Have you ever wondered why some products fly off the shelves while others sit unsold? Often, consumer sentiment has a lot to do with it.
Social proof – like online reviews, customer testimonials and user-generated content (UGC) – has a powerful influence on how potential buyers perceive your brand. When people see others endorsing your product, they’re more likely to trust and purchase it.
In this blog, we’ll unpack how you can leverage social proof to turn interest into sales and enhance your brand’s credibility.
Here’s what we’ll cover:
• What Is Social Proof and Why It Matters for Your Business
• 5 Ways Social Proof Boosts Conversions
• The Impact of Social Proof on Consumer-Buying Decisions
• 10 Types of Social Proof
• How To Get Customer Testimonials, Reviews, UGC and Other Social Proof: 12 Ideas
• 7 Creative Ways To Use Social Proof for Building Trust and Increasing Sales
• How To Measure Social Proof Impact on Conversions
What Is Social Proof and Why It Matters for Your Business
Social proof is the phenomenon where people rely on the actions and opinions of others to guide their own decisions, especially when they’re uncertain.
Think about the last time you chose a restaurant – chances are, you checked Google reviews or asked a friend for recommendations.
That’s social proof in action.
While we often associate social proof with client reviews and testimonials, it is woven into many aspects of our daily lives:
• Scrolling through a restaurant’s website and seeing a “Michelin Star” sign – that’s social proof.
• Shopping for project management software and noticing a major firm’s endorsement – that’s social proof at work.
• Hearing a friend rave about a new beauty product – that’s social proof, too.
But what does this mean in the grand scheme of marketing a business?
Social proof builds trust and confidence. When potential customers see that others have had a positive experience with your business, they are more likely to follow suit.
Here’s some data to support this:
• 69% of consumers feel confident about using a business with written reviews with descriptive positive experiences (BrightLocal).
• 91% of consumers say local branch customer reviews impact their perception of big brands (BrightLocal).
• A 3.2% conversion rate was observed across 1,200 eCommerce sites using user-generated content. Additionally, visitors encountering UGC were 3.8% more likely to convert (Statista).
Social proof influences buying decisions and, when strategically incorporated into your digital marketing strategy, can boost conversions by lowering the barrier for potential customers to take action, whether making a purchase or signing up for a service.
5 Ways Social Proof Boosts Conversions
About 75% of consumers browse the Internet when researching a business (Bright Local) and often encounter social proof that influences their decision to convert. Here’s why:
1. It Inspires Trust and Credibility
Online feedback, including client reviews, testimonials and ratings, boosts potential customers’ confidence in your brand. Social proof demonstrates that others have had positive experiences, reassuring new customers that they’ll likely have a good experience, too.
2. It Reduces Perceived Risk
Buying from an unfamiliar brand feels risky. Online customer reviews and testimonials provide reassurance by showing that others found value in using your products and services.
3. It Creates FOMO (Fear of Missing Out)
Seeing others benefit from your product or service creates a sense of urgency. This fear of missing out on those benefits motivates potential customers to act quickly.
4. It Increases Brand Engagement and Awareness
Social media posts featuring UGC experience a 28% higher engagement rate than typical brand posts. Additionally, consumers find UGC 9.8 times more impactful than influencer content, making it an effective tool for raising brand awareness.
5. It Improves Brand Reputation
Positive customer reviews, case studies and testimonials contribute to a favorable brand image.
Conversely, negative reviews can have the opposite effect, which is why professional online reputation management (ORM) services are always a smart investment.
ORM experts monitor online reviews and respond to online feedback to protect your brand’s reputation. They also help you get more reviews (good ones) on online review sites and local directories to boost conversions and brand trust.
The Impact of Social Proof on Consumer-Buying Decisions
Consumers lean on social proof at every stage of the buying process to help them make informed decisions. From discovering a product or service to becoming a loyal customer, social proof is crucial in guiding their choices.
Here’s how social proof impacts each stage of the buyer’s journey:
1. Awareness Stage
At this stage, people are just learning about your business. Social proof like UGC, online reviews and influencer endorsements increase visibility and establish credibility. People are more likely to pay attention when they see others engaging with your product or service.
2. Consideration Stage
In this stage, customers evaluate their options and compare your brand to competitors. Customer testimonials, case studies and trust badges ease their hesitation by showing that others have benefited from your product. This helps build confidence and encourages them to move closer to choosing your brand.
3. Intent Stage
As customers near a decision, they may need a final push. Positive online reviews, purchase data and success stories provide the validation they need to commit confidently.
4. Purchase/Loyalty Stage
After purchasing, social proof continues to affirm that customers made the right choice. Positive online feedback and success stories keep them engaged, increasing the likelihood of repeat business and referrals.
10 Types of Social Proof
Depending on your product or service, you can use different kinds of social proof to boost conversions.
Some examples include:
1. Customer Testimonials: Client reviews or quotes from happy customers that endorse your product or service.
2. Case Studies: In-depth accounts demonstrating how your product or service has helped specific clients achieve their goals.
