[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fhow-to-leverage-social-proofing-to-improve-trust":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":350,"breadcrumbs":351,"reading_minutes":161,"category":359,"head":361},"2023-06-20T13:03:13",{"rendered":6},"\n\u003Cp>To harness the power of customer trust, we must understand the phenomenon of social proof; the principle where individuals rely on the actions of others as an indicator of what is socially acceptable, correct or desirable.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-social-proof\">What is social proof?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-benefits-of-social-proof\">The benefits of social proof\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-content-types-can-you-use-to-leverage-social-proof\">What content types can you use to leverage social proof?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#examples-of-social-proof-in-practice\">Examples of social proof in practice\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#customer-reviews-etsy\">Customer reviews - Etsy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#testimonials-savvy-navvy\">Testimonials - Savvy Navvy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#certifications-customer-base-monzo\">Certifications & customer base - Monzo?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#client-base-canva\">Client base - Canva\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#user-generated-content-oliver-bonas\">User-generated content - Oliver Bonas\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#case-studies-impression-digital\">Case studies - Impression Digital\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#key-things-to-consider-with-social-proofing\">Key things to consider with social proofing\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-social-proof\">\u003Cstrong>What is social proof?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Social proof, in the context of conversion rate optimisation, refers to content that showcases evidence of how other individuals have purchased a product or service and found value in it. \u003C\u002Fp>\n\n\n\n\u003Cp>This powerful phenomenon, also known as ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.optimizely.com\u002Foptimization-glossary\u002Fsocial-proof\u002F\">the bandwagon effect\u003C\u002Fa>’, influences people to be more inclined to purchase a product when they observe others engaging in the same behaviour.\u003C\u002Fp>\n\n\n\n\u003Cp>We can use different content types to communicate social proofing on our websites, improving user trust, brand credibility, conversion rate and revenue.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-benefits-of-social-proof\">\u003Cstrong>The benefits of social proof\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>It builds credibility and authority\u003C\u002Fstrong> – Showcasing industry certifications, awards and accreditations is a great way to build credibility and establish yourself as a key market player in customers’ minds.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"2\">\n\u003Cli>\u003Cstrong>It helps users to overcome scepticism\u003C\u002Fstrong> – If a user is unfamiliar with a brand, they can be sceptical at the first touchpoint. It takes time and influence to build trust and awareness, after all. By utilising social proof, you can effectively alleviate some of the perceived risks for users and improve confidence in your brand.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"3\">\n\u003Cli>\u003Cstrong>It helps establish yourself as a unique and legitimate market player, differentiating you from competitors\u003C\u002Fstrong> – Tangible data and statistics will help solidify your status as a major player or market leader. In a competitive marketplace, capturing customer attention is a challenge, and social proof can help to cut through the noise.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"4\">\n\u003Cli>\u003Cstrong>It enhances the user experience\u003C\u002Fstrong> – Page design that strategically integrates social proof content with your own enriches the overall user experience. By thoughtfully incorporating credible social proof, your content gains an added layer of credibility and persuasiveness.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"5\">\n\u003Cli>\u003Cstrong>It helps you to build long-term relationships with customers\u003C\u002Fstrong> – Social proof is a great way to engage with customers, build trust and generate content. By incorporating social proof into your digital marketing strategy, you can cultivate a sense of community, strengthen customer relationships and build loyalty.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-content-types-can-you-use-to-leverage-social-proof\">\u003Cstrong>What content types can you use to leverage social proof?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Customer reviews \u003C\u002Fli>\n\n\n\n\u003Cli>Testimonials\u003C\u002Fli>\n\n\n\n\u003Cli>Awards, accreditations and certifications\u003C\u002Fli>\n\n\n\n\u003Cli>Case studies\u003C\u002Fli>\n\n\n\n\u003Cli>Existing customer base numbers\u003C\u002Fli>\n\n\n\n\u003Cli>User-generated content (UGC)\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"examples-of-social-proof-in-practice\">\u003Cstrong>Examples of social proof\u003C\u002Fstrong> in practice\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"customer-reviews-etsy\">Customer reviews – Etsy\u003C\u002Fh3>\n\n\n\n\u003Cp>For sellers of handmade, vintage and unique items, Etsy fully utilises customer reviews by placing them directly below the images on their product landing pages, giving them more presence than the product description.