The Power of Social Proof in Conversion Rate Optimization
When it comes to motivating users to click the “purchase” button, few things are more effective than tangible evidence that a product or service truly works. This is where social proof comes in – a crucial conversion rate optimization (CRO) tactic that UX designers can leverage to build trust and credibility with their target audience.
What is Social Proof and Why Does it Matter?
Social proof is any form of external validation that a particular product or service is trustworthy and valuable. It can take many forms, including testimonials, ratings and reviews, case studies, certifications and awards, client lists, and press mentions. By incorporating social proof into their designs, UX designers can establish authority over competitive solutions, communicate their value in an authentic and non-salesy way, and ultimately drive conversions.
Types of Social Proof with Examples
There are various types of social proof, each with its own unique benefits and applications. Let’s dive deeper into each category and explore some inspiring examples from reputable companies.
Testimonials
A testimonial is a curated reference from a customer that highlights the value and trustworthiness of a product. ProductLed Growth Certificate, Justin Welsh’s course page, and Proactiv’s interactive graphic testimonials are all excellent examples of how to effectively use testimonials to build trust and credibility.
Ratings and Reviews
Ratings and reviews are a widespread type of social proof that can establish trust and credibility, regardless of the type of offering. The Software House, Flashbay, Huel, Airbnb, and Shef are all companies that have successfully leveraged ratings and reviews to drive conversions.
Case Studies
Case studies tell a more detailed story of how a product or service helped others achieve their outcomes. El Passion, Purchasely, FutureMind, and LogRocket are all companies that have used case studies to showcase their value and credibility.
Certifications and Awards
Accredited certifications, awards, and partnerships can be a powerful selling point, especially if a company offers specialized services requiring a niche skillset. ClickIT and SmartSites are two companies that have effectively used certifications and awards to establish credibility.
Client Lists
Sometimes, simply sharing who a company works with can be enough to establish credibility. N-iX, Netguru, ClickUp, and Workday are all companies that have successfully used client lists to build trust and credibility.
Press
Positive press mentions can be a powerful social proof element, especially for high-ticket products. Workday and Miro are two companies that have effectively used press mentions to establish credibility and reinforce their value proposition.
How to Gather Social Proof Content as a UX Designer
Gathering social proof content is a crucial step in incorporating it into a design. UX designers can gather social proof by:
- Reaching out to sales and account management teams for testimonials
- Collaborating with marketing teams to write case studies
- Identifying and showcasing certificates and awards
- Confirming client lists with sales or marketing teams
- Googling press mentions and collaborating with marketing and communications teams to create a dedicated page section
By incorporating social proof into their designs, UX designers can drive business metrics, establish trust and credibility, and ultimately create a more compelling user experience.