Examples and tools for building in social proof for retail and travel websites
We all, in varying degrees, look to others for advice and reassurance to reduce risk and uncertainty. In everyday life, as well as when online shopping. Often, without even realizing, we’re gently nudged along on the customer journey with social proof. This can start with something as simple as liking an Instagram post, clicking on the link in bio, followed by a trip to the website, shopping cart and straight through check-out, faster than we can say #microinfluencer.
‘The social proof heuristic is a psychological and social phenomenon whereby we, as consumers, look for behavioural guidance when we’re unsure, or in an unclear, unfamiliar, or ambiguous situation.
The greater the number of people who find any idea correct, the more a given individual will perceive the idea to be correct.’ Robert Cialdini PhD…
Research shows purchase uplift from social sharing and reviews
What is the value of social sharing online? How does it impact sales? Can I charge more if my product has a highly perceived value? Sharethis and Paley Centre for Media conducted a research stud research sharing behaviour amongst 6,000 consumers, that helps answer these questions. It's a piece of companion research to the infographic we shared recently, asking what prompts online sales? It gives more evidence of the impact of social proof where social sharing and reviews of products or of a brand as a whole give reassurance to purchasers about buying a product or service. This new research shows that the impact of social proof on retail buys is significant, it concludes that:
'Content sharing can influence consumers more than price and brand, and motivate people to spend 9.5% more', according to the research.'