August 22, 2022

Why are social proofs important?

Social proofs like testimonials & online reviews are significant indicators showing people actually purchasing your product. Here are some reasons why social proofs are important for your business.

Social proofs like testimonials & online reviews are significant indicators showing people actually purchasing your product. Of course, everybody has their own opinion but what matters is the customer’s approval to use your product and the valuable feedback from their experience.

The 5 Types of Social Proof

Social proofs can come in many forms and are different from where they come from. Here are some examples:

  1. Expert Social Proof. When a prominent thought leader or influencer in your field endorses your product online—through blogging, raving on social media, or offering a testimonial.
  2. Celebrity Social Proof. This happens when a famous person publicly or on social media uses a product. When the recommendation is genuine rather than purchased, this type of social evidence is even more potent.
  3. User Social Proof. This consists of complimentary comments from real consumers, such as product reviews on YouTube, Facebook, Google, and Amazon. Customers can also "like" reviews on Amazon if they have queries about the product that the description is unable to address. This indicates that they used it to make a purchasing choice and found it useful.
  4. “Wisdom of the Crowds” Social Proof. When a sizable group of people is perceived to be endorsing your brand, that is another form of social proof. For instance, your social media pages show that you have millions of followers or thousands of clients.
  5. “Wisdom of your friends” Social Proof. The endorsements of friends, family, coworkers and other trusted individuals carry more weight than other forms of advertising. According to research, 81% of people say that social media posts from friends had a direct impact on their decision to make a purchase.

Now that we know about the types of social proof, let us go deeper into why these are important for us. The following are reasons why you should put more value into social proofs.

Helps you increase conversions

Social proofs are probably one of the most important elements in your marketing strategy. According to research, only 3% of people buy from a website that has no reviews, ratings, or testimonials. The more social proof you have on your website and landing pages, the more likely it is for you to increase your conversions.

Social proofs also bring credibility and legitimacy to your brand. If people love what they're seeing or have had great experiences with a brand or company, they're going to be more likely to buy from them again. This is why brands create so many advertisements - to show customers that there are happy customers who use their products. Similarly, social proof like a testimonial is a free way to advertise through someone else’s experience with your product.

Establish credibility

Social proofs are important because they provide more credibility to the claims you make, whether it's in the form of testimonials, reviews, or even ratings. These things are all considered social proofs, and they work better when they're all together as one.

You can establish yourself as an authority by having a lot of positive points, such as reviews and ratings. You can do this by making sure that you have great customer service so that people are happy with your products and services. Great customer service will ensure that your customers will be satisfied enough to leave positive feedback on the platform they purchased from.

Build trust among your users

Social proofs are important on your site for the same reasons they're important in person: they help eliminate buyers' fears about unfamiliarity and safety. They provide reassurance and comfort to visitors who might otherwise abandon your site altogether instead of joining up. People respond positively when they see that other people like them have taken action.

It's an effortless way to have your prospects and customers feel at ease with the decision they're making. If we see that other people have done something, it makes us feel comfortable doing the same thing.

Help you improve your offers

As social proof come in many forms and channels, they are also not always positive. Still, even negative feedback about your products and services can be helpful to you. Knowing what your customers like about your product and what they don’t can help you craft better products and provide better offers.

There is so much more to learn from knowing what does not work. If you take these criticisms objectively, you can use them to your advantage and provide a better experience for your clients. Don’t be afraid of what people leave as a review, because the insights people can provide are valuable knowledge for your business.

Value customer experience

More than the things previously mentioned, social proof shows people how your business values its customers. You see this when a company uses tags on their products or inserts handwritten notes into their packaging. The small details matter because they add value to your customers by showing that you care about them. By showing off your social proof in this way, you're letting them know that your business cares about them just as much as they care about your product.

With all the emphasis on social proof, it makes perfect sense that businesses are now starting to actively look for ways to measure their impact. Social proofs are more than a testament to your credibility and the value you place on enriching your customer experience. Done right, social proofs can be the way to finally appeal to your customers who are just making the final decision on whether to buy or not.

Now, try to think of the ways how you can acquire social proof more. Sure, the platform you use may have a review system in place, but it can still help to encourage your buyers to create their reviews and strike a conversation on the aspects where you could do better. Not only do you get social proof, but you also create an impression that you care about what your customers truly think.