![\"Testimonial](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2017\/10\/optinmonster-testimonial-loren-baker-search-engine-journal.jpg\")
<\/figure>\n\n\n\nAnd is our social proof strategy successful? With over 1.2 million websites using our lead generation<\/a> software, the answer is definitely yes.<\/p>\n\n\n\n In this guide, we’ll cover everything you need to know about using social proof in your marketing strategy. We’ll also share social proof examples and tips to help you improve your conversion rates and grow your business.<\/p>\n\n\n\n Social proof<\/strong>\u00a0is a psychological concept where people are influenced by the actions of others. It’s the idea that if many people are doing something, it must be correct or desirable.<\/p>\n\n\n\n The term was first used by Robert Cialdini in his 1984 book ‘Influence: Science and Practice.’ Social proof is why we listen to recommendations, and trust what others say in reviews.<\/p>\n\n\n\n If that definition sounds like peer pressure, you’re not too off-base. However, social proof isn’t a type of bullying like peer pressure can be. In fact, it isn’t a bad thing at all. Instead, social proof simply states that humans, and thereby consumers, actively look to others when gathering evidence for a decision.<\/p>\n\n\n\n For marketers, that means it’s not enough to tell shoppers why you <\/em>think your product is great. You must show shoppers that<\/strong> your<\/strong> existing customers think your product is great. <\/strong><\/p>\n\n\n\n Consumers want proof from their peers and from unbiased 3rd parties, not from the brands selling the products.<\/p>\n\n\n\n What is an example of social proof?<\/strong><\/p>\n\n\n\n Let’s say you’re planning a special dinner with a friend, and you’ve narrowed your choices down to 3 restaurants in a nearby city. You scan through the menus for each restaurant, but to make your final decision, you’ll probably depend on one thing: online reviews.<\/p>\n\n\n\n You check out comments on each restaurant’s social media pages, as well as 3rd party review sites like Yelp and Google. As you do so, you’ll examine several factors:<\/p>\n\n\n\n Every time you look to others to make a purchasing decision, you demonstrate the power of social proof.<\/p>\n\n\n\n Similarly, your own website visitors want to feel confident that they won’t regret spending money on your product. Marketers use social proof as a tactic for conversion rate optimization<\/a> by easing the minds of worried customers.<\/p>\n\n\n\n Now that we’ve covered the meaning of social proof, let’s look at the categories that are useful in digital marketing. These are the 6 different types of social proof:<\/p>\n\n\n\n Next, we’ll tackle the question of why social proof is vital to your marketing strategy. To explain some of the benefits of social proof, we’ll look at some statistics from recent studies on social proof and customer behavior. This data will illustrate just how well social proof works.<\/p>\n\n\n\n In Bazaarvoice’s 2023 report on Shopper Experience<\/a>, they take a close look at the impact of user-generated content<\/a> (UGC), such as reviews, ratings, photos, Q&As, and social media posts. In other words, they look at how social proof affects consumers.<\/p>\n\n\n\n Their finding? 78% of shoppers report feeling more confident<\/strong> in a purchasing decision when they see UGC.<\/p>\n\n\n\n Bazaarvoice’s study also shows an imbalance between the priorities of shoppers and the priorities of brands. 75% of brands spend most of their content marketing budget on branded content. However, 67% of shoppers rely more on UGC when making purchasing decisions.<\/p>\n\n\n\n You can see all of Bazaarvoice’s findings by signing up for the Bazaarvoice Shopper Experience Index Vol. 17<\/a>.<\/p>\n\n\n\n According to BrightLocal’s 2023 Local Consumer Review Survey<\/a>, 98% of people read online reviews for local businesses<\/strong>.<\/p>\n\n\n\n Plus, 76% reported reading online reviews regularly, and 21% said they read them daily.<\/p>\n\n\n\n And finally, the most important benefit of social proof is that it helps you win more sales and make more revenue. Here are some stats:<\/p>\n\n\n\n These are just a few of the social proof statistics<\/a> that show how important it is to make social proof a priority in your marketing strategy.<\/p>\n\n\n\n The question isn’t whether or not social proof will help you increase conversions<\/a>, but rather which social proof strategies should you use. Here are some real-life examples of social proof. Each example is paired with a tip for how you can use social proof in your own marketing efforts.