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What is Social Proof: How it can boost Conversions for You - Review
Introduction
What is Social Proof and why it has become increasingly important.
When it comes to people, we should know that it is all about trust.
People trust or rely on when there is sufficient amount of proof.
Someone can claim that their product or service is the best in the world.
Most people won't buy that claim. But, if it is backed up by a sentence like - "Top experts in the field consider it the best in the world".
Now we are starting to get some buy-in.
But not enough yet. If we give those experts names and faces and from which company or region they belong - It adds to the weight of the claim.
This is Social Proof.
Let's define Social Proof
What is Social Proof
CXL Institute defines it as:
Any third-party, unbiased proof that is outside of a claim your company would make
Social Proof can be in the form of:
- Case studies,
- Reviews,
- Data,
- Customer interviews,
- Security icons, and
- Testimonials.
There are many common examples of Social Proof in our day-to-day life.
These include things like reviews of a restaurant before we go out for lunch or dinner with our family or friends.
Or, the product reviews we go through before we make a purchase. How many people before you liked or purchased that product.
This kind of social proof makes us more comfortable while making our purchase.
So, Social Proof is something people rationalize their decisions with.
This answers the basic question: What is Social Proof.
Now let's explore the topic further.
Further Reading: Social Proof: What It is, Why It works, and How to Use It
Social Proof in Case Studies and Testimonials
Preparing case studies and presenting them as part of social proof on your website helps the customers to self-select your product or service.
When they see the example shown, they can relate if your product is for them or for a smaller or bigger company.
Case studies also help in establishing empathy. It shows to your customers that you understand their pain points.
It can also act as an interest point for your potential customers.
Sometimes the social proof can also be used in a headline of your website to gain immediate interest of your customers.
How to make a Successful Case Study
One of the key elements to include in a case study that can act as social proof is related subject.
What it means that the potential client should be able to relate and resonate with client example provided in the case study.
This case study will also include the before, during, and after scenarios.
What was the situation before using the product or service.
How they started solving their problems during the use.
Finally, how did they benefit from the product and were able to solve their pain points.
So, the more specific the case study is the better.
This way, it is easier for people to relate to it and hence result in conversion.
Example of Successful Testimonials and Reviews
Let's further explore the look and feel of successful Social Proof with few examples.
These are among the reviews found on the website of CXL Institute:
First example is of review from a complete team at a Company
The second example below is from an individual review from Excellence Manager at Spotahome:
The testimonials also provide to potential clients the different type of people who could benefit. Also, about their industry.
Recently, I received a testimonial on Linkedin for my from the Co-founder of Innjoy Agency for my Blog:
Next, we will discuss the different criteria to select people to get Social Proof from.
Who to target for Collecting Social Proof
One criterion is that the customer is willing to provide a review and is also able to do it in a good way.
Secondly, you have to choose the review or testimonial from a customer understanding your target market.
These testimonials should be from customers that have the traits that you have very well-defined in your target personas.
And if you are going to ask for something more like an interview, you'll be needing customers that are willing to commit some time.
Using Interviews as means of Social Proof
For an interview, the minimum time that a customer would be needing to commit is around 30 - 45 minutes.
In these interviews, it's better to avoid the questions that have no other answer than a mere yes or no.
It's always advisable to keep it like a conversion.
If it is not scripted, much better as you can take the flow in a natural manner.
The interviews too can capture the experience or feelings of a customer before, during, and after a successful transaction of your product.
The questions can get much deeper answers if they are open-ended.
Example for a before situation can be -
What was happening in the company or your department that made you to look out for a solution that we provide.
The Ever-green demand of Social Proof
Customers or people look for third-party opinions when they are going forward with a decision.
The decision can be something related to their life or a simple purchase of a product or a long term service contract.
Maybe, the form of social proof searched for would change.
Like few people look for video social proofs and find them more convincing when they see real people behind those words.
One of the good practice is to keep the social proof recent and fresh.
It is better if you can have a dedicated person for the social proof.
A person who takes note of when the customer completes a transaction.
Then that person is ready to capture those moments in the form of social proof.
It is also important to target the customers only when they reached a required level of satisfaction with your product or service.
Arriving too early can sound demanding.
Too late, and you leave money on the table.
Conclusion
In this article, which is learning from the Conversion Optimization Minidegree from CXL Institute, we have explored:
- What is Social Proof
- Different types of Social Proof
- Few examples of implementation of Social Proof
- Target for Social Proof
- Summary of few good practices
Additional Reading: Which Types of Social Proof Work Best? [Original Research]
The author of this article can be reached at Linkedin
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