Social proof is a powerful tool for e-commerce companies to use in order to increase their conversions. It is defined as evidence from others (in the form of testimonials, reviews, and recommendations) that one particular product or service is effective or desirable. It plays a significant role in influencing potential customers who are in the process of making a purchasing decision.
Studies have shown that customers are significantly more likely to purchase items that include testimonials, reviews or other recommendations. This is because social proof is seen as a reliable source of information, showing that people already approve of the product and thus giving weight to the notion that it is worth a purchase.
One form of social proof, customer reviews, is widely used by e-commerce stores to increase sales. In a survey of marketing professionals, 66% agreed that customer reviews and reviews aggregators, such as Google Reviews and TrustPilot, are the most important type of social proof for e-commerce sales.
Having customer reviews is an effective way of providing social proof to potential customers. Reviews provide customers with unbiased opinions, that can eliminate any doubts about the product and encourage them to make a purchase. By showcasing customer reviews, merchants on e-Commerce platforms like Amazon and eBay can improve their conversion rate as well as their average order value.
Another form of social proof, influencer marketing, has also gained immense popularity over the past few years. It involves partnering with an influencer who has a large and engaged following on their social media channels. This allows for e-commerce stores to target potential customers and reach a larger audience than traditional advertising would allow. By having an endorsement from a respected influencer, it can drastically improve the trust and reputation of store, resulting in higher purchase rates.
Overall, social proof plays an important role in e-commerce conversions and is essential for merchants to consider if they are looking to increase their sales. By taking advantage of customer reviews, influencer endorsements and other forms of social proof, e-commerce stores can reach a wider audience, gain more trust and in turn increase their conversions.
