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How to Leverage Social Proof to Drive Online Sales and Engagement

Social Proof is a psychological phenomenon where people reference the behavior of others to guide their own behavior. This tendency is driven by our natural desire to behave “correctly” under most circumstances—whether making a purchase, deciding where to dine, determining where we should go, what we say, who we say it to, and so on." - Nielsen Norman Group.

Put simply, when people see other people taking an action and benefiting from it, they too will tend to take the same action. Similarly, people tend to trust information from unbiased shoppers. By showing visitors that other people just like them have recently enjoyed the same product, you’re giving them Social Proof that the product or service you’re providing is worthwhile. 

We've included a few examples of Social Proof below. However, to learn more about the full list of Social Proof options available through Fresh Relevance, please feel free contact us or download or eBook: How to leverage Social Proof to drive online sales and engagement.

Social Proof Widgets

The main form of Social Proof are social widgets - these are widgets set up on product level pages of eCommerce websites that show how often a product has been purchased or browsed in a certain time frame. They can be a very powerful way of encouraging action, with the underlying message being “other people like this product".

social proof to increase website and email personalization

 Product Level Influence on Web Pages

Combining a Social Proof widget with stock levels is a very powerful technique to drive conversion, especially where stock is finite. The underlying message behind "there aren't many left and lots of others are interested".

Social Proof widget combined with stock levels

Site Navigation

Social Proof product feeds don’t just have to sit in product pages, they can be used to great effect when included in site navigation. This can help with navigation from the home page that encourages rapid engagement with products. Here is an example of crowd sourced recommendations built into site navigation.

Example of Social Proof in Site Navigation

Social Influence Recommendations in Triggered Emails

It’s not just bulk marketing emails that benefit from social proof elements. Triggered emails can also be improved with this type of compelling content. Here is a example of a Cart Abandonment Email that shows Product Recommendations that complement the abandoned products, including social proof data to increase engagement.

Social influence recommendations in triggered emails
 

Want to see more examples?

Social Proof eBook

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