What Is The Role Of Social Proof In eCommerce?

• By Sarah
• General News
• 1524 Views
• 11th August 2022

Social proof in marketing is not a new concept. In fact, it’s really just the use of customer testimonials applied to digital media. However, in the era when social media is an all-powerful tool in the world of marketing, social proof should be taken very seriously by ecommerce businesses. Here’s why.

 

Trust in traditional advertising methods is declining

Consumers have become so saturated with adverts from multiple sources over the last few decades, that trust in branding messages is declining. Many internet users now install adblockers, or avoid sites which carry intrusive and distracting adverts altogether.

Research has shown that in this age of fake news, political manipulation, and clickbait material which is often from unverified sources, trust is at an all time low, and not without good reason. Even the most transparent and well-intentioned marketing messages are now met with scepticism, to put it mildly.

 

The growing role of social proof

Although traditional marketing methods may no longer be as effective, people still like to research the products or services they are buying. Increasingly, consumers are using online reviews and feedback on social media sites to inform their purchasing decisions. This is now considered almost as trustworthy as a recommendation from a friend or family member.

Social proof is more than just the herd instinct: after all, endorsements from real people who have actually used the product or service, and have no bias or motive to make false or exaggerated claims, is the most authentic form of advertising that there is. Positive feedback from happy customers is compelling and converts to more sales.

 

What are the different forms of social proof?

One of the most common forms of social proof is customer review pages, usually clearly linked to the product page so they can be easily scrolled through at point of purchase. Products can be given an overall rating out of five stars. This can be refined even further into quality, value, ease of use, and so on.

Plug-ins can also be used to inform the customer how many views or purchases of the particular product have been made in the last 24 hours, how many reviews it has received, and the amount of people currently viewing the product page. Automated emails can be sent after purchases to prompt customers to leave feedback.

Social media links, likes, retweets, and shares are another form of social proof, which are very effective. Customers can check out the accounts to judge how genuine they are, and gain reassurance from photos and videos which show the customer using the product. Always check with the user before sharing their content, however.

Links to dedicated third party review platforms such as Trustpilot, and stamps of approval from such sites to verify authenticity are another form of social proof, which reassure the customer that the reviews are genuine and not from paid influencers.

There are lots of free tools and techniques available that can be integrated into your website to make social proof visible and accessible to your customers. It’s one of the cheapest and most effective forms of marketing for any ecommerce business in today’s competitive online market.

 

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