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What are the most important factors that drive your customers to buy?

The Social Proof first introduced by Robert Cialdini in " Influence ]", is one of the most decisive factors in buying decisions

As an e-commerce site socially enhanced trust signals can help you:

Increase conversion rates.Improve the reliability of your brand. Consumer Confidence in Dealing with You

Here are seven tactics for integrating social proof into your e-commerce site.

1. Transactional Pop-ups

A fundamental principle of Social proof is that, in an uncertain situation, we rely on the individuals around us to make sure of our decision.

Transactional pop-ups enable electronic commerce that sites must provide quick bursts of social evidence by posting real-time reviews, recent transactions, and website activity.

This form of social proof is effective to the extent that you are able to provide highly influential third-party reviews. in most buying decisions.

You can even organize these reviews to show only the most useful content for your readers, as opposed to prospects who are looking for reviews themselves and who may be encouraged not to buy.

I will not lie – this social proof may have influenced my decision to buy a Nectar mattress:

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svg%3E - 7 types of social evidence to increase your online sales by @drumming19199090.15. User Generated Content

UGC is one of the leading drivers of social proof for e-commerce sites. On-site and off-site reviews, testimonials and images of your customers using your products are a marketing asset for business growth.

One of the problems with UGC is that it can be difficult to find, get permission to use, and integrate into your e-commerce platform or CMS.

Fortunately, there are a number of plugins and solutions (eg, Pixlee, Curalate) that can provide this functionality to your site.

Here are some examples:

Article.com

I am currently looking for a new chair. This section provides both the context of the product in a person and a critique of the satisfaction of the brand.

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svg%3E - 7 types of social evidence to increase your online sales by @drumming 191990931Aloyoga.com [19459002139/1945901131HereisMinimumExamplesforYogaClothingThemedicalassociatedtotalagainstthese-cipeuventswillreemoreauthenticalmodelpresentedintheimageof"official"product

Based on my experience in the broadcast of social media ads, candid and inferior photography often surpasses the quality of glossy and overproduced photography.

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3. Recommendations

Obviously, your website needs a control system to share social trust signals.

One of the problems with most control systems is that if you do not have a lot of feedback, the buyer may assume that you do not have a lot of comments. do not have many customers, that your customers do not buy specific product lines and / or that your products are not good.

Recommendations are an excellent fit or substitute for assessments because they offer potential Check if current customers recommend your products.

These recommendations can be aggregated to give you a percentage of recommended buyers, similar to a NPS (net promoter score) at the product level.

Here is an example of Urban Outfitters:

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4. Making the most of the content of your review

Five-star filing systems are the benchmark in product analysis, but most e-commerce sites do not extract enough value from this user-generated content.

Visitors can get more context for your products.

Search

Do not ask your users to browse each review to find the answers they're looking for.

Give your customers the ability to quickly search for reviews to find the features, specifications, and concerns that matter most to them.

Here is an example from Guitar Center:

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Comments online

Your visitors will probably read reviews of people who hate or like your business channel. Facilitate their filtering according to the number of stars.

Clearly, we all want more sales; However, we want buyers to disqualify themselves before buying, if the product does not suit them.

Do not let negative reviews accumulate because you have not been able to disqualify your customers before. they bought.

Here is a social proof taken from a niche online business site:

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<img class = "aligncenter wp-image-304835 size-full b-lazy pcimg "title =" Buy Swings "src =" data: image / svg + xml,% 3Csvg% 20xmlns =% 22http: //www.w3.org/2000/svg%22%20viewBox=%220%200 % 202472% 20602% 22% 3E% 3C / svg% 3E "alt =" Buy swings "width =" 2472 "height =" 602 "data-data-src =" https://cdn.searchenginejournal.com/wp -content / uploads / 2019/04 / review-analytics-buyswings.png [19459027FairfurniturefromAmazon:

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5. FAQ

Ask your specific questions customer service ticketing system to identify and answer frequently asked questions on your products.

Social proof is not just about showing enthusiastic reviews of your products – it's also about proving that your brand or its advocates meet the needs of your customers for all the issues that arise.

Here is an example of Home Depot:

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Home Employees, vendors, and advocates are actively working on all product pages to provide helpful information on frequently asked questions from customers.

6. Third Party Validation

This is one of the oldest social proofing tactics for marketers, but it is still effective. What signals can you send to your buyer to make sure your products are reliable?

A marketing program of influence can help you better understand. Identify ways to incorporate blogs, case studies, or industry celebrity testimonials into your product pages and product categories.

Here is an example of a blog post featuring a rising star golfer using a specific golf club. The website is sold:

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Similarly, are there ways to link your electronic trademark to other known brands in which your buyer trusts?

Add the logos of partnerships, sponsorships, awards and press releases that your brand has earned since its creation.

Here are some examples from Quip and Tortuga:

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svg%3E - 7 types of social evidence to increase your online sales by @drumminggif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw== - 7 types of social evidence to increase your online sales by @drumming <img class = "aligncenter wp-image-304825 size-full b-lazy pcimg "title =" Tortuga "src =" data: image / xml + svg % 22% 3E% 3C / svg% 3E "alt =" Tortuga "width =" 2870 "height =" 720 "data-data-src =" https://cdn.searchenginejournal.com/wp-content/uploads/ 2019 /04/awards.png[19459027HER/19459015]7 Trend Features or Best Sellers

Nobody likes to look like a fool when receiving your product Use social proof to eliminate this problem by incorporating pages, sections, or trend elements into your site.

Most e-commerce eems allow you to sort a list of best-selling products. Create a page with your best selling products.

You can go further by incorporating social proof into the product pages.

If you sell five variants of the same product, tell your customers which ones are the most popular. This can be useful in all verticals.

In the fashion industry, consumers may not want the most popular SKUs to not meet someone wearing the same item.

On the other hand. If I'm looking for power tools, I might prefer the most popular UGS, because others have clearly tested the article and I'm sure it will help me get the job done.

Many options are available for integration. social evidence at the macro level up to the individual SKU level.

Conclusion

Whether you sell to a B2B or B2C audience, social proof is one of the most effective ways to improve conversion rates, increase sales and develop an active network of brand advocates.

More resources:

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