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 realising, 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 – Influence
While some organisations use real customer reviews and testimonials as social proof, other (less ethical) marketers use it to create the illusion of a much larger customer base, to trick consumers into the legitimacy of their business.
85% of consumers trust online reviews as much as personal recommendations…