We may not realize it, but our decisions are subconsciously influenced by the choices, opinions, and actions of the people around us.
To learn what is the easiest or best decision for ourselves, we often look at what others are doing or have done in the past. In other words, our brain looks for any shortcuts that will allow us to make a decision or solve a problem quickly and with the least amount of effort.
Showcasing your reviews on your website through product recommendations, case studies, portfolios, or other content can increase conversions on sales pages by 34%. Users feel more confident in their buying decisions when websites showcase social proof throughout their platform.
But before we can discuss the top 5 ways social proof can increase your website conversions and give you a better revenue margin, you first need to understand how reviews and social proof benefit both customers and businesses.
How Social Proof Benefits Both Customers and Businesses
Nurturing your community and building trust with your customers is not only essential for your sales and vital in keeping your current consumers.
According to Trustpilot, it’s 6x-7x more costly to acquire a new customer than to retain a current one, and by boosting your retention rate by just 5%, you can drive 25%-95% more profit. One of the best ways to retain your customers is by showing them you appreciate their support through using their social proof in your business assets.
When companies use honest user reviews in their content, it shows current customers you value their insights and opinions and future customers that you take their feedback to heart.
These insights and comments also give your company a better understanding of your audience's buyer journey and how they navigate through your website. If there are areas of your business that your customer believes are underperforming, doing well, or surpassing expectations, reviews will be where that information would be.
5 Ways Social Proof Can Boost Your Website Conversion Rates
1. Case Studies
A case study is a researched, systematic investigation and study that showcases how your business helped a customer or business solve a problem. They include statistical proof you could reach your client's goals, how they were achieved, and why they needed your help overcoming a particular problem.
Our process for finding case study candidates always starts by researching our reviews on Trustpilot. From here, we look at which 4 and 5-star reviews have information such as a significant pain point, how we solved that problem, and if any insights are included. These insights can be comments such as “my bounce rate has decreased” or “I’m being seen on the first page of Google.”
By advertising these case studies on your website, you’re giving your audience the chance to see for themselves how you can solve their pain point. When buyers feel more confident in their purchase decisions, the likelihood of completing said purchase increases.
2. Video Testimonials
According to Wyzowl, 77% of people who have watched a brand's testimonial video say it has played a part in convincing them to buy their product or service. Not only are video testimonials more trustworthy and believable by audiences, but people who watch a brand video remember as much as 95% of it.
Companies, especially service-based companies, should be using video testimonials to help showcase how and why your services would be best for their specific needs. Since services usually can’t be shown being used before purchase, these types of social proof instill confidence in the viewer that this investment is a smart one to make.
Product-based businesses can also effectively use video testimonials because your audience can see the product being used in real life. When almost 50% of user complaints involve a product “not looking the same when it arrives” as their biggest concern when shopping online, video reviews can drastically decrease buyer anxiety.
3. User-Generated Content
User-generated content (UGC) is an umbrella term used to describe any content that your customers are creating about you. This content can take various forms, including reviews, social media posts, video reviews, blog posts, or podcasts mentioning your brand/product.
According to Trustpilot, the more you can show off your customers talking about your brand, the better. When one of their clients, Ann Summers, incorporated UGC product reviews onto their site, they saw an increase in conversions of up to 230%! This company even found that adding product reviews on an item where there had previously been none increased conversions on that product by 76%.
To learn more about UGC and the benefits of utilizing it in your marketing efforts, click here.
4. Landing Pages
Landing pages are often one of the first points of contact you have with your audience. Utilizing third-party platform reviews and showcasing unbiased, verified reviews is essential for increasing your clickthrough and conversion rates.
These types of reviews are best for landing pages as they show the user you not only have hundreds or thousands of other similar reviews on an impartial website but that you take your customer feedback seriously and use it in other marketing assets across your company.
5. Audience Insights
As we mentioned before, your reviews are also the best way to determine areas of improvement for your business. With companies like Trustpilot, you can automate your outreach efforts and timelines so that your customers receive review requests at the right time.
How to Gain Reviews From Your Customers
As we mentioned above, automating this request is the easiest way to ensure your audience will actually take the time to leave their feedback. Not only does it add credibility to your request, but it shows your audience that their feedback is truly valuable.
But what if you’re a newer brand?
Regardless of the size of your company, there are multiple ways to gain reviews and user-generated content for your products or service.
Key Takeaways
Reviews and social proof help both new businesses and previous customers return, as well as give you insights into your company from a different perspective. Users can see that other people have had a positive experience with your brand and that it wasn’t just a one-time event.
When this sense of trust and confidence is infused into buyers, the chances of cart abandonment drastically drop, and your conversion rate increases in return.
Download the Trustpilot Wix Plugin to automate your review process and start boosting your web conversion rates. And in case you need support creating a Wix website from scratch, click the button below to speak to a member of our team and learn how Zoek can expand your reach.
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