How to Use Social Proof in E-commerce to Build Trust, Credibility, and Improve User Experience?

“People don’t trust advertising, they trust people”- Neil Patel

If you run an e-commerce store, you’ve likely encountered the term “social proofs”

But what exactly is social proof? Social proofs help reduce buyer uncertainty by showing that other people have had success and are now satisfied customers.

When people see that others have liked, used, or had success with a product, they feel more confident buying it. For example, when you purchase something at an e-commerce store, it’s hard not to pay attention to the star rating and customer reviews and let them affect your purchasing decision.

If your goal is to increase brand trust (which should be), consider upping your social proof game. Here are a few ways to get it done-

1: Reviews + ratings

Here’s an example of a review from SHEIN, a fashion e-commerce brand, on their e-commerce website

How does this work?

· Incentive review sharing by offering discounts, loyalty points, etc.

· Include a note inside the delivery package with a QR code asking for a review.

· Send a post-purchase interactive email.

2: Video testimonials

Here’s how WINSTON, a SHARK TANK Indian brand, explains hair straightening brushes. This infused authenticity and credibility, taking advantage of the video's widespread accessibility and shareability.

How to get video testimonials?

· Create a high-value VIP loyalty program and get customers to share videos

· Send an email campaign asking buyers to share videos

3: Social media shoutouts

How brands are doing it? Modesty, a clothing store, makes packages and thank-you notes so appealing that customers love to share them

How to get them?

· Create shareable moments by creative packaging, adding personalized notes, etc.

· Tie up with influencers

· Add a gratitude note along with discount coupons as an incentive

As the saying goes, you don’t get what you don’t ask for. Buyers may still fail to review your product. In that case, EMAILS act as a nudge mechanism that sends reminders and offers.

Lesser friction -> more conversion

Hence, reduce the number of steps to submission of follow-up emails so they can see and share their review with their social networks. For example, Allround gets 28% of feedback responses with Mailmodo’s AMP emails. ( Case study on allround)

Below is how the feedback email flow looks like

For more tips to improve your e-commerce store’s conversion rate, Enroll here for Mailmodo’s CRO school.