What is Social Proof?

Social proof is a psychological phenomenon where people look to the actions of others to guide their own behavior. We are creatures that crave inclusion. In a digital setting, social proof taps into this need by showcasing what people are doing (liking, buying, etc.) so that other customers will emulate this behavior. There are a couple of common colloquialisms that describe the phenomenon of social proof including “herd mentality” or “the bandwagon effect”. 

In marketing, social proofing is used to illustrate that other people have purchased and found value in a product or service. Social proof is particularly effective when we’re unsure about what to do in a given situation – Do I get the Samsung or the Google Smart TV? Are bootcut jeans still hot? Social proof elements in ecommerce leverage a shopper’s natural tendency to follow the crowd.

Social Proof Examples

Social proof allows retailers to tangibly demonstrate how customers interact with and value products in an ecommerce setting. It’s a way to lend confidence to website and app visitors that says, “this product is worthwhile” or “other people are buying this item”. Some types of social proof – like product reviews and ratings – can help build trust in your brand and your website. Here are some examples of how that might look from a shopper’s perspective.

1. Customer Reviews and Star Ratings

A shopper navigates to a product detail page on the Clarks Shoes website where they encounter reviews and star ratings the sandal they’ve been eyeing. Star reviews, combined with ratings for commonly researched shoe attributes (size, fit, comfort, etc.) and written customer reviews work together to give the shopper a sense of whether a given shoe will work for them. Ample research supports the power that reviews and star ratings have for driving conversions. Nearly all consumers who shop online read product reviews. Star ratings, as long as they’re above 3.3, support product reviews and instill confidence.

2. Real-Time Activity Notifications

A shopper browsing an online course platform notices a pop-up notification: “Sarah from New York just enrolled in this course.” This timely update creates a sense of urgency and popularity, making the shopper feel they might miss out if they don’t act soon. Such real-time notifications tap into the psychological principle of social proof by illustrating that other people are actively engaging with the product right now.

3. User-Generated Content

While considering a new lipstick shade on a beauty brand’s website, a customer scrolls through a gallery of selfies posted by other shoppers wearing the product. These authentic images help the customer visualize how the lipstick might look on different skin tones and in various lighting conditions. User-generated content like this can effectively drive sales, highly impacting the purchasing decisions of 79% of consumers, according to one study.

4. Social Media Follower Counts

A potential customer visiting a software company’s website notices a prominent display of their large LinkedIn follower count or an impressive amount of shares on Facebook for a popular blog post. These are a social proof signals that suggest the company has a strong industry presence and many satisfied customers. For the shopper, this serves as a quick indicator of the company’s credibility.

5. Popularity and Scarcity Alerts on Product Pages

A shopper is excited about buying the newest iPhone from a top electronics retailer. He’s landed on the product detail page where he’s presented with social proofing messages that show the newly released phone has been added to carts 27 times in the last hour and there are only 3 left in stock. He can also see that the item has been viewed 1,892 times today. The limited stock alert combined with the trending item adds a dash of FOMO (fear of missing out) – motivating the shopper to buy the phone.

Types of Social Proof

We touched on what social proof looks like from a shopper’s perspective in the examples above but here’s a brief breakdown of types of social proof specifically designed to enhance digital retail experiences: 

• User-generated Content (UGC): Information like reviews, ratings, and testimonials provide authentic feedback from customers for customers. Adding UGC is a great way to give shoppers a sense of how an item works in the real world (fit, comfort, top features, etc.) 
• Trending Signals: Displaying metrics like recent purchases, real-time cart counts, and product views give shoppers a sense of the current demand for an item..
• Scarcity Messaging: Displaying how many items remain and highlighting that an item is “going fast” creates urgency.
• Popularity Indicators: Showing bestsellers or trending items as shoppers browse can spark demand for the item and help showcase products they may be interested in from your catalog.

Social proof taps into shoppers’ natural inclination to trust peer opinions and follow popular trends. The sources of social proof  work together to boost conversion rates and give customers confidence as they move through their buying journey.

Why is Social Proof Important for Marketing?

Social proof leans into the “psychology of persuasion.” The phrase was coined in a book by the same name, i.e., The Psychology of Persuasion, by psychologist Robert Cialdini and published in 1984. The idea of social proof is based on the principle of ‘normative social influence.’ In other words, it reflects the human tendency to follow the actions of others, particularly when we’re uncertain. 

In digital marketing and ecommerce, social proof is particularly impactful since shoppers can’t physically interact with products. Elements like reviews and cart counts demonstrate that other people are buying from a retailer. It’s a “show” versus “tell” tactic, ultimately giving shoppers the confidence to buy a given item or from a particular store.  

Research underscores how important social proof is to driving sales. Nearly all (99.9%) of online shoppers read reviews at least sometimes. Shoppers that engage with ratings and reviews on a product page are also more likely to buy. There’s a 120.3% lift in conversion rates for these folks.

Social proof adds urgency to the buying journey and acts as a purchase motivator. For instance, a scarcity-based message on a product detail page lets the shopper know that the hot item they want may soon sell out, while reinforcing that other people want this item. The reviews on this product’s page, assuming they’re positive, provide evidence that the item is a safe bet. This is how social proof reduces perceived risk and increases the likelihood of a sale.

How do I Measure Social Proof?

When measuring social proof, you’ll look at metrics that reveal how customers interact with various elements on the page (e.g., “liking” a review or adding an item to the cart after viewing a social proof element.) You should be considering how these interactions impact business goals like sales and repeat visits. 

Monetate offers tools to help you measure and analyze the effectiveness of your social proof strategies. For example, Journey Analytics let you examine how visitors interact with social proof throughout their journey, from first click to last. Here are the most meaningful metrics to evaluate. 

Social Proof Metrics 

• Engagement: How often customers like, comment, or otherwise interact with a social proof element
• Conversion Rate (CVR): The percentage of visitors who take a desired action after exposure to social proof
• Click-Through Rate (CTR): How often customers click on social proof elements
• Revenue Per Session (RPS): The impact of social proof on overall revenue

Monetate’s Audience Analytics provide deeper insights into how different customer segments respond to social proof – intel that can inform your social proof approach.