Using Social Proof to Boost Trust In Your Online Store
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How many times have you found yourself doing something just because others were doing it, too? Happens to most of us! Like watching a movie or listening to a song because so many people praised it! Or eating at a restaurant or buying from a skincare brand because it had so many good reviews!
These are all examples of the impact of social proof! From a marketing standpoint, it is social proof that establishes how usable or credible a brand really is in the eyes of the customers.
For e-commerce businesses, social proof is a critical element that can make or break their business. People buying online need validation from others beyond the brand representatives, and social proof does just that!
So, how can you use social proof to boost trust in your online store? There is more than one way to go about it, and in this post, we explore some tactics. But first, a little insight into why you should be paying attention to social proof!
Why Social Proof is Important for Online Stores
When it comes to buying online, social proof weighs heavily on your prospects’ purchase decisions. According to research, almost 100% of people read online reviews before they decide to buy online. Another research shows that over 55% of people read up to a minimum of four online reviews before finalizing their purchase decision.
Need more convincing? In a survey conducted in the US, 83% of the people stated they were more likely to buy something if it was recommended by a relative or a friend. Meanwhile, 77% of people stated they were convinced to buy a product after watching its testimonial video.
The numbers alone speak for themselves. However, the sheer amount of research done on the significance of social proof and its role in driving consumer purchase decisions also validates its perceived value when it comes to buying online.
That said, here are some ways you can use social proof to boost trust in your brand and drive sales to increase your growth and profitability.
Feature Customer Reviews
In the previous section, we talked about the importance of online reviews and how they influence purchase decisions.
While, as a brand, you may have no qualms about publishing good reviews, what about the bad ones? Every customer’s experience with a brand varies and while you may have many satisfied customers, there may also be the unhappy ones who were not too pleased.
Considering today’s discerning consumers who are quite vocal and do not hesitate to voice their opinions, there is a good chance they may have left some bad reviews.
While a negative review can put people in doubt, not having any can also go against you at times. Not showing negative reviews may make customers distrustful of your brand, too, so do not hide any negative remarks.
In such cases, it is your approach toward responding to the comment and taking action to resolve their grievance that will impact your social proof. It will show your dedication to satisfy your customers and cater to their issues and pain points.
Share User-generated Content
Customer confidence is greatly boosted in a brand when they see others using its products or services. This is exactly why brands share user-generated content frequently on their social media channels and e-commerce sites.
Professional photos displayed on your site or your social media are great as they show your offerings from different perspectives. But it is also the real and sometimes not-too-great pictures and videos from real users that convince people to convert.
That said, encourage your customers to share their experiences and showcase them on your social media or site for all to see. You can also create specific branded hashtags and encourage your customers to use them to boost your visibility and discoverability.
Support Your Success with Numbers
Showing evidence through data is a great way of establishing your credibility. Numbers speak for themselves, and when you show your success through data, people are automatically influenced.
You may have seen many ecommerce sites display their sales number of customers served or reviewed on their landing pages. This is a great way of showing the incoming traffic and how many people have engaged with your brand and have good things to say about it, too.
Work On Your Social Media Presence
A large number of online buyers usually visit an online store after they visit its social media profile. Hence, it is highly important to work on your social media presence and ensure you have a sizable following that engages with your content as well. For this purpose, you can use targeted ads to drive traffic to your feed.
If as a startup, you are finding it hard to attract enough followers and interactions to your profile, you can also consider purchasing social media followers to give your presence a boost. This jumpstart will help you draw in an organic audience that is genuinely interested in your content and offerings.
Feature Expert Opinions, Media Mentions, and Influencer Endorsements
When an industry authority, a well-known influencer, or the media mentions or refers to your brand, it can do wonders for your online presence and perceived credibility.
People are usually very keen to know what an expert or media has to say about a brand. So, feature logos of businesses or publications on your site that have expressed trust and satisfaction in your brand.
People also take suggestions from influencers whom they trust very seriously. This is why influencer marketing is rapidly taking over, and you may find brands frequently collaborating with influencers to promote their brand. This helps them tap into the influencers’ audience and expand their reach.
You can also do the same for your brand by collaborating with an influencer who you deem a good fit for your brand.
Final Thoughts
These are some of the many ways you can enhance and leverage social proof to boost trust in your brand and drive online sales.
The online landscape is highly competitive, and as a brand, you need to stay vigilant at all times. This includes monitoring social conversations regarding your brand, analyzing your customer perceptions, and consistently keeping track of the outcome of your online marketing efforts.
You must also invest time and effort in managing your online reputation by responding to your brand mentions, whether they are good or bad. It is also vital to address customer grievances, if any, to nip the problem in the bud and take challenges head-on.
This requires you to employ a proactive approach in all aspects of your online presence rather than a passive one so that your social proof is not hampered at any stage.
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