<\/p>\n\n\n\n Type of Social Proof: Customers<\/strong><\/p>\n\n\n\n When you display real-time stats, you can show website visitors that other people are choosing your product right now<\/em>. Not only is this a great example of social proof, but it adds the fear of missing out (FOMO<\/a>) into the mix as well.<\/p>\n\n\n\n A great tool to easily implement this is TrustPulse<\/a><\/strong>. This software lets you display your most recent site activity in a small but attention-grabbing popup.<\/p>\n\n\n\n You can show purchases, registrations, signups, or anything you want. You can even set up “on fire” notifications if something in your store is blowing up in popularity. These are great for leveraging FOMO on landing pages and checkouts.<\/p>\n\n\n\n Plus, TrustPulse takes less than 5 minutes to set up, from initial signup to running live on your site.<\/p>\n\n\n\n Just click here to get started with TrustPulse<\/a>.<\/p>\n\n\n\n Type of Social Proof: Customers and Crowds<\/strong><\/p>\n\n\n\n One of the most commonly used forms of social proof is the customer testimonial. Testimonials are a lot like positive reviews, but they are used a bit differently.<\/p>\n\n\n\n Testimonials are quotes that explain the benefits of your product, and they’re usually displayed along with a name and photo. For B2B companies, the person’s title and company are also listed.<\/p>\n\n\n\n FreshBooks is a popular invoicing and accounting software for small businesses. They use testimonials right on their homepage to highlight why business owners love their product. By doing this, they make sure their testimonials connect wth their target audience: business owners who want to simplify their accounting. They also use the power of large crowds, by stating that 30+ million people have used FreshBooks.<\/p>\n\n\n\n Type of Social Proof: Customers<\/strong><\/p>\n\n\n\n In addition to displaying testimonials throughout our own website, we also have a dedicated OptinMonster testimonials page<\/a> where we list quotes from some of our best reviews.<\/p>\n\n\n\n Customer reviews and testimonials can be displayed in a number of different formats as long as they highlight the value of your product through the voices of satisfied customers. In fact, according to one case study, WikiJobs used testimonials to increase sales page conversion by 34%<\/a>.<\/p>\n\n\n Type of Social Proof: Customers and Crowds<\/strong><\/p>\n\n\n\n If you\u2019ve ever purchased from the online marketplace Etsy, you\u2019ve probably gotten an email that looks like this:<\/span><\/p>\n\n\n\n If you want to get more reviews and ratings on your site, just ask! Below the \u201cReview this item\u201d button, Etsy\u2019s email says, \u201cLeaving a review helps Jo with their shop, and also others shopping on Etsy.\u201d <\/span><\/p>\n\n\n\n This is a clever tactic on Etsy\u2019s part. Etsy benefits from getting more reviews, but they focus on the benefits to the seller and other shoppers.<\/span><\/p>\n\n\n\n As the reviews pile up, shoppers will be swayed both by the quality and number of customer reviews.<\/p>\n\n\n\n Pro-tip: <\/strong>Don’t be afraid to offer incentives in exchange for a review, especially if you’re a local business. This is becoming a more common tactic, with 26% of local consumers reporting that they were offered a discount<\/a> in exchange for a review in 2022.<\/p>\n\n\n\n Type of Social Proof: Customers and Crowds<\/strong><\/p>\n\n\n\n ROKR is an online retailer that sells detailed wooden 3D puzzles. Their Facebook page runs a private group called ROKR\u00ae Official Fans Group.<\/p>\n\n\n\n I joined this group because I had purchased one of their puzzles and wanted to find advice on how to complete a few tricky parts. It was clear that many other new members joined for the same reason, and established members were happy to help.<\/p>\n\n\n\n However, something else happens when you join this group:<\/p>\n\n\n\n You see thousands of fans posting their own puzzle projects and displays.<\/strong><\/p>\n\n\n\n These posts show up in your Facebook newsfeed, so you regularly see how much others are enjoying the puzzles they\u2019ve bought and assembled. This results in massive free marketing for ROKR, as people who join because of a single purchase see a thriving community of over 22,000 members. And those members advertise ROKR’s products every time they post a finished puzzle. This strategy can easily turn new customers into brand loyalists.<\/p>\n\n\n\n ROKR occasionally posts in the group with special announcements, but the group\u2019s primary focus is community building and social proof.<\/p>\n\n\n\n Type of Social Proof: Crowds<\/strong><\/p>\n\n\n\n WPForms<\/a>, a form-building plugin for WordPress, uses a floating bar from OptinMonster<\/a> to promote a special Valentine\u2019s Day sale.