With more people turning to online reviews and trusting recommendations from people beyond their own social circles, social proof can be highly effective for converting visitors into customers.
Let’s go back to the restaurant example from above.
Interest was initially sparked by the recommendation from a neighbor. But that was just the starting point. Buying decisions often require further validation and reasoning. So much so that the average shopper reads 10 online reviews before making a purchase decision.
The first good sign was the high ratings. Would you rather eat somewhere with a 5-star rating or 2-star? That is a no brainer. Then there were the favorable customer reviews, which matter just as much as the initial recommendation. In fact, according to BrightLocal’s Consumer Review Report, 88% of shoppers trust user reviews as much as personal recommendations. And finally to seal the deal was the line out the door, showing how popular the restaurant was.
Without these forms of social proof, you may never have tried this delicious burrito shop, or even found it in the first place.
Much like this scenario, social proof can add trust and credibility to your brand which usually leads to more sales. Using social proof for landing pages can be a game-changer in capturing the attention of visitors and convincing them to make a purchase.
Interested in adding social proof to your site?
Here are examples of social proof you can use to create high-converting landing pages:
1. Customer testimonials
Testimonials are an endorsement of your brand given by customers themselves. Featuring your existing customers makes your brand more relatable, as audiences can see who is using your products or services and why they love them.
Testimonials are typically a short quote or statement from the customer. However, it could also be more in-depth, such as a short video or customer profile.
Here are some questions you can ask for great testimonial content:
What problem(s) did you have?
What made you go with our business?
How do you use our product/service?
What benefits have you seen?
What do you love most?
What makes us unique?
What has made you stay a customer of our business?
Along with their quote, use your customer’s photo and name alongside it (if they agree to it, of course). If you are a B2B, feature the companies who are your customers rather than the individuals themselves by including the company logo. It’s best to feature recognizable brands whenever you have the chance.
For example, take a look at how Zoom uses both written and video testimonials to add social proof.