Supported by facts from numerous studies: customer reviews provided on a product page can increase conversion rates by 207% (spiegel). Testimonials from just five users make a product five times more likely to be purchased (spiegel). A staggering 88% of online shoppers trust customer reviews as much as the opinion of people they know. (local light). In 67.7% of cases, customer feedback affects a buyer's decisions (google). Customer reviews are just one of many examples of social proof; plus "Wisdom from your friends", celebrity endorsements and more. In this article, we'll explore different sources of social proof and show how to use social proof in email marketing. What is social proof? The term “social proof” was coined
By psychologist robert cialdini. In his book "Influence: the psychology of persuasion", he listed it as one of the six main tools for influencing human behavior. Robert cialdini says that company mailing list in times of uncertainty, most individuals tend to trust the opinions of others. Social proof - an opinion or behavior of other people that we consider while making our own decisions. This trend has been widely used by marketers and salespeople. For example, few advertisements go without a bold claim, such as "Over ten thousand people use our product daily".
Street musicians put several banknotes in their hat in front of them to trick listeners into giving them more money. Background laughter in sitcoms is a way to influence viewers with social proof. It implies that "If other people think the joke is worth laughing at, then it must be a good joke". When it comes to online shopping, the degree of uncertainty is even higher: you cannot try the product or look a seller in the eye. For this reason, people read user testimonials, ask their friends for advice, or consider the number of followers on the company's social media pages and its online presence in general. The most trusted sources of social proof are: experts - products and services are best advertised by an industry