In the previous article, we discussed some of the key factors that can contribute to a successful e-commerce website, such as SSL certificates, industry accreditations, and refund policies. In this article, we’ll focus on another important element that can help increase conversions and build trust with potential customers: social proof and trusted reviews. With so many options available to consumers today, social proof can be a powerful tool for e-commerce businesses to differentiate themselves from competitors and establish credibility in the eyes of their target audience. Let’s take a closer look at how social proof can be leveraged effectively to improve conversion rates and drive sales.
Social Proof and trusted reviews
Introduction: When it comes to increasing conversions and sales on the checkout page, building trust with customers is key, and displaying social proof can be a powerful tool in achieving this goal.
Elements:
a. Relevant and credible social proof
b. Strategic placement of social proof
c. Authentic customer testimonials and reviews
Solutions and suggestions:
Do you show social proof to build trust and loyalty?
Including social media proof such as the number of likes on Facebook, shares on Twitter, and other social media platforms can help establish your website’s credibility and legitimacy. However, it’s important to ensure that the social media proof displayed is genuine and authentic. A comprehensive solution to building trust in e-commerce websites to create a positive and trustworthy user experience, should include a combination of three items:
- Social media proof
- Customer reviews
- Testimonials
Today, one of the most effective solutions is displaying social media proof, however, displaying fake social media proof can have the opposite effect and damage your website’s reputation. When presenting social media proof, it is important to take the following factors into consideration:
- Using social media widgets that display real-time social media activity and engagement.
- Incorporating customer reviews and testimonials can further build trust and credibility with potential customers.
A good example from Tesalate website:
Tesalate.com, which is a sand free beach towel, displays customer reviews and ratings prominently on their website, including the number of total reviews and different filters for reviews. By using social proof and offering a low-risk way for customers to try their products, Tesalate has built a loyal following of satisfied customers.
Do you only show social media counters if they are something to brag about?
Social media counters can be an effective tool for building trust, but only if they are used correctly. It is important to remember that social media counters are not always an accurate reflection of a business’s credibility or popularity. Instead, it’s best to focus on displaying social proof that is relevant to your audience. For example, customer reviews or testimonials can be more effective at building trust than simply showcasing social media follower counts.
Additionally, it’s important to be honest about social media counters and not inflate them with fake or purchased followers. Ultimately, the goal should be to display social proof that accurately represents your business and helps to build trust with your audience.
A good example from Smiirl website:
On the smiirl.com website, social media testimonials are displayed prominently on their homepage, including users’ feedback and their social media (facebook and Instagram) usernames.
Do you display social proof next to CTAs?
Displaying social proof next to CTAs (Calls-to-Action) can be a powerful way to build trust and increase conversions on an e-commerce website. When potential customers see that others have already trusted a product or service, they may be more likely to follow suit. However, it’s important to be honest and transparent when using social proof. If the statement is not true or accurate, it can actually harm trust and credibility. Additionally, it’s best to keep the social proof statement relevant to the specific CTA and ensure it aligns with the overall message and branding of the website.
A good example from Airbnb Website:
The Airbnb website, which is a booking platform, not only displays customer reviews on each accommodation unit page right next to the main CTA button, but also shows the number of reviews, the average rating, and the average rate of different factors like cleanness, location, etc. on the page.
If using Google Checkout, do you enable reviews to build a rating in Google?
Using Google Checkout and enabling customer reviews can be a powerful way for e-commerce websites to build trust and credibility with potential customers.
For enabling reviews you can consider notes below:
- Encouraging customers to leave feedback after making a purchase
- Responding to reviews promptly and professionally
- Regularly monitoring and addressing negative reviews
- Integrate a review platform with Google Checkout, such as Yotpo or Trustpilotwhich can automate the review collection process
By enabling customer reviews and building a rating in Google, e-commerce websites can demonstrate their commitment to customer satisfaction and build trust with potential customers who may be hesitant to make a purchase.
A good example from Conns Cameras:
Conns Cameras website displays customer reviews on Google Checkout and interacts with customers by replying and liking their reviews.
Do you use good reviews, but not cherry-picked, and use star icons rather than plain testimonials?
It is important to use good reviews that are not cherry-picked and to present them in a way that is transparent and credible. For displaying reviews:
- Display a mix of positive and negative reviews
- Respond to all reviews in a professional and timely manner
- Use star ratings instead of plain testimonials
Star ratings are a recognizable and easily understandable way for customers to gauge the quality of a product or service, and they can help build trust with potential customers.
For displaying customer reviews with star ratings you can integrate a review platform with the e-commerce website, such as Trustpilot or Yotpo, which can automate the review collection process and display star ratings in a visually appealing and credible way.
Do you include testimonials with real names, titles, and images if available (never use stock photos)?
One of the best ways of using testimonials include using real people and avoiding stock photos, displaying the person’s name and title, and including a photo of the person if available. By using real people and providing context about who they are and what they do, e-commerce websites can demonstrate their commitment to transparency and build trust with potential customers.
A solution to using real testimonials is to reach out to satisfied customers and request permission to use their name, title, and photo on the website. E-commerce websites can also make it easy for customers to leave feedback and include a section for customer testimonials on the website.
A good example from Kissmetrics:
Kissmetrics which is a well-known analytics and marketing automation platform, displays customers testimonials including their high quality photos, name and jobs.
Certificates, Guarantees, and Qualifications
Do you clearly explain certificates, guarantees, qualifications (unless very obvious)?
Clearly explaining certificates, guarantees, and qualifications on an e-commerce website is essential for building trust through website design and user experience. However it should be considered that unless the certificates or qualifications are immediately obvious to the users, it is crucial to provide clear and concise explanations. For example, if a product has a certification for being organic or cruelty-free, it is important to explain the standards and criteria behind that certification. This can be achieved by methods below:
- Including informative descriptions or tooltips that detail the significance of the certifications, guarantees, or qualifications displayed.
- Providing transparent explanations, you demonstrate your commitment to accountability, reliability, and customer satisfaction, thus building trust with potential buyers.
- It is also beneficial to display relevant logos or trust symbols associated with the certificates or qualifications, reinforcing credibility and providing visual cues that users can easily recognize and trust.
A good example from Teva Website:
A great example of an e-commerce website that clearly explains certificates, guarantees, and qualifications is teva.com. On their product pages, Teva provides detailed information about certifications and features of products such as eco-friendly features.
Conclusion:
To sum up, social proof and trusted reviews are essential elements for any successful e-commerce website. By showcasing relevant and credible social proof, strategically placing it on key pages, and including authentic customer testimonials and reviews, businesses can increase trust, build credibility, and ultimately improve their conversion rates. In our next article, we’ll delve deeper into the topic of trust by discussing the