Social proof: Why it's important & top strategies

Your customers aren't shy about sharing their opinions, so listen up: social proof is the currency of trust for online businesses.

Do you think your eCommerce product can thrive without reviews? That’s unlikely. 

How about your shiny new SaaS solution without testimonials? It’s destined to gather digital dust while competitors steal your customers.

Let's be honest: your potential customers aren't clicking "buy" without first checking for evidence that you’re trustworthy. 

According to PowerReviews’s survey, 93% of shoppers say ratings and reviews directly influence their purchase decisions.

These trust signals are more than just stars and numbers – they decide between a sale and a scroll.

User-generated content, media mentions, and case studies are also critical to establishing your brand's credibility.

Keep reading to discover the best social proof strategies to elevate your eCommerce or SaaS from obscurity to authority. 

Your competitors won’t know what hit them.

What is social proof?

Social proof is the psychological concept that people, often subconsciously, mirror the actions of others, especially when unsure of the "right" choice. 

This herd mentality comes from a deep-seated desire to align with the crowd, trusting in the collective wisdom to guide our decisions.

To understand this phenomenon, let's turn to Robert Cialdini, a renowned psychologist and marketing expert best known for his groundbreaking book "Influence: The Psychology of Persuasion." 

In it, he explains, "We view a behavior as more correct in a given situation to the degree that we see others performing it."

Essentially, Cialdini argues that encountering a new or ambiguous situation triggers an instinctive reaction to seek behavioral cues.

The more people we see engaging in a particular behavior, the more we internalize that practice as the "correct" or socially acceptable way to respond.

Types of social proof

Now, social proof manifests in various forms, and each wields its persuasive power. 

Some of the most common types include:

• Expert proof: a renowned scientist endorsing a new skincare product elevates its perceived value and trustworthiness
• Celebrity proof: athletes promoting sports drinks or actors endorsing fashion brands leverage their aspirational status to influence consumer behavior
• User proof: glowing reviews from everyday users hold immense weight in our decision-making process, particularly for online purchases
• Wisdom of the crowd: a concert with thousands of enthusiastic fans creates a sense of validation and desirability for an event or product
• Wisdom of friends: we naturally count on the opinions of people we know because we value their recommendations over generic advertising

7 authority-building social proof strategies

Explore the best strategies and examples at your disposal.

1. Reviews

Let's start with the most common one that probably popped into your head when you read "social proof." 

Reviews are the digital equivalent of asking, "So, is this thing any good?" They can be the difference between a full shopping cart and an abandoned browsing session.

Amazon didn't build its empire on flashy ads or clever marketing slogans.

The business built it on a foundation of customer reviews. 

Visit almost any product page on Amazon, and they’ll greet you with star ratings, detailed reviews, and even user-generated photos and videos. 

This wealth of information gives shoppers the confidence to click "Add to Cart" because they're hearing it from real people who have been there, bought that.

And the stats are staggering. PowerReviews' 2023 Ratings & Reviews Report: Amazon Edition reveals a whopping 91% of consumers check reviews when shopping online.

‍No reviews? No sale – that's the reality for nearly half (45%) of consumers.

And for first-time buyers? A flood of recent, positive reviews is critical for 71%.

💡 Pro tips for unlocking the power of reviews:

• Seamless experience: make it ridiculously easy for customers to leave reviews on your product pages
• Cast a wide net: pull in reviews from trusted third-party platforms like Google, Yelp, and industry-specific sites (for example, G2 and Capterra for SaaS tools)
• Engage with customers: respond publicly to reviews (yes, even the negative ones). Show customers you're listening
• SEO boost: implement review schema markup to make those shiny star ratings pop in search results

Do you want to learn more about boosting your online visibility? Check out our guide on eCommerce SEO strategies and unlock the power of organic search.

2. Testimonials 

Testimonials sit in a sweet spot between the brevity of reviews and the depth of case studies. They offer a more personal touch than a star rating, allowing customers to share their unique experiences in their own words while still being concise and digestible.

Now, some people might argue that testimonials are mini-case studies or glorified reviews, and they wouldn't be wrong. 

But in the end, it's about finding the format that resonates most with your audience.

Take Agorapulse, a social media management tool, as a prime example of effectively leveraging customer testimonials. Its customer page goes beyond generic endorsements by showcasing a diverse range of real customer experiences. 

