Build Customers’ Trust by Implementing Social Proof in Your E-Commerce Store

Craig Kahl, President and CEO, Adventure Web Interactive

While online shoppers look at product reviews before purchasing, social proof is an effective marketing strategy that can influence customer behavior. In e-commerce, retailers may use social proof by highlighting a product’s popularity, increasing a shopper’s confidence and conversions, and influencing site revenue. But what is social proof? It’s the theory that individuals imitate the actions of others. So, seeing other people engage with a business and have a positive experience creates instant trust with those potential customers. This article discusses the benefits of social proof and its positive impact on your e-commerce business.

Highlight Popular Products to Develop Urgency

Fear of missing out (FOMO) is a timeless and effective marketing strategy that e-commerce retailers use. You may use social proof in the form of product views to demonstrate a product’s popularity. In addition, displaying these high demand items on the homepage or other visible area develops urgency and often encourages a purchase from impulsive shoppers.

From travel to fashion brands, this scarcity marketing strategy often motivates shoppers into action to grab their credit cards and complete the purchase before it’s too late. These customers will likely spread the message, enhancing your reputation and gaining new customers.

Showcase Customer Ratings to Implement Confidence

Something as simple as a customer rating or review is often the difference between a lost sale or conversion. Some impactful ways to implement social proof are ratings and reviews, influencer content, and customer testimonials. Today, it’s rare for individuals to make online purchases without referencing the reviews or ratings of other customers regarding where to stay, where to dine, or what to buy.

Moreover, you may take this a step further and use user-generated content, such as a social media image, to humanize the online shopping experience and display the reality of the product in use. Overall, this drives conversions to your e-commerce website.

Besides helping consumers move through the sales process, social proof can inspire purchases and increase the average order value. Additionally, placing shoppable social proof across your e-commerce site can assist customers in navigating from page to page and help promote product discovery.

Grouping high-demand products in shoppable areas on your site can inspire customers to make more purchases based on the high ratings of other shoppers just like them.

In conclusion, a thriving e-commerce strategy continues after the purchase; it includes leveraging social proof to deliver more engaging content across numerous platforms. Many advantages come with implementing social proof strategies on your e-commerce website, including boosting customer loyalty and trust, cross-selling and up-selling opportunities, and enhancing your brand reputation.

Are you ready to convert more website visitors into loyal customers this year? The strategies in this article will help build trust with your customers and increase conversions. See how collaborating with an accomplished e-commerce web design company can help you optimize your product discovery experience!

Craig Kahl is the President and CEO of Adventure Web Interactive. AWI has been recognized as Baltimore’s Top Web Design Firm by The Daily Record and named one of Silicon Review Magazine’s Top 50 Most Admired Companies in the country. Before founding Adventure Web Interactive in 1997, he was VP of Operations for Campus Concepts, Inc., and the youngest division head in history for Pitney Bowes at age 24. He has a Bachelor of Science in Management Information Systems from the University of Maryland and a Master of Business Administration in Finance from Loyola University. Craig is a member of the International CEO Club and Rolling Road Golf Club and loves spending time outdoors with his wife and son.