Impact of Social Proof on Ecommerce: How Reviews and Testimonials Drive Sales

At the beginning of time, cavemen had to survive, so they gauged risk by observing other people’s willingness to navigate certain situations. By looking around for clues as to what they should do too. 

As humans, we never want to be the first- it comes with risk. The risk of the unfamiliar, of being wrong, and worst of all being ridiculed. Although we’ve evolved from cavemen, the concept of social proof still holds today. 

Leveraging social proof in your marketing is not some new marketing psychology concept. It’s how we’ve been wired since the beginning of time- marketers today just know how to leverage it. 

In this article, we won’t just tip-toe around the subject of social proof and give you the same information everyone else is. We’ll introduce you to our 3 Pillars of Social Proof, strategies you can implement today; showing you how the best marketers do it and how you can too.

Understanding Social Proof in Ecommerce 

Back in the day social proof might have looked a little different, but today we live in a digital world where social proof manifests through customer reviews, ratings, and testimonials. 

These tools are a marketers’ best friend. When potential customers see positive social proof, such as glowing reviews or high ratings, they are likelier to perceive the product or service as reliable, and safe. Just like the caveman (I suppose we haven’t evolved that much).

This perception can significantly influence their purchasing decisions, leading to increased conversions. Moreover, consistently showcasing positive social proof can enhance customer loyalty, as it reassures customers that they are making a wise choice, backed by the experiences of others.

So how do you do it right?

Let’s go into what I call the 3 pillars of social proof: 

1. Relevance 
2. Rave 
3. Reach

Pillar #1 Relevance: Getting the Right People 

Here’s the thing with social proof… it only works if the person raving about your product has credibility in your target audience’s eyes. Ideally, people want to see themselves in the person promoting the product. They want to see someone who resembles them, whether demographically or psychologically (with their pains and desires). 

Even more, people want to see the person they wish to be like telling them they can be like them too… if they only X, Y, Z….

You see, we humans love to make correlations sometimes where correlations don’t exist. So if you place your product in the hands of your ICP’s aspirational identity… subconsciously the brain is going to associate your product with that lifestyle (more or less through our own cognitive biases).

Why is this the first pillar? 

Because if you get this wrong, it doesn’t matter how much someone raves about your product or how far you reach … it’s not going to hit home. 

Put it this way- imagine you’re selling a luxury skincare line, and your target audience is affluent young women. Would it be more impactful to have an endorsement from a successful businesswoman or a teenage influencer? The answer is obvious.

How to Do This Right

• If looking for UGC influencers, consider their authority within the space and if they have similar pain points as your target audience. Moreover, it’s essential to ensure they align with your brand values and messaging. 
• When collecting customer reviews or testimonials, ask for specific details regarding the problem it solved. For instance, if you are targeting busy working professionals, highlight reviews from customers who mention how the product has saved them time in their skincare routine- in other words, highlight the exact same pain. Get people to see themselves in your testimonials!

Quick Implementations

If you read nothing…just do this

• Get clear on your target audience and ICP, most importantly who they want to be
• Identify key pain points and desires of your target audience- aka understand the type of testimonials they want to see
• Seek out influencers or customers who align with these characteristics to showcase relevant social proof

Pillar #2 Rave: Speaking from the Heart

You might be wondering what “speaking from the heart” has anything to do with an article on marketing. Hear me out…

For your social proof to work- it has to be genuine. What do I mean by that? Consumers are getting smarter and smarter every day, trusting influencers less and less. 

In fact, 87% of consumers believe it’s likely that influencers don’t even use the products they advertise, and 4 out of 5 consumers who have purchased something based on an influencer recommendation have had a negative experience with the product.

So where does that leave us?

In a world where people are becoming more skeptical of influencer endorsements, it’s crucial to focus on collecting genuine and organic content from customers who truly love your product or service (aka user-generated content). This will not only make your social proof more effective but also build credibility for your brand in the long run.

How to Do This Right

• Look for organic social mentions and reviews from customers without incentivizing them. At first, this may be a challenge as there may not be a ton of volume, but using tools such as Google Alerts or social media listening software can help to identify these mentions.
• Create an authentic community of brand ambassadors who genuinely love your product and will spread the word about it without any incentives or rewards. This can be achieved through building personal relationships with customers and treating them as valued members of your brand community. Sort of like how Lululemon has yogis raving about their pants until it becomes a social norm… or like how Apple only has to whisper about their new product and the world goes crazy.

Quick Implementations

If you read nothing…just do this

• Build personal relationships with customers to create genuine brand ambassadors
• Utilize tools like Google Alerts and social media listening software to identify organic reviews and mentions
• Create a community of genuinely loyal customers who will spread the word through UGC (user-generated content) about your product without incentives or rewards.

Pillar #3 Reach: Quality…and Quantity 

Last but not least we have reach.

Here’s the bottom line- if one person is raving about your product it doesn’t matter. It’s not just about the quality… but also the quantity.  The more people talk about your brand, the more social proof you have to leverage.

Once you have the two first pillars down, the quantity piece is really about automating and scaling that process. If you were to go and manually reach out to each and every customer for a review or testimonial, it would be extremely time-consuming and not feasible. 

This is where email marketing and VOC or referral programs can be extremely helpful in collecting data (even the bad) and amplifying your social proof.

How to Do This Right 

• Create campaigns that scale themselves. Take for instance Starbucks’s #RedCup campaign, which encourages customers to share photos of their seasonal drinks on social media. This campaign not only generates a high quantity of user-generated content but also creates buzz and excitement around the brand… all with one hashtag and very little work from Starbucks.
• Use email marketing campaigns to collect reviews and testimonials from past customers. By automating this process, you can easily reach a large number of customers without much effort, increasing the quantity of social proof for your brand.

Quick Implementations

If you read nothing…just do this

• A hashtag campaign like Starbucks that scales itself
• Email marketing campaigns for passively collecting reviews and testimonials
• Referral programs that incentivize reach and social proof

FAQs  What is social proof?

Social proof is a psychological phenomenon where individuals look to others’ actions and experiences to guide their own decisions.

Is social proof effective for all types of businesses?

Yes, social proof can be beneficial for any type of business as long as it is used appropriately and tailored to the target audience.

How can I build social proof for my brand?

You can build social proof through customer reviews, testimonials, case studies, influencer marketing, and user-generated content on social media platforms, and leverage it in your marketing campaigns such as your email campaigns.

Can social proof be measured?

Yes, the impact of social proof can be measured through relevant metrics such as conversion rates and customer engagement, and by A/B testing different strategies for optimization. Overall sales before and after implementing social proof techniques can also provide valuable insights.

What is the best way to encourage customers to leave reviews?

Simplify the review process, offer incentives such as discounts or loyalty points, send follow-up emails or reminders within packaging, personalize requests, and express genuine interest in their experiences.

To Wrap It Up…

There you have it- the 3 Pillars to Social Proof and all the key insights to leveraging it like an absolute pro. By the end of this article, it’s likely clear that social proof is not just a nice-to-have but a necessity for today’s ecommerce entrepreneurs.

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