Easy technology and abundant availability of information on social media has made today’s customer a ruthless decision maker. Social information is growing in influence in customers’ purchase decisions, making it increasingly difficult for retailers to convert a prospect into a customer without any social media influence. In this scenario, Social Proof has become the currency of a successful e-commerce store. Familiar social interactions which influence a customer’s view of a particular product or service collectively are called Social proof.
To keep up with the tech and social savvy audience, Internet retailers are finding alternatives to induce social signals and social tidbits into the core shopping process. It is this “social experience”; the impulsive reaction during every stage of shopping, that marketers need to drive conversions on site.
As Social Media Marketing Guru and Influencer, Guy Kawasaki says, “Make people feel more creative, more productive. Give them peace of mind. You should be able to explain your product and why it’s lovable in three words. It’s a mantra not a mission statement.”
To put in plain words, Social Proof is the one of the key belief factors that could spike interest in your target customers’ mind. It’s more of a C2C mechanism where customers trust more what their peers say. So, how do we get our customers to talk about us? The obvious answer is to have a great product! But then the next obvious question, how do we showcase our customers’ satisfaction to our prospects in the best possible way without playing with their patience? There are several means of incorporating social proof onto our website. Out of which the most prominent and creative ones are listed below:
- Online reviews
- Over 70% of Americans say they look at product reviews before making a purchase
- Nearly 63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews
Product reviews by customers act as a strong proof and assurance for others to buy it. Customers are the best Brand Ambassadors. A customer’s word on a product or service, acts as a direct game changer in affecting a company’s brand image along with conversion metrics. A single negative review on your product page is enough to push your brand image lower unless the customer’s issue is not addressed on a priority.
- Social Testimonials
Social Testimonials run parallel to online reviews. According to a post by Ann Smarty on Mashable, “Testimonials can be powerful marketing tools. But in the digital age customers have reason to doubt if every good review is a reflection of a good product or a made up comment meant to boost a company’s reputation. Social media testimonials, on the other hand, are harder to fake because there’s generally a person with a record of activity behind each one.”
- Social Sharing of Purchases
We live in the age where Millennial generation is driving the e-commerce market. Millennial are ever-connected with each other, and most likely it is through their smartphones. According to a recent study, Millennial Females drive more referral traffic to e-commerce store than males through social sharing of purchases. These act as social proof for retailers. An easy way to drive this would be to incentivize a Social Share just after the product has been purchased. Totally Tablecovers – a leading retailer for customized table covers has seen a 16% increase in conversion rate using this incentivized social sharing on mobile.
- Video testimonials and Webinars
Many organizations incorporate video testimonials onto their websites. Visual content incites higher customer interest than textual content. According to new research on increasing “truthiness,” the best way is to put a face to the words. Pictures were found to increase trust among all participants, even when the photos were “nonsensical.” Getting your current customers to talk about you in your webinars is a highly effective way of adding social proof to your website. Videos or a live action, connect better emotionally and fast. Watch this Video Testimonial for Plum District by Merchants who partnered with them.
We hope you find this post interesting and helpful. Let us know which of the above methods proved to be beneficial for your business.
Stay tuned for more such posts on Social Commerce.