Build a Trusted Brand

6 Social proof examples to boost conversions today

Thursday, June 7, 2018

Social proof is a concept as old as marketing itself, but the recent rise of social media has enhanced the importance and effect of social proof on conversion rates. Conversions are goal-based events that are defined by a marketing team. This can be anything from an email click-through, a click on a cta, or checking out on a product page. Whatever the definition, an increase in conversions likely leads to an increase in sales.

Today, customers are more willing to mention a company than ever before because of social media and any positive comments about your company or your product are considered social proof.

Social proof examples to boost conversions

How can social proof examples help your business increase conversions?

In short, social proof is an endorsement that says that a business, a service, a person, or a product is great, and it also communicates that the overall experience has satisfied other shoppers before.

Social proof comes directly from customers, providing third-party validation and making businesses more trustworthy. Today, leveraging other people’s opinion helps convert more, as 89% of people say that reviews influence their purchasing decision.

In this article, we’ll run through 6 ways of how using social proof examples on your marketing channels can help your business boost conversions in no time.

6 social proof examples that will boost your marketing efforts

1. Reviews and ratings boost customer confidence

Consumers have become trusting reviews more when buying online, and most of them read up to ten reviews as part of their decision-making process. This is why any business should leverage reviews as social proof.

Online reviews are trusted by consumers because, if the review company is an open platform, other customers’ opinions can not be edited or deleted by companies. If you’re considering using a review platform, opt for an open one, which shows authentic and real reviews from customers.

Here are some ways brands have leveraged reviews as social proof before:

social proof example reviews 1

Bensons for beds include their overall rating

social proof example reviews 2

Whilst CollectPlus have added a review carousel to their homepage thanks to Trustpilot

2. Live or dynamic data

Helping your consumer make a decision based on the wisdom of the crowd can be challenging, but providing as much live or dynamic data as possible can make a huge difference to your conversion rate. Here are a couple of things we recommend including on your product pages:

  • The number of visitors currently looking at the product page.
  • The number of people who bought this item over the last 24 hours.
  • Other items consumers who have looked at this page ended up buying.
  • Bestsellers of the week or month.

Instilling urgency throughout the customer journey can be a powerful way to increase your company’s conversions.

Here are some examples of how you can leverage live data as social proof directly on-site:

social proof example

“Several others are checking this out right now”

social proof example live data 2

“Bestseller. In high demand. Booked 56 times in the last 24 hours”

3. UGC (user-generated content)

User-generated content (UGC) describes any form of content such as reviews, blogs, discussions, photos, or videos created by customers and publicly available to others.

For this reason, word of mouth has become one of the most powerful tools out there, making customer advocacy one of the best things a business can invest in.

Daniel Wellington makes good with their Instagram account by asking customers to share photos of themselves wearing one of their watches using the hashtag #DanielWellington, and picking the best photo every day with the hashtag #DWPickoftheDay. This gives customers an incentive to participate and improves visibility for the Daniel Wellington brand.

social proof example UGC 1

The brand only uses UGC on their Instagram account

social proof example UGC 2

The watch retailer picks their favourite customer photo on a daily basis

Using customers to generate content is a great way to engage with new visitors, boost loyalty, and showcase social proof on all marketing channels!

4. Media mentions

If your business has recently been mentioned in the media, you might want to consider adding the mention to your website.

From TV ads to magazine features or even newspaper shoutouts, if your brand has been mentioned in the press, it will build up your credibility and trustworthiness for new visitors and potential customers.

Check out how the famous Aussie brand Sand & Sky feature their press mentions on their homepage:

social proof example media mention

Press mentions leveraged as social proof on Sand & Sky’s website

While we get into case studies later - you can also use your own customers’ logo in the same way as a form of social proof.

5. Celebrity or influencers endorsements

Finding celebrities or influencers to do brand endorsements may seem like a challenging task, but it will most likely help you build brand awareness, grow your business, and therefore increase your conversions. If you’re a small business, you might want to start with micro-influencers on Instagram.

social proof example endorsement 1

Partnering with Instagram influencers - Beth Sandland for Popchips

Micro-influencers tend to be more approachable and have a very niche area of expertise, which means you’re more likely to get their attention when contacting them.

Sharing specific content through ‘famous’ influencers also means your audience is more likely to be interested in what you’re sharing, which will help boost your conversions.

The bigger the brand, the easier it gets to partner with ‘celebrities’. If you’re no longer considered a ‘small’ company, consider targeting bigger influencers or celebrities like Aveeno did.

Aveeno social proof example endorsement

Jennifer Aniston has been the face of Aveeno for the past 5 years

Celebrity approval can come in the form of paid endorsements or unpaid ones. Sending some of your products or offering a free service to an influencer could lead to free social media publicity. Maybe it’s time to start looking for influencers?

6. Case studies

Last but not least, customer stories are known to provide high value social proof. Case studies are a great way for businesses to showcase what other customers have achieved with them, and they let visitors know what kind of results to expect if they become clients.

Highlighting success stories not only builds credibility earlier in the customer journey, but also provides valuable third-party validation.

social proof example case studies

Trustpilot’s customer stories

These 6 social proof examples should help you boost conversions in no time by building trust and credibility throughout your customer journey.

What are some of the best social proof techniques you’ve implemented to grow your business?

We’d love to hear your thoughts! Tweet us at @Trustpilot using #onTheBlog.


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