3. Online Customer Reviews and Ratings: Feedback or ratings shared by customers on platforms like Yelp, Google Reviews or Amazon.
4. Influencer Endorsements: Mentions or recommendations from influencers or industry experts promoting your product or service.
5. User-Generated Content (UGC): Photos, videos or posts created by users that highlight their personal experiences with your brand.
6. Social Media Shares and Mentions: Occasions when customers share their positive encounters or mention your brand on social media.
7. Trust Badges and Certifications: Logos or certifications showing that your product meets industry standards or has been endorsed by reputable organizations.
8. Celebrity Endorsements: Public support or use of your product by celebrities or well-known figures.
9. Expert Testimonials: Positive online feedback or endorsements from respected industry experts.
10. Quantitative Proof: Data or metrics demonstrating your product’s popularity, usage or success, such as customer counts or sales figures.
Note that the types of social proof you display depend on the industry.
In the fashion industry, customer testimonials accompanied by photos or videos are highly effective because they allow potential buyers to see how the clothing looks in real life.
In the tech industry, online customer reviews, such as product comparison videos and review articles, work best for buyers who seek assurance regarding a product’s performance and reliability.
How To Get Customer Testimonials, Reviews, UGC and Other Social Proof: 12 Ideas
Do you want to start using social proof, but you still don’t have a steady stream of customer testimonials, reviews or user-generated content?
Here’s how to get customer testimonials and other forms of social proof for your business:
1. Interactive Tabs or Widgets
Collapsible features on your site’s edges let users easily access and leave reviews without leaving the page. This makes it convenient for customers to check out your store’s reviews and add their own.
2. In-Email Reviews
Let customers submit reviews directly through an email. Reducing friction makes it easier for them to provide feedback, leading to higher review submission rates.
3. Post-Purchase Emails
Automated emails sent after a purchase remind customers to leave a review once they’ve had time to try the product. This keeps your brand fresh in their minds and encourages ongoing engagement.
4. Free Samples
Sending free samples of your products, either directly or through brand partnerships, creates positive experiences that lead to high-quality reviews and greater brand loyalty.
5. Discounts
Offering discounts in exchange for reviews motivates customers to share their feedback. Personalizing these offers based on purchase history makes them more relevant, increasing the chances of future purchases.
6. Running Social Media Campaigns
Use branded hashtags or contests to inspire followers to share their experiences and get more reviews and UGC.
7. SMS Campaigns
While users dislike spammy messages, well-timed, relevant texts are effective for quick feedback. Keep the message clear and concise, state the purpose, mention your brand and include a direct link to get more reviews.
8. Dedicated Landing Page
Create a specialized page where customers can read and leave reviews on your site. This central location enhances transparency and encourages feedback.
9. Product Pages
Display reviews directly on product pages with filtering options like “most popular” or “highest rated.” This helps potential buyers see relevant feedback that can guide their decisions.
10. Product Packaging
Include review requests on your product packaging using QR codes. This passive approach encourages customers to leave reviews as part of their unboxing experience.
11. Loyalty Programs
Offer loyalty points for reviews, rewarding customers for feedback. Loyal customers are likelier to leave positive reviews, helping you build a stronger review profile.
12. Order History Page
Use order history pages to prompt previous customers to leave reviews. Since they’re already familiar with your brand, this is a great opportunity to collect feedback and encourage repeat purchases.
Once you’ve banked enough social proof, it’s time to put them to work. The next section shows how to effectively display different types of social proof to build trust and increase sales.
7 Creative Ways To Use Social Proof for Building Trust and Increasing Sales
Social proof is a cost-effective way to build your brand. Why? Because you can score it free of charge from past and existing customers.
But there’s an art to using it effectively, so it translates into sales and repeat business.
Here’s how to make the most of social proof for your business:
1. Display Testimonials on High-Traffic Pages
Placing testimonials on high-traffic pages like your homepage, pricing page or landing pages ensures they are seen by the largest audience possible.
These testimonials can be short quotes, video clips or customer stories and are even more effective if you can use images of real customers. Just note that 84% of people discount reviews older than three months (BrightLocal), so make sure they are as recent as possible.
Slack does this well by displaying a testimonial from a key figure at a popular news channel on their homepage:
2. Showcase Industry Awards or Partnerships
Displaying a banner with your credentials, certifications and awards provides strong third-party validation that your business excels in its field since recognized institutions or industry bodies often grant them.
For example, a Michelin Star is among the highest honors a restaurant can receive in the food industry. Diners worldwide seek out Michelin-starred establishments, confident they will experience an exceptional dining experience.
You can also showcase logos of the companies you’ve partnered with over the years to showcase the trust others have placed in your business – much like what Hootsuite did here:
Like testimonials, you can display awards on high-traffic pages like your home and about page or create a dedicated “Awards and Recognitions” page to compile your accolades.