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fetsy-social-proof.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23640\" width=\"559\" height=\"500\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Why does it work?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The ‘centre-stage’ placement of review content both establishes trust for the user and helps them reduce the risk of buying from a new seller.\u003C\u002Fp>\n\n\n\n\u003Cp>Etsy also shows reviews for the seller, which further enhances trust in the product. This two-fold approach is helpful if the product doesn’t have many reviews; if the seller reviews are positive, the user can have confidence the product is likely to be good value for money.\u003C\u002Fp>\n\n\n\n\u003Cp>Etsy also allows users to upload images against reviews. According to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bazaarvoice.com\u002Fblog\u002Fhow-to-get-the-most-out-of-your-customer-reviews\u002F\">BazaarVoice\u003C\u002Fa>, shoppers are 62% more likely to purchase if they can view customer videos and photos in reviews.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"testimonials-savvy-navvy\">Testimonials – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.savvy-navvy.com\u002F\">Savvy Navvy\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\n\u003Cp>Nautical navigation app Savvy Navvy uses powerful testimonials taken from customer reviews and places them directly below their download button.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fsavvy-navvy-social-proof.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23643\" width=\"484\" height=\"442\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Why does it work?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The placement of these testimonials is notable. It’s above their own claims and features content, meaning they let their users speak for them, giving power to the customer.\u003C\u002Fp>\n\n\n\n\u003Cp>The additional impact is created by including the date from each testimonial’s post. Recency is an important part of social proof content. For example, if the content is from 3 years prior, it becomes less relevant and credible.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"certifications-customer-base-monzo\">Certifications & customer base – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmonzo.com\u002F\">Monzo \u003C\u002Fa>\u003C\u002Fh3>\n\n\n\n\u003Cp>Online bank Monzo uses multiple social proofing elements on their homepage to drive impact.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fmonzo-bank-social-proof.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23641\" width=\"503\" height=\"653\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Why does it work?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Monzo features their certifications, Trustpilot ratings and their customer database directly below the hero area. Their clear CTAs also allow users to sign up quickly after seeing these authority prompts. \u003C\u002Fp>\n\n\n\n\u003Cp>It’s also worth noting their Trustpilot star rating is 4.3 out of 5 based on 26,775 reviews. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bazaarvoice.com\u002Fblog\u002Fwhat-shoppers-look-for-in-reviews\u002F\">A rating between 2.7 and 4.7\u003C\u002Fa> is considered the most believable and trustworthy. A 5.0-star rating can seem ‘too good to be true’, resulting in reduced trust in your product or service.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"client-base-canva\">Client base – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.canva.com\u002Fen_gb\u002F\">Canva\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\n\u003Cp>Design software Canva features some of the well-known brands they work with using a black and white logo carousel.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fcanva-social-proof.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23642\" width=\"733\" height=\"668\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Why does it work?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>While these logos don’t refer to an individual\u003Cem> \u003C\u002Fem>experience, they intend to convey confidence towards Canva’s potential clients by showcasing their credibility and history.\u003C\u002Fp>\n\n\n\n\u003Cp>Featuring the logos in black and white also helps them stay relevant and visible without distracting from Canva’s messaging and branding on their homepage. Canva also confidently calls out that they are ‘trusted by well-known companies’, reinforcing their reputation.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"user-generated-content-oliver-bonas\">User-generated content – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.oliverbonas.com\u002F\">Oliver Bonas\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\n\u003Cp>Homeware, gift and fashion retailer Oliver Bonas features its customers’ social media content on its homepage. They link directly to the products featured in the content allowing customers to shop what they see.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Foliver-bonas-social-proof.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23644\" width=\"700\" height=\"277\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Why does it work?