In the digital era, trust is the cornerstone of e-commerce success, as potential customers can’t feel the product in their own hands.
Online store owners use trust signals such as reviews and real-life product images to mitigate this remote experience and help potential customers complete the purchase.
These signals are collectively called ‘social proof’ and can play a vital role in increasing conversion rates and sales. Let’s explore how social proof can amplify your Shopify store’s credibility and sales.
What is social proof in marketing?
Social proof is the psychological phenomenon where people conform to others’ actions, believing those actions reflect the correct behavior.
Probably the most famous example I can think of is Facebook’s and Instagram’s likes. When people see a post with many likes, they tend to trust it more. And as a result, there’s a higher chance that they like the post themselves.
Social proof has become vital for anyone aiming to increase their online sales, as it leverages the human tendency to be influenced by others’ experiences and recommendations.
Why Is Social Proof Important?
Social proof taps into the informational social influence principle, where individuals look to others’ behaviors to make decisions in uncertain situations. For online shopping, this means that social proof is critical.
In their study from 2016, Georgios Askalidis and Edward C. Malthouse found that on average, the conversion rate of a product can increase by as much as 270% (!) as it accumulates reviews.
Types of Social Proof for Online Stores
Understanding the types of social proof can help Shopify store owners strategically influence purchasing decisions:
Online Store Reviews
Reviews are probably the most common form of social proof in Ecommerce. Shopify review apps can automate this process, showcasing reviews where they’ll have the most impact. Judge.me and Loox are among the most popular Shopify apps for that. If you need an EU-based provider to comply with GDPR, Reviews.io is probably your best option.
User-Generated Content (UGC)
Encouraging customers to share their experiences on social media (organic and paid) can serve as authentic social proof. This content is highly relatable and boosts credibility.
UGC can also be added to your Shopify store with apps such as FourSixty, Yotpo, and reviews apps.
Influencer Endorsements
Influencer partnerships can provide a substantial trust signal to prospective customers. Their endorsement serves as a powerful form of social proof. Shopify Collabs is Shopify’s built-in platform to connect brands and creators.
Media Mentions
Remember ‘as seen on TV’? Media mentions are the online version of that. Many online stores proudly present a widget of magazines and publications that have mentioned them.
When potential customers identify a famous magazine’s logo on a store’s landing page, the brand enjoys the ‘hallow’ of that magazine’s reputation and trust.
High Numbers of Followers or Customers
Many followers on social media also convey that many others trust this brand. If your brand has enough followers, brag about it on your website. And the same goes for when you have many customers and orders. You can communicate these social trust signals as a USP on your landing page and all marketing channels.
Some examples:
- ‘100k happy customers’
- ‘Thousands of 5 star reviews’
- ‘Join 72,713 followers on Instagram’
Implementing Social Proof Effectively
To maximize social proof’s impact, strategic implementation is key. Social proof Shopify apps play a crucial role by displaying reviews and ratings effectively. Consumers value genuine reviews, prioritizing authenticity for enhancing trust and credibility.
Real-World Examples of Social Proof in Action
In addition to the examples above, here are a few more famous examples of leveraging social proof:
- Amazon leverages customer reviews to guide potential buyers, showing the power of direct customer feedback.
- Airbnb uses user-generated content to build trust, illustrating the effectiveness of real-world experiences.
- Warby Parker encourages customers to post product photos on social media, showcasing the product in real life.
Shopify store owners can implement these strategies using social proof Shopify apps, integrating features like reviews, user photos, and influencer endorsements to boost credibility and encourage purchases.
Conclusion: Elevate Your Shopify Store with Social Proof
Incorporating social proof is essential for Shopify store owners looking to build trust and increase sales.
By deploying various social proof elements in your online store, you can significantly increase trust among visitors and drive conversions.
Further Reading
- How To Build High-Converting Product Detail Pages on Shopify
- How To Increase Conversion Rate On Shopify
- Free Shopify SEO Checklist
- PPC vs. SEO: Which One Is Better? Pros, Cons, And When To Use Which
- Demand Gen: Google Ads Version of Paid Social Campaigns?