<\/p>\n\n\n\n But in addition to the coupon button and countdown timer<\/a>, WPForm also includes some compelling social proof:<\/p>\n\n\n\n By including these numbers, WPForms makes a strong case for the value of their special offer.<\/p>\n\n\n\n Type of Social Proof: Crowds<\/strong><\/p>\n\n\n\n Here at OptinMonster, we have an email newsletter that provides tips on optimizing your website to get more conversions.<\/p>\n\n\n\n We have optin campaigns sprinkled throughout our site, asking visitors to sign up for that newsletter:<\/p>\n\n\n\n Notice that the main heading for this signup form isn\u2019t \u201cJoin our list\u201d or \u201cSign up today.\u201d Instead, it\u2019s \u201cJoin Over 235,335<\/strong>.\u201d We lead with the social proof of the size of our subscriber list.<\/p>\n\n\n Type of Social Proof: Crowds<\/strong><\/p>\n\n\n\n The clothing store Maurices adds a \u201cGoing Fast\u201d notification on pages for products that are selling quickly.<\/p>\n\n\n\n This strategy is usually thought of as a scarcity tactic<\/a>. And it does indeed create a sense of urgency<\/a> for shoppers, who realize they need to buy before the product is sold out.<\/p>\n\n\n\n However, phrases like \u201cGoing Fast\u201d and \u201cAlmost Sold Out\u201d also leverage social proof.<\/p>\n\n\n\n In this case, it sends the message, \u201cYou\u2019re right to like this blouse because other people like it, too. Go ahead and buy it while you can!\u201d<\/p>\n\n\n\n Type of Social Proof: Celebrities<\/strong><\/p>\n\n\n\n In the age of social media, influencer marketing is more important than ever. In this social proof example, Betty Crocker partnered with actress Alyson Hannigan to promote their products at Walmart.<\/p>\n\n\n\n Hannigan\u2019s 2 million+ Instagram followers don\u2019t just follow her for updates on her acting career. She also posts about her family and her home life as a mom. So this partnership is both a celebrity endorsement and an example of influencer marketing. Hannigan’s followers will see this photo and be tempted to buy the ingredients for this tasty dessert themselves.<\/p>\n\n\n\n Type of Social Proof: Experts<\/strong><\/p>\n\n\n\n Social media takeovers are a great way to expand your influence to an audience that may be interested in what you have to offer but aren’t necessarily familiar with your brand. In a social media takeover, an influencer or expert will literally take over the posting on your social networks for a certain amount of time.<\/p>\n\n\n\n The city of Calgary had a social media takeover of their Instagram platform. Residents and city ambassadors would take over the city\u2019s Instagram for a week to show off all the cool things the city has to offer.<\/p>\n\n\n\n This strategy was a clever way to use social proof. People who research the city for a potential visit or move will see these takeover posts from experts. In this case, the experts are people who already live in the city and can show just how great it is.<\/p>\n\n\n\n Takeovers are usually an easy sell because they also benefit the influencer or expert, since they get to reach a new audience, too.<\/p>\n\n\n\n Type of Social Proof: Experts<\/strong><\/p>\n\n\n\n Inviting expert guests to contribute to your social media platforms or blog is a great way to use social proof. If experts believe in your brand enough to contribute, then customers are more likely to trust you, too. Wellness coach Chalene Johnson is always doing this in Instagram Stories and on Snapchat:<\/p>\n\n\n\n Your followers, and others who stumble upon these guest posts, tend to attribute the expert’s authority to your brand. After all, it’s your platform that’s being used to share the message. Plus, followers will look to you as a source of this knowledge in the future, even though you’re acting just as a distributor. Over time, expert social proof helps you build trust with your followers and potential customers.<\/p>\n\n\n\n Type of Social Proof: Customers<\/strong><\/p>\n\n\n\n In a case study, you present the success story of one of your customers or clients. A good case study should include the following:<\/p>\n\n\n\n At OptinMonster, we have a dedicated Case Studies section<\/a> on our blog, where you can easily browse our customer success stories.<\/p>\n\n\n\n For instance, we did a case study with the American Bird Conservancy<\/a>. At the top of the case study page, we highlight the most important statistics from the study:<\/p>\n\n\n\n Throughout the article, we introduce the nonprofit’s mission and goals and show examples of the OptinMonster popups they used to generate more leads.<\/p>\n\n\n\n The case study concludes with a summary of the results and a testimonial quote from the American Bird Conservancy’s Director of Digital Communications.<\/p>\n\n\n Type of Social Proof: Certifications & Awards<\/strong><\/p>\n\n\n\n Does your business have industry certifications or accreditations? Have you won awards? If so, you want customers to know about them! Most certifying organizations have badges or logos that can be freely displayed on your website.<\/p>\n\n\n\n MemberPress, a WordPress membership plugin<\/a>, displays badges for their G2 awards in the footer of their site.<\/p>\n\n\n\n But the award badges aren’t the only social proof in this footer. MemberPress also shows their plugin’s average rating on several 3rd party review sites.<\/p>\n\n\n\n\n
