How to use social proof for your advertising campaigns
In affiliate marketing, every detail matters, especially on landing pages, which are an important element of conversion.
Using social proof, statistics, facts and expert opinions is one of the most effective ways to increase the credibility and appeal of your offer.
Let’s look at what types of social proof work best and how to integrate these elements into your advertising campaigns.
01
Social proof
Social proof is a psychological phenomenon in which people use the behavior and opinions of others to determine how they should act. The term is described in detail by Robert Cialdini in his book Influence: The Psychology of Persuasion.
In marketing, social proof helps build trust in a brand, product, or service by demonstrating that others have already chosen the offering and were satisfied.
02
Types of social proof
- Customer Reviews: Positive reviews from real customers greatly increase trust. Example: "Using our tool, Maria increased her sales by 50% in just three months."
- Ratings and Reviews: Star ratings on platforms like Amazon, Google, Yelp.
- Number of users or clients: A large number of users creates the impression of popularity and trust.
- Success Stories and Case Studies: Detailed success stories show how customers achieved results with your product.
- Expert Opinions: Recommendations and reviews from recognized experts. Example: "A renowned fitness trainer has endorsed our product as the best for beginners."
- Social Media: Likes, Shares, Comments and Followers.
- Certificates and Awards: Official recognitions and awards.
03
Customer Reviews
Reviews help build trust with your audience. Even negative reviews can be helpful: 72% of customers say they help them gain a full understanding of a product or service, which helps them make purchasing decisions.
74% of customers say a positive review helps build trust in a company, making them more likely to click the "buy now" button.
Almost 58% of customers are willing to pay more for a product or service with good reviews.
Interestingly, 91% of people aged 18 to 34 trust online reviews as much as personal recommendations.
04
Statistics
The infographic (see image above) presented on the FinancesOnline website shows statistics on the impact of customer reviews on business:
Sources: BrightLocal, PowerReviews и ReviewTrackers.
- The importance of feedback from current customers
- 85% of customers do not take into account reviews older than 3 months.
- 40% of customers only pay attention to reviews published no more than 2 weeks ago.
- About 10-30% of all reviews can be fake.
- 68% of customers are more likely to engage with a business based on positive reviews.
- 40% of customers are more likely to avoid engaging with a business based on negative reviews.
- 36% of customers place more importance on factors such as location and price.
- 80% of customers only trust reviews with 4, 4.5, and 5 star ratings.
- 57% of customers will only use services from companies with at least a 4 star rating.
- 13% of customers will consider doing business with a 1 or 2 star rating.
05
Statistics on Landings
Statistics allow you to demonstrate objective data that can convince a potential client of the value of your product or service. People tend to trust numbers because they are perceived as verified and substantiated data.
06
How to use statistics:
- Market data: Example: "60% of adults are overweight."
- Product Data: Example: "85% of our customers reported significant improvement after 3 months of use."
- Social Proof: Example: "Our product has a 4.8 out of 5 rating based on reviews from 10,000 users."
- Research and Evidence: Example: "A 2023 study found that using our app improved concentration by 30%."
- Product Benefits: Example: "Our skin cream contains 20% aloe vera to promote rapid healing and hydration."
- Comparisons: Example: "Our smartphone has a battery that lasts 20% longer than the competition."
07
Experts' opinion
- Quotes: Example: "Dr. X, leading dermatologist: 'This cream really helps reduce inflammation and improve skin health.'"
- Video reviews: 78% of people trust marketing videos that are authentic and genuine.
- Insights: Example: "According to a study conducted by Dr. Smith, our technology reduces processing time by 40%."
08
How to apply on landing pages
- Prominent Placement: Display reviews, ratings, and case studies in prominent places.
- Visuals: Use customer photos, video testimonials, and infographics.
- Content Updates: Update reviews and ratings regularly.
- Calls to Action: Place calls to action next to social proof.
09
Conclusion
Using social proof, statistics, and expert opinions can significantly increase trust in a product and increase conversions on landing pages. Integrating these elements builds customer trust and increases the likelihood of their making a purchase decision.
For maximum impact, display reviews, ratings, and statistics prominently, use visuals, and update information regularly. Also, be sure to include calls to action next to social proof to guide visitors to purchase or sign up.
