Why is Social Proof so effective?
According to psychologist Robert Cialdini, Social Proof is a powerful weapon of influence based on the principle that “we determine what is correct by finding out what other people think is correct.” (Influence, 2009). As the 1927 song goes, “Fifty Million Frenchmen Can’t Be Wrong” …
Social Proof rules everything from purchasing a can opener to hiring an assistant.
And if you own a business, it empowers your customers to duplicate themselves again and again with their words and actions …
- Fifty-nine percent of shoppers trust online reviews as much as they trust reviews from their friends (ReportLinker)
- A survey from Pew Research found that about half of consumers aged 18-49 read online reviews before making a new purchase
- And about two-thirds (65%) of those who almost always read online reviews trust reviewers to give them an accurate picture of a product’s quality (Pew Research).
Whether you run a billion dollar business or offer services as a local freelancer, social proof boosts trust … and profits.
Follow These 7 Steps to Boost Your Sales with Social Proof:
1 – Create Persuasive Headlines and Subheadlines from Testimonials and Reviews
Test headlines with quotes against those without. Use a quote from a review or testimonial … or do what the classic copywriters did and simply add the quotes.
One of the most famous testimonial headlines of all time comes from a legendary 1926 John Caples ad. He used a direct quote from the main character in his story:
They Laughed When I Sat Down At The Piano – But When I Started To Play! ~
And when MeetEdgar founder Laura Roeder tested a new LKR Social Media landing page with a quote from a testimonial as a headline against a non-quote headline, they saw a 24.31% conversion rate increase.
Need more testimonials? Survey Sparrow makes it quick and easy for your customers and clients to write and submit them.
2 – Turn a Compelling Testimonial into a Lead for Your Sales Page
Telling a story is one of the most effective ways to draw your readers into your page, especially if they can picture themselves in place of the main character. Which of your customers have remarkable stories you can dramatize and share?
The rest of Caples ad, for example, dramatizes the story of a man who has only recently learned to play piano. After being ridiculed when he sits down at the keyboard, he plays Beethoven’s Moonlight sonata flawlessly. The story ends with social and emotional triumph – all thanks to a home study program from the U.S. School of Music.
3 – Connect with an Influencer
Are there influencers in your niche who might benefit from your product? Share it. You may be able to benefit each other’s businesses with testimonials, affiliate relationships, and traffic with your best new fans.
Dr. Mark Hyman recommends Butcher’s Box Grass-fed Organic Beef both on the Butcher’s Box site and in the recipes he shares on his site.
4 – Share Video Testimonials and Case Studies on Your Website
Reach beyond the page and create warm, personal connections with videos and success stories.
Slack shares a wall of Customer Stories on its website showing how their software has been used by NASA’s Jet propulsion laboratory and businesses providing everything from car services to internet marketing. And Thrive Themes regularly features case studies on the blog. Each shows readers how they can get specific results … like increasing subscribers 10x or improving conversion rates on a sales page.
5 – Start Counting
How many of your satisfied customers have bought a car, sold a home, or installed your app?
Be specific:
“31% Response From Cold Traffic” … “Over 400 million Sold” … “More Than 10,000 Subscribers”
6 – Display Your Certifications and Awards
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- Did your café win a Golden Fork Award?
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- Has Gartner named you a visionary in the Magic Quadrant?
- Are your scuba instructors internationally accredited?
When a respected outside source validates your business, your readers have another compelling reason to pick YOU over the competition.
7 – Get visible
Are your visitors seeing your reviews – or do they have to click or scroll to find them?
Morevago’s “sticky reviews” can boost sales up to 200%. The app allows you to display reviews on your website and sales pages in a way your readers will notice.
