‘Social proof is also one of Robert Cialdini’s six principles of persuasion which maintains that people are especially likely to perform certain actions if they can relate to the people who performed the same actions before them’. So, how have or can companies integrated ‘social proof’ into their website? Can you show me some examples please? OK….here goes…
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Expert Social Proofing, such as a doctor or an academic for example. You’ve probably seen the Sensodyne Toothpaste ads over the years as a good TV example. Let’s take a look at the Sensodyne website homepage, here you go:
You’ve all seen the George Clooney coffee ads, you may recall David Beckham and Johnny Wilkinson in 2003 for , Adidas…
Or, George Clooney and John Malkovich
What about how brands use celebrity social proof on a website, here are some examples:
Isabelle Adjani on the Loreal International homepage and you can guess more to follow…https://www.loreal.com/…..A voice of conviction….
Or check out Loreal Paris and the Cannes Photos, more Celebrity Social Proofing: https://www.loreal-paris.co.uk/products/make-up/events/cannes-film-festival-2018
User social proof consists of positive feedback from actual users, typically taking the form of customer reviews and testimonials.
In simple terms a testimonials page on your website. Taking customer reviews with star rating from Google My Business, TripAdvisor, Facebook, Yelp, Amazon, or see reviews on Restaurant or Movie Review websites and embed them into your website, here are some examples:
“Wisdom of the Crowds” social proof appeals to our sense of fear of missing out…remember those queues outside night clubs when you were young?! Same principle. Online web example may include, a simple ‘BESTSELLER’ link, or ‘MOST POPULAR’ or the number of social media shares. Or take the homepage from WordPress…. notice the percentage…how can 30% of people be wrong????
In simple terms ‘wisdom of your friends’ is recommendations from ‘now’ customers who have bought a product or service and recommended the purchase to their friends. But how do companies spread the news to their friends….who may become very loyal customers?
Ever notice when you purchase an item online, the website will give you the option to tell you’re your friends via email, on social media platforms, etc. This is social proof using the ‘wisdom of your friends’. And you can embed this functionality into your website with relative ease. This ‘wisdom of your friends’ social proof tactic is regularly used when buying tickets to concerts and events, but why not other websites?
Ticketfly take it to another level, they pull customer Facebook data to show them which of their friends are attending the same events as they are. And most websites have social share buttons which allows users to easily tell their friends what they have just bought. Maybe their friend will also buy the same product or ticket???? They may be more inclined to spread the news of their purchase especially if you offer a nice financial reward!! Check out these examples:
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Post Grad Dip. User Experience (UX), Dip. International Selling, Cert. Digital Marketing, MSc. BITS