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>According to BazaarVoice, Oliver Bonas saw a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bazaarvoice.com\u002Fsuccess-stories\u002Foliver-bonas\u002F\">26% increase in average order value\u003C\u002Fa> when this type of social content was shown on their website. \u003C\u002Fp>\n\n\n\n\u003Cp>This is an authentic way of marketing products, and using content that users are more likely to respond to. Interacting with customers this way is also beneficial in building loyalty and customer lifetime value.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"case-studies-impression-digital\">Case studies – \u003Ca rel=\"noreferrer noopener\" href=\"\u002F\">Impression Digital\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\n\u003Cp>At Impression, we feature case studies directly below the hero area of our website.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fimpression-digital-case-studies.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23645\" width=\"539\" height=\"392\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Why does it work?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp> Case studies help potential clients see examples of some of the great work done and act as a trust signal that backs up our headline message ‘digital growth specialists’. No one likes a brag, but we think we do a pretty good job with how our case studies are presented, see more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002F\">examples here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>To ensure the case studies are credible, numbers are used in the headline of each case study.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"key-things-to-consider-with-social-proofing\">\u003Cstrong>Key things to consider with social proofing\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As we’ve seen, there are so many ways to leverage social proof, and it may be tempting to plaster all the content you have on your homepage. Woah there! The best way to understand what will \u003Cem>really \u003C\u002Fem>drive an improved conversion rate is to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcro\u002F\">experiment\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>A\u002FB or multivariate testing is the best way to gather data and decide which social proofing tools will work for your website, and how best to execute them from a design point of view.\u003C\u002Fp>\n\n\n\n\u003Cp>The other key thing to bear in mind is not to \u003Cstrong>overuse\u003C\u002Fstrong> social proofing. If overly relied on, we risk users having ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcxl.com\u002Fblog\u002Fis-social-proof-really-that-important\u002F#h-how-and-when-to-use-social-proof-on-your-site\">banner blindness\u003C\u002Fa>’, and your message could come across as inauthentic. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> with our CRO team to see how we can help you drive real growth and unlock the most from your website via social proofing. For more CRO top tips, be sure to check out more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fcro\u002F\">CRO blogs\u003C\u002Fa> on our site.\u003C\u002Fp>\n",false,"standard",[10],55,[],[13],258,[15,16,17,18,19,20,21,22],"post-23624","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro",{"page_content_modules":24,"hero":157},[25,113],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"How to leverage social proof to build trust with users",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},153,"\u002Fabout\u002Four-team\u002Fisabel-nunez-lopez\u002F","Isabel Nunez-Lopez","Senior Digital Experience Specialist","I'm a Senior Digital Experience Specialist here at Impression. I’m responsible for leading and delivering strategies for our clients to maximise their traffic and improve conversion rates. Find me at the Climbing Depot or gym if I’m feeling healthy, or watching Netflix on the sofa if I’m not.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":57},"\u003Cp>Senior Digital Experience Specialist. Joined Impression in April 2023.\u003C\u002Fp>\n\u003Cp>Before joining Impression I was a CRO specialist at Boots, where I’d been for almost 8 years, starting in e-commerce in 2015, and moving into digital optimisation and CRO later on. I got into CRO whilst studying digital marketing at uni and found I loved the blend of digital strategy and creativity. After almost 8 years in-house I’ve made the switch to agency side with Impression and am excited to be working with clients across different industries and sectors.\u003C\u002Fp>\n\u003Cp>I’m responsible for leading and delivering strategies for our clients to maximise their traffic and improve conversion rates. This includes website analysis, hypothesis creation, test planning and prioritising, user research, UX design, A\u002FB testing and reporting.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nCompleting my digital marketing degree with 1st class honours whilst working full time. Whilst studying I was able to expand my knowledge of a variety of marketing disciplines including CRO, strategy, optimisation and campaign planning.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nFind me at the Climbing Depot or gym if I’m feeling healthy, or watching Netflix on the sofa if I’m not. I also love eating out, live music and am partial to a wine tasting here and there.\u003C\u002Fp>\n",[40],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":56},24873,"98","2023-09-19 15:41:00","","Digital Experience","publish","closed","digital-experience","2026-04-08 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