Social proof can double your website conversion.
THREAD: How to get social proof that grows your startup.
THREAD: How to get social proof that grows your startup.
The psychology:
When people are uncertain, they look to others for behavioral guidance.
Smart marketers figure out the uncertainties of their customers and then add social proof at the right time and place.
When people are uncertain, they look to others for behavioral guidance.
Smart marketers figure out the uncertainties of their customers and then add social proof at the right time and place.
When quality social proof reduces uncertainty, you're likely to see strong conversion lifts—we've seen up to 400% improvement.
Have you ever noticed that restaurants limit space in reception areas?
That's to create lines outside—signaling to people passing by that the restaurant is in high demand. That's social proof.
That's to create lines outside—signaling to people passing by that the restaurant is in high demand. That's social proof.
Ways internet businesses use social proof:
• B2B companies use customer logos on landing pages
• SaaS startups get influential bloggers to speak highly of their apps.
• Ecom startups build up their organic following on Instagram as a stamp of approval to new customers.
• B2B companies use customer logos on landing pages
• SaaS startups get influential bloggers to speak highly of their apps.
• Ecom startups build up their organic following on Instagram as a stamp of approval to new customers.
Social proof is no longer a nice to have—it's a necessity.
Where do you start?
1. Product reviews
2. Testimonials
3. Landing page PR (earned media)
4. Influencers
5. Social media engagement and following
Insights for each of these approaches 👇
Where do you start?
1. Product reviews
2. Testimonials
3. Landing page PR (earned media)
4. Influencers
5. Social media engagement and following
Insights for each of these approaches 👇
Product reviews:
93% of online consumers look at a product review prior to making a purchase (source = Qualtrics).
If you lack reviews, customers will feel uncertain and you're unlikely to sell.
93% of online consumers look at a product review prior to making a purchase (source = Qualtrics).
If you lack reviews, customers will feel uncertain and you're unlikely to sell.
The fastest way to collect product reviews: Survey customers
1. Send a post-purchase link asking them to review your product.
2. Incentivize—offer a promotion to those who take the time to review. You'll benefit from the review AND they might use the promo to buy from you again.
1. Send a post-purchase link asking them to review your product.
2. Incentivize—offer a promotion to those who take the time to review. You'll benefit from the review AND they might use the promo to buy from you again.
And get this—negative reviews can actually *improve* checkout conversion.
When a partially negative review concludes that the product was worth purchasing anyway, it signals authenticity.
Showcase it towards the top of your product page for better conversion.
When a partially negative review concludes that the product was worth purchasing anyway, it signals authenticity.
Showcase it towards the top of your product page for better conversion.
Testimonials:
If your brand has existing customers, some of them might have engaged audiences. Seek them out—if they like your brand, they could consider writing a testimonial for you.
And if they're recognizable within your niche, their credibility —> conversion
If your brand has existing customers, some of them might have engaged audiences. Seek them out—if they like your brand, they could consider writing a testimonial for you.
And if they're recognizable within your niche, their credibility —> conversion
Recognizable experts might not have time to write a testimonial for you.
Make it easy for them. Do your research and write one in *their voice*
Then send it over to them. Let them make light edits. They're more likely to agree to a testimonial if you do the heavy lifting.
Make it easy for them. Do your research and write one in *their voice*
Then send it over to them. Let them make light edits. They're more likely to agree to a testimonial if you do the heavy lifting.
Tip: Add a headshot.
Testimonials with photos are more memorable than testimonials with no photos.
They're relatable and less scripted, so consumers tend to trust them more than text alone.
Testimonials with photos are more memorable than testimonials with no photos.
They're relatable and less scripted, so consumers tend to trust them more than text alone.
Landing pages (LPs):
There's a reason so many startups use a wall of logos on LPs—when recognizable, they're a powerful conversion tool.
B2C: Include logos of relevant outlets when they write about your product.
B2B: Include logos of your most well-known & respected customers.
There's a reason so many startups use a wall of logos on LPs—when recognizable, they're a powerful conversion tool.
B2C: Include logos of relevant outlets when they write about your product.
B2B: Include logos of your most well-known & respected customers.
Influencers:
Customers turn to influencers for product recommendations—they're more likely to trust and buy products that influencers recommend.
Try this:
• Allocate a small % of inventory to "gift" to influencers.
• Ask them to share/review it on social if they like it.
Customers turn to influencers for product recommendations—they're more likely to trust and buy products that influencers recommend.
Try this:
• Allocate a small % of inventory to "gift" to influencers.
• Ask them to share/review it on social if they like it.
Social engagement:
Consumers trust brands with large, highly engaged social followings:
Prospective customers think, "If 100k people follow this brand, they must be worth following"
To grow your following, focus on one main channel & consistently produce valuable content.
Consumers trust brands with large, highly engaged social followings:
Prospective customers think, "If 100k people follow this brand, they must be worth following"
To grow your following, focus on one main channel & consistently produce valuable content.
Final thoughts. Make sure your social proof is:
• Credible: Sketchy social proof *lowers* conversion. (That's why 4.5-star reviews outperform 5-star reviews.)
• Relevant: It must support your product/brand.
• Attractive: Does your social proof signal a positive change?
• Credible: Sketchy social proof *lowers* conversion. (That's why 4.5-star reviews outperform 5-star reviews.)
• Relevant: It must support your product/brand.
• Attractive: Does your social proof signal a positive change?
Use social proof near friction/objection points:
• Near pricing pages
• Next to claims that seem to be too good to be true
• Near critical CTAs
Generic praise for your product won’t convert as well as objection handling.
• Near pricing pages
• Next to claims that seem to be too good to be true
• Near critical CTAs
Generic praise for your product won’t convert as well as objection handling.
Speaking of social proof, look at what we did here.
Many founders and growth marketers know @hnshah. So we asked him for a genuine review of our newsletter. The result? More signups.
Many founders and growth marketers know @hnshah. So we asked him for a genuine review of our newsletter. The result? More signups.
P.S. Our growth newsletter goes deep on tactics like this. Get the next one here:
demandcurve.com/newsletter#3ec…
demandcurve.com/newsletter#3ec…
And leave extra time for your commute today.
Until next thread.
—Nick
—Nick
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