Ever go to a networking event after hours where you just aren’t sure how to act? Should you maintain a professional demeanor appropriate for the office, or should you adopt your relaxed, social butterfly persona?
Most of us will take our cues from other attendees in this situation, a psychological phenomenon know as “social proof.”
So what is social proof?
We look for social proof when we are unsure how to act in a given situation. Put simply, we assume others are more informed, so we copy their behavior.
If you are dining in a foreign country, you may not know what are considered acceptable table manners. Most likely, you will follow the lead of those around you for a while.
What does this have to do with website conversions?
Social proof indicators can be used to nudge website visitors in the right direction. Show potential customers that other people approve of you, your products or your services.
If you read a blog post and see that over 100 people have “Liked” the post on Facebook, you are more likely to “Like” it yourself. You’ve seen social proof that your own interest in the article is shared by others. Have you ever been hesitant to “Like” an article that has yet to receive any “Likes.” Lack of social proof can make you mistrust your own judgment.
Some common social proof indicators are:
- Testimonials from satisfied customers/clients
- Celebrity endorsements
- Expert reviews
- Awards from reputable organizations
- Customer reviews or ratings
- Social sharing widgets, such as the Facebook “Like” button
- Displaying the number of subscribers (if number is large)
- Highlight products or services as popular or best sellers
- High-profile client list
- Professional certifications
Are you using social proof indicators on your website?
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