketing staple. They allow a brand to talk about the application of a product among its consumers, rather than talking about just the product.
Case Studies are much more specific than general testimonials; they underscore your past successes and enhance your brands authority.
For e.g. Computer technology and marketing software company Oracle utilizes includes a video testimonial along with a text summary of each case study.
Read more about case studies and their examples here.
Celebrity Endorsements – What they say is written in hard stone
There’s a reason why celebrities are called celebrities, it’s because they are celebrated. They do something that makes a common man want to be like them. What they wear, what they eat, how they perceive etc. So if a celebrity is known (or shown) to be using your brand, it definitely fuels your conversion rates.
Also, if you look at it in a different perspective, it is an easier way for people to change their class. When consumers buy the things celebrities endorse, or own, they feel as if they are in the same class and page as them because they are able to possess and afford what celebrities have.
So it’s natural that brands, especially those marketing materialistic things / lifestyle goods tend to approach celebrities to endorse their products, and indeed when a celebrity is strategically placed with a brand, it can work wonders.
For eg. Check out the most effective celebrity endorsements of the recent superbowl.
Mentions – You made news?!
If your product has been mentioned in the media (and we obviously mean mentioned in a good way) make sure that you show it off at places where people are likely to notice them. Most brands do include their media mentions on their homepage. It’s a good practice as it increases the significance of the brand, manifold.
These days you have reviews, testimonials, media mentions, certifications and everything under the sun on your website. But how do you best get people to take you seriously and make your existence known? It is albeit by having a optimized and very active social media presence.
And while people have come to use social media to complain about their disappointments with a brand or product, there is a section who praises your brand/product as well. You would be wise to integrate them somewhere nice as well. It serves a two fold purpose- one the obvious, that someone likes you, second, they know that there are many you interact with you daily, thus creating a presence.
At Capital Numbers, we have made it a habit to convert browsers to buyers, win back lost clients and increase sales, and up-sell and cross-sell to your existing clients. Let us help you connect with your consumers more often and in more ways, visit http://www.capitalnumbers.com/ for more details.