We ALL know that social proof works well and that it’s important, so why are so many businesses getting it wrong?
*News Flash*, there’s more to social proof than just trust seals and the “As seen at” section on your site.
Somehow, social proof has become yet another conversion optimization tactic used in a completely wrong way.
It’s become yet another task to mark on a checklist as “done” and is almost always used with no strategy or careful planning.
This mistake is costing businesses A LOT of money
Over the past 7 years I’ve ran thousands of A/B test and have seen time and time again that social proof is one of the most important elements of a landing page or a website.
So, instead of just planting social proof randomly on your page with a few logos, it should actually be part of your entire conversion optimization strategy and act as one of the most important (and successful) “sales people” on the page.
First, Let’s Get Everyone on the Same Page
Social proof, is a way of appealing to our customer’s most inner emotional needs, it doesn’t work alone, it’s there to support your messaging, your design, colors and the entire content strategy.
It’s there to create a better customer experience and sell.
Social proof done well:
- Helps the customer visualize themselves happily with your solution
- Addresses the most common objections
- and helps customers feel safe to choose you.
Planned and executed carefully, you can spark certain emotional triggers that influence the visitor’s decision-making process and grow your business.
I’ve seen countless cases of meaningless social proof.
Marketers using testimonials or reviews that don’t reflect their customers, or focusing on aspects customers’ don’t care about and result in having little to no effect on conversion rates.
Which basically means missing out on huge potential to turn more visitors into customers and build trust.
The key to successful social proof…
To make the most of social proof you have to truly get to know your customers better.
Understand what value they’re looking for, what their goals are, what challenges they face, the objections they have and only then can you truly create social proof that increases conversions and reinforces your messaging.
So that’s what we’re going to do today, learn how to identify the right content for your social proof and discover how to take that “ok” social proof you have right now on your site and make it work a hundred times better with a few of my best practices and tested methodologies.