In the highly competitive world of eCommerce, building trust is the cornerstone of conversion optimisation. For an eCommerce success, leveraging social proof is one of the powerful strategy to build trust and turn casual browsers into loyal customers. Using social proof effectively helps bridge the gap between customer’s by showcasing the real life positive experiences of other customers. From customer testimonials to influencer collaborations, let’s explore how social proof can supercharge your online store's performance.

The Power of Social Proof in eCommerce

Humans are social creatures. We instinctively trust the opinions and experiences of others, especially when deciding where to shop. Research shows that 92% of shoppers read at least one review before making a purchase, proving the immense power of social proof in influencing buyer behaviour. This reflects the critical role of testimonials and reviews in fostering consumer trust and driving conversions.

Displaying authentic customer feedback not only boosted Add to Cart rates but also help achieve record-breaking annual growth.

To understand the power of social proof in eCommerce, take a minute to consider an example of our client, Smel - a premium fragrance brand.

We implemented photo reviews on their Product Display Pages to showcase real-life customer experiences. Featuring this resulted in a conversion rate that has sat over 10% for the last six months, well above the industry average.

How to Effectively Display Customer Testimonials

There are a number of ways that you can implement reviews and testimonials into the customer journey on your eCommerce platforms.

1.  Feature Testimonials on High-Traffic Pages:

Place reviews and testimonials strategically on your website, such as on your homepage, product pages, and checkout pages. Visitors are more likely to convert when they see real people endorsing your brand.

2. Use a Variety of Social Proof Formats:

Social proof goes beyond customer reviews. There are several types of social proof that matters and are particularly effective for eCommerce:

1. Star Ratings:

Star ratings are universally recognised and offer an instant snapshot of customer satisfaction. They're particularly effective for products and services that attract quick decision-making, like apparel, gadgets, or cosmetics. It can be implemented in product pages or category pages to encourage click-throughs.

2. User-Generated Content (UGC):

User-generated content (UGC) is an authentic and relatable form of social proof. It includes customer photos, videos, social media posts created by your customers that showcase your products in real-life situations. To make the most of UGC, create branded hashtags and offer discounts or giveaways for customers who share the content.

3. Influencer / Celebrities Endorsements:

Influencers bring credibility to your brand by introducing it to an engaged audience. Influencer marketing is an effective way to build social proof by leveraging the trust that influencers have with their followers. Their recommendations feel more personal and relatable than traditional ads.

4. Display Trust Badges & Certifications:

Displaying certifications, trust badges or awards reassures customers that your brand meets high standards of quality and reliability. These symbols act as visual indicators that your eCommerce store meets certain standards, which can reduce purchase anxiety and increase conversion rates.

Example:

"100% Secure Payments" badge at checkout. "Sustainably Sourced Materials" badge on eco-friendly products. "As Featured In [Popular Publication]" badges to highlight media mentions.

Conclusion

Social proof matters not only in the era of eCommerce but also in the realm of Shopify store looking to build trust, enhance credibility and drive more sales. By leveraging social proofs to your online store, you not only boost trust but also secure measurable results in eCommerce success. At WIRO, we’ve helped many brands to unlock their potential by leveraging social proof as a core element of their growth strategies. Ready to make it work for your brand? Let’s talk.