3. Incorporate Customer Reviews Into Product Pages
Customer reviews provide direct feedback from users who have purchased and used your product. Featuring these reviews on product pages helps potential buyers make informed decisions. They also promote a transparent shopping experience by addressing common objections or questions.
Here’s how to do it:
• Use review plugins on your eCommerce site to automatically showcase the latest reviews.
• Feature top reviews prominently at the top of the product page.
• Encourage customers to leave reviews by offering incentives like discounts or loyalty points.
4. Leverage Expert Reviews and Endorsements
Expert social proof occurs when a respected thought leader or influencer endorses your product, whether through a blog post, social media mention or being seen using it.
These endorsements add credibility to your brand by associating it with trusted industry figures. When an expert vouches for your product, it reassures potential customers of its quality and effectiveness.
This type of social proof is especially powerful for products or services that require high trust, such as health-related items or financial services.
5. Feature UGC on Social Media and Ad Campaigns
Ads based on user-generated content see four times higher click-through rates and a 50% lower cost-per-click than standard ads (Forbes). UGC puts your brand on the map in a non-intrusive way. It’s shared by real people in real-time, giving it an authenticity that paid ads can’t replicate.
Cotopaxi, a sustainable outdoor brand, has mastered using UGC in its social media marketing strategy. In their “Gear for Good” campaign, they feature real customers using their products in everyday adventures:
6. Feature Case Studies in Marketing Materials
Case studies are one of the most effective content marketing tools for boosting conversions, even before a sale occurs.
These detailed, evidence-based accounts highlight real-world successes with your product or service, helping potential customers visualize their positive outcomes. This builds trust and confidence, making it easier for prospects to move closer to purchasing.
You can create a dedicated case studies page or feature them in blogs or service pages.
7. Leverage FOMO Notifications To Show Demand
FOMO notifications are small pop-ups that alert visitors when an offer is nearly sold out. This prompts quicker decision-making as customers try to avoid missing out on a deal. Leading brands like Monsoon, eBay and Expedia use these notifications to nudge hesitant shoppers into purchasing.
One type of FOMO notification is recent sales pop-ups, or sales pops, which display real-time updates on recent purchases or ongoing sales on your website. These notifications create a sense of urgency, encouraging visitors to act quickly since they are unsure when a product might sell out.
Just be careful to balance the frequency of these pop-ups. Too many notifications can overwhelm or annoy visitors, potentially driving them away instead of encouraging a purchase.
Keep the messaging relevant and spaced out to enhance the user experience while still prompting action.
How To Measure Social Proof Impact on Conversions
Conversion tracking tools are essential for measuring how social proof affects sales and customer actions. They allow you to monitor online reviews in real time, identify what’s working and make data-driven adjustments to improve results.
Here are key metrics related to social proof:
• Conversion Rate: Percentage of visitors who complete a desired action, such as making a purchase or filling out a form, after encountering social proof.
• Click-Through Rate (CTR): Frequency of users clicking on content like reviews, testimonials or UGC compared to how often it’s displayed.
• Bounce Rate: Percentage of visitors who leave the site without further interaction after viewing social proof. A lower rate indicates better retention.
• Time on Page: Amount of time visitors spend on pages featuring social proof. Longer times suggest higher engagement.
• Customer Acquisition Cost (CAC): Comparison of the cost of acquiring new customers with and without social proof, showing its impact on lowering acquisition costs.
• Return on Investment (ROI): Financial return from social proof efforts relative to the cost of implementing and promoting them.
• Engagement Rate: Number of likes, shares, comments and interactions with social proof content across platforms.
• Lead Generation Rate: Number of leads generated from pages featuring social proof compared to those without.
• Customer Retention Rate: Percentage of returning customers after engaging with social proof; indicates the effectiveness of building brand loyalty.
• Referral Traffic: Number of visitors arriving at your site through links associated with social proof, such as shared reviews or UGC.
Some effective conversion tracking tools include Google Analytics (GA), Google Ads, Sprout Social, Sendible and Keyhole. These tools collect and monitor online reviews and analyze data from various sources, helping you gain insights into your audience’s behavior and interactions with your content.
Grow Your Review Base and Drive Business With Thrive Local
Today’s consumers are more informed than ever. They seek real experiences from real people to validate their purchase decisions. Social proof – whether through online reviews, testimonials or user-generated content – is powerful evidence that others have trusted your brand and found value in your products or services.
Showcasing these authentic experiences is key to building trust and boosting conversions. Thrive Local offers comprehensive online reputation management to help you create and leverage social proof to drive business growth.
Our ORM services include review management software to automate the collection of reviews, reputation repair to address and resolve negative feedback and social media reputation management to enhance your brand’s presence across social platforms.
We’ve also worked with multi-location businesses, offering franchise reputation management to ensure consistent brand representation and positive feedback across all locations.
Want to know where your business stands? Get a free brand reputation analysis today!
