Social Proof in eCommerce

Social Proof in eCommerce
Maxwell Reed

Maxwell Reed

Sept. 4 2023


Social proof in e-commerce is the concept of using the actions of others to influence the buying decisions of potential customers. It is important because it helps to build trust and credibility, reduces perceived risk, creates a sense of urgency, and increases sales

What is social proof in e-commerce?

Social proof in e-commerce is the concept of using the actions of others to influence the buying decisions of potential customers. Here are some examples of social proof in e-commerce:

+ Customer reviews and ratings

Customer reviews and ratings are one of the most effective form of social proof as they allow potential customers to see what other customers have said about a product or service. They not only provide valuable insight into the overall quality of a product or service but also allow customers to see how many other people have already tried and tested the product. Customer reviews and ratings can also help customers identify potential issues or areas for improvement, as well as highlight the strengths and benefits of a product. In this way, ratings provide a comprehensive picture of a product or service, enabling customers to make informed purchasing decisions.

+ Social media

When people mention a product or service on their social media, it shows their interest and willingness to talk about it with their followers. This can be a powerful form of word-of-mouth marketing, as social media users tend to trust recommendations from their friends and family more than traditional advertising. Therefore, it is important for businesses to have an active presence on social media platforms and to encourage their customers to share their experiences with their networks.

+ Live chat interactions

When potential customers are able to get real-time feedback about any questions they have about a product or service, it can help to build trust and credibility. Live chat interactions are a great way to improve customer experience and increase customer satisfaction. With live chat, customers can get instant answers to their questions and concerns, making them feel valued and heard. This in turn can lead to increased sales and customer loyalty. By offering live chat support, companies can differentiate themselves from their competitors, and position themselves as customer-centric organizations that truly care about their customers' needs.

+ Case studies

Case studies are stories that provide an in-depth analysis of how a particular product or service has helped other businesses or individuals achieve their goals. They often include detailed information about the challenges faced by the customers, the solutions offered by the product or service, and the outcomes achieved. By examining case studies, businesses can gain valuable insights into the effectiveness of the product or service, as well as learn from the experiences of others. Additionally, case studies can be used as a powerful marketing tool, as they provide tangible evidence of the benefits and value of the product or service.

Good example of social proof on
Good example of social proof on

Why is social proof important for conversion?

Social proof is a powerful tool in e-commerce because it helps to build trust and credibility with potential customers. When people see that other people have had positive experiences with a product or service, they are more likely to trust that they will have a positive experience as well and hence more likely to buy from you. Some other reasons why social proof is so important for conversion are:

Reduced perceived risk

When potential customers see that other customers have taken the risk and made purchases, it can make them feel more comfortable doing the same.

Creates a sense of urgency

Seeing other people buy a product or service, can make potential customers feel like they need to act quickly before the product or service sells out.

Increases sales

Studies have shown that social proof can increase sales by up to 38%. This is because social proof can help convince potential customers that they are making the right decision by purchasing a product or service.

How to establish social proof in e-commerce?

For starters:

1. Ask for reviews

This is the easiest way to get social proof. Do this by sending out email or SMS surveys, or by adding a review request widget to your website.

2. Incentivize reviews

Offer discounts, free gifts, or other rewards in exchange for a review. This can help to encourage more customers to leave reviews.

3. Use a review aggregator

A review aggregator is a third-party service that collects and displays reviews from multiple sources. This brings more exposure for your reviews and makes them more credible.

4. Display ratings

You can display ratings on your product pages, or use a third-party rating system such as Trustpilot or Google Reviews.

5. Social media mentions

Track social media mentions using a tool like BrandWatch or Mention.

6. Create case studies

Create case studies yourself or obtain them from other businesses that use your products or services.

Additional tips:

1. Visible

Social proofs should be prominently displayed on your website or landing pages so that potential customers can easily see them.

2. Variety and Authenticity

Use a variety of social proofs (customer reviews, ratings, social media mentions, and case studies), and do not fake them!

3. Keep it up-to-date

Show potential customers that your products and services are still popular by updating your social proofs regularly.

4. Make it easy to leave reviews

The easier it is for customers to leave reviews or share, the more likely they will do so.

The feedback button is located on the right-hand side so that customers can easily click on to give feedback.
The feedback button is located on the right-hand side so that customers can easily click on to give feedback.
Share to other social media platform easily
Share to other social media platform easily

5. Promote your reviews

Once you have some reviews, make sure to promote them on your website and social media pages. This will get more people to see them and leave their own reviews.

6. Be responsive

Make sure to respond to customers’ reviews promptly. This will show potential customers that you value feedback and is willing to address any concerns they may have.

By following these tips, you can get social proof for your e-commerce business, increasing your chances of conversion and making a sale.

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Maxwell Reed


Maxwell Reed

Maxwell Reed a growth engineer is helping online stores with insights and recommendations to help implement conversion rate optimisation tactics.