Each testimonial features the customer's photo and full name, adding a layer of authenticity and credibility that resonates with potential buyers.

💡 Pro tips for using testimonials:

• Website integration: feature testimonials on your homepage, product pages, landing pages, and even at checkout to alleviate last-minute doubts
• Visual appeal: use headshots, brand logos, or even short video testimonials to make them more engaging and credible
• Storytelling: encourage customers to share their unique stories – how your product solved a specific problem or improved their lives
• Testimonial request strategy: use post-purchase email templates, customer surveys, or even offer incentives for sharing their experiences

3. Case studies

While testimonials offer quick endorsements and reviews provide valuable feedback, case studies are your opportunity to showcase the tangible impact of your product or service with in-depth analysis and data-backed results as social proof.

For example, Zendesk goes beyond mentioning happy customers; they showcase the real-world impact of their platform with case studies. 

The company's customer stories page features various businesses, from airlines to healthcare providers, sharing how Zendesk’s platform helped them achieve specific goals.

💡 Pro tips for crafting compelling case studies:

• Target specific pain points: craft case studies that address the unique challenges faced by different customer segments
• Quantifiable results: focus on data and metrics to demonstrate the value and ROI your product or service delivers
• Variety of formats: experiment with different formats to keep your case studies engaging – written case studies, video testimonials, downloadable PDFs, even interactive infographics
• Strategic promotion: feature case studies on your website and share them in email campaigns

And since we're all about practicing what we preach, here's a peek behind the curtain: download our case study on Love & Pebble and see how this beauty eCommerce brand unlocked growth with revenue-based financing.

4. User-generated content

User-generated content (UGC) is the goldmine of authentic marketing. It's content created by your customers – photos, videos, social media posts – that features their real-life experiences with your brand.

And this social proof strategy is incredibly persuasive. 

A study by the agency EnTribe found that 86% of consumers are more inclined to trust a brand that publishes user-generated content than influencer marketing.

Take Article, an online furniture brand known for its chic, Scandinavian-inspired designs. Without traditional showrooms, the company relies on UGC to bring its products to life. 

The marketing team integrated customer photos onto product pages to show how people are styling their home furniture.

However, Article furthers this strategy with a dedicated, shoppable inspiration gallery overflowing with UGC. As a result, customers can see how different pieces would look in their own spaces.

💡 Pro tips for unleashing the power of UGC:

• Spark creativity: run contests, challenges, or hashtag campaigns to encourage customers to create and share their experiences
• Amplify the awesome: re-share, repost, and give those UGC masterpieces the spotlight they deserve across your social channels
• Permission is key: always request permission before using customer content. Give credit where credit is due
• Show your appreciation: consider offering incentives or recognition to customers who create exceptional UGC

Why not harness the power of UGC to maximize your Black Friday and Cyber Monday revenue? Read our BFCM planning guide for businesses.

5. Media mentions and awards

Remember those "As Seen On TV" products?

They always seemed more legit (even if they weren't) because they were featured.

‍Media mentions and awards are the digital equivalent. It's your brand earning a coveted seal of approval from respected voices and experts.

This social proof in marketing is a lifesaver for SaaS companies swimming in a sea of solutions. It convinces potential customers to click their demo button rather than the competition's.

Imagine you research AI-powered eCommerce tools. Every website promises to "boost conversions" and "outperform the competition," but then you see it – badges like "G2 Leader," "Capterra Best Value," or "As Featured in TechCrunch." That's industry-recognized validation.

For example, Synthesia, an AI video generator platform, proudly displays noteworthy awards on its homepage, a testament to its industry leadership.

💡 Pro tips for leveraging awards and media mentions:

• Think niche, not only big names: get featured in industry-specific publications to resonate with your target audience
• Outmaneuver the competition: secure coverage in influential outlets your competitors haven't reached for massive exposure
• Let your awards do the talking: integrate them into sales materials for instant credibility

6. Influencer marketing

Do you want to tap into a pre-built audience that values recommendations? 

That's the power of influencer marketing. 

You're not starting from scratch; you're borrowing trust from content creators and voices your target market already follows and admires.

And the data backs it up: according to a 2024 report, The Influencer Marketing Benchmark, a whopping 85% of marketers now believe in the effectiveness of influencers.

The same report reveals a surprising yet powerful trend for you to remember: there's a strong preference for working with smaller creators. 