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What is Social Proof?<\/h2>\n\n\n\n
![\"Screenshot](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2019\/09\/google-restaurant-reviews-social-proof.jpg\")
<\/figure>\n\n\n\n\n
6 Types of Social Proof<\/h2>\n\n\n\n
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Data-Backed Benefits of Social Proof in Marketing<\/h2>\n\n\n\n
1. Social Proof Improves Shopper Confidence<\/h3>\n\n\n\n
2. Shoppers Care More About Social Proof than Branded Content<\/h3>\n\n\n\n
![\"Chart](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2019\/09\/bazaarvoice-chart-usg-social-proof.png\")
<\/figure>\n\n\n\n3. Local Businesses Need Social Proof, Too<\/h3>\n\n\n\n
4. Social Proof Directly Leads to More Sales<\/h3>\n\n\n\n
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16 Social Proof Examples to Increase Conversions<\/h2>\n\n\n\n
1. Show Real-Time Purchases With TrustPulse<\/a><\/h3>\n\n\n\n
![\"trustpulse](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2019\/04\/trustpulse-social-proof-notifications-min.jpg\")
<\/a><\/figure>\n\n\n\n![\"TrustPulse](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2019\/09\/trustpulse-on-fire-notifications-social-proof.png\")
<\/figure>\n\n\n\n2. Add Testimonials and Numbers to Your Homepage Like FreshBooks<\/a><\/h3>\n\n\n\n
![\"Screenshot](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2019\/09\/freshbooks-testimonials-homepage-social-proof.jpg\")
<\/figure>\n\n\n\n3. Create a Testimonial Page Like OptinMonster<\/a><\/h3>\n\n\n\n
![\"OptinMonster](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2017\/10\/optinmonster-testimonial-page.png\")
<\/figure>\n\n\n\n4. Encourage On-Site Reviews Like Etsy<\/a><\/h3>\n\n\n\n
![\"Email](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2019\/09\/etsy-review-this-item-email.jpg\")
<\/figure>\n\n\n\n5. Create an Official Facebook Group Like ROKR<\/a><\/h3>\n\n\n\n
![\"Screenshot](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2019\/09\/rokr-official-fans-facebook-group-social-proof-example.jpg\")
<\/figure>\n\n\n\n6. Pair Large Numbers With a Discount Like WPForms<\/h3>\n\n\n\n
![\"WPForms](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2019\/09\/wpforms-floating-bar-social-proof-example.jpg\")
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7. Highlight Subscriber Count Like OptinMonster<\/a><\/h3>\n\n\n\n
![\"Screenshot](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2019\/09\/optinmonster-email-signup-with-social-proof-examples.png\")
<\/figure>\n\n\n\n8. Show Fast-Selling Products Like Maurices<\/a><\/h3>\n\n\n\n
![\"Screenshot](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2019\/09\/maurices-going-fast-social-proof-example.jpg\")
<\/figure>\n\n\n\n9. Get Celebrity Endorsements Like Betty Crocker<\/a><\/h3>\n\n\n\n
![\"Instagram](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2019\/09\/betty-crocker-celebrity-endorsement-social-proof.jpg\")
<\/figure>\n\n\n\n10. Host Social Media Takeovers Like the City of Calgary<\/a><\/h3>\n\n\n\n
![\"influencer](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2018\/09\/lifeincalgary.png\")
<\/figure>\n\n\n\n11. Host Industry Experts Like Chalene Johnson<\/a><\/h3>\n\n\n\n
![\"example](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2019\/09\/expert-social-media.png\")
<\/figure>\n\n\n\n12. Invest in Case Studies Like OptinMonster<\/a><\/h3>\n\n\n\n
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![\"OptinMonster](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2019\/09\/american-bird-conservancy-case-study.jpg\")
<\/figure>\n\n\n\n![\"Screenshot](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2019\/09\/american-bird-conservancy-popup-example.jpg\")
<\/figure>\n\n\n\n13. Display Awards Badges & 3rd-Party Reviews Like MemberPress<\/a><\/h3>\n\n\n\n
![\"Screenshot](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2019\/09\/memberpress-award-badges-for-social-proof.png\")
<\/figure>\n\n\n\n14. Showcase Customer Photos Like ModCloth<\/a><\/h3>\n\n\n\n