Nano-influencers (44%) and micro-influencers (26%) are now favored over expensive macro-influencers (17%) and celebrities (13%).

Gymshark became a fitness apparel giant by working with fitness influencers on social media platforms. 

The company partnered with creators who resonated with its target audience, tapping into new growth opportunities on TikTok, Instagram, and other platforms. 

This strategy led to authentic endorsements and massive brand growth.

💡 Pro tips for effective influencer marketing:

• Authentic alignment: partner with influencers whose values, audience, and content style align with your brand identity and target market
• Clear objectives: define specific, measurable goals for your influencer collaborations. Are you aiming for brand awareness, website traffic, lead generation, or direct sales?
• Transparency and disclosure: maintain transparency by disclosing influencer partnerships and sponsored content

Do you need a little budget to bring those influencer collaborations to life? Fund your five-star vision – apply for revenue-based financing today.

7. Data and statistics

A data-driven approach uses concrete numbers and statistics to expose your brand's popularity, reach, and impact. These figures provide evidence of your success and can be an excellent tool for building credibility.

Say you're running an online clothing store and notice that a particular dress has become a best-seller.

Instead of letting it sit there, why not highlight its popularity? 

This tactic leverages a classic principle of eCommerce social proof: showcasing demand to entice potential buyers.

A simple statement like "Over 500 sold" placed next to the dress catches the eye and establishes it as a customer favorite.

Now, how about a real SaaS social proof example? 

Semrush, a leading SEO and marketing platform, showcases impressive figures, conveying its authority and market dominance. 

Potential customers aren't just buying software; they're joining a movement backed by millions of content marketing professionals.

💡 Pro tips for using data and statistics:

• Subscriber counts: highlight your social media follower counts or email subscriber numbers
• Website traffic: subtly reveal your website traffic or page views using tools that display real-time visitor counts to create a sense of popularity and activity
• Social sharing counts: encourage content sharing and highlight the popularity of your offerings by integrating buttons onto your product pages
• Customer milestones: celebrate significant milestones, such as reaching a certain number of customers served or products sold, to demonstrate your brand's growth and impact

Why is social proof important in marketing?

When you're about to drop your hard-earned cash on something new, are you more persuaded by a brand's crafted marketing spiel or a stranger's honest review? 

Chances are, you lean toward the latter. 

And you’re not alone.

The PowerReviews survey we’ve mentioned also found that 98% of consumers are more likely to read reviews before purchasing a new product – for good reason. 

Shoppers crave evidence; they want to know people have walked in their shoes and come out on the other side satisfied.

When doubt clouds our choices, our natural desire for validation draws us to others. 

We see their trust in a product or service, and we are inclined to follow – a classic example of the bandwagon effect.

Here's how social proof in marketing transforms your campaigns:

• Trust amplifier: let your happy customers do the talking; their authentic experiences are far more persuasive than any marketing jargon
• Risk eliminator: seeing people rave about their positive experiences gives potential customers the confidence to take the leap
• Conversion rocket fuel: the final push turns "maybe" into "take my money!"
• Loyalty magnet: when customers see their positive experiences reflected in others, it creates a sense of belonging, which fosters long-lasting loyalty

But enough talk about why it’s essential. Let's see how to use it to revolutionize your marketing results.

What is the best social proof strategy?

Social proof has probably influenced you a dozen times this week without you even realizing it. It's everywhere because it works.

Just as you wouldn't dream of buying a product without checking its reviews, your potential customers rely on the experiences and opinions of others to guide their decisions.

The catch is there's no one-size-fits-all social proof strategy. Mix it up, experiment, and see what resonates with your brand.

‍Keep it natural, keep it genuine, and most importantly, keep it credible. Nothing screams "amateur hour" louder than a desperate attempt to fake it till you make it.

But let's be real – those five-star reviews and glowing testimonials don't magically appear. Building a brand buzzing with endorsements takes more than wishful thinking; it takes investment. 

A killer product, stellar customer service, powerful marketing – it all needs fuel.

So, while you're busy building the business of your dreams, how do you keep the lights on and the momentum going?

Enter revenue-based financing with Stenn. Get your eCommerce or SaaS business funded in as little as 24 hours and use your future revenue to fuel your growth – think bigger marketing campaigns, sleeker product updates, or maybe even that office ping-pong table you've been dreaming of.

Five-star businesses deserve five-star financing. Apply now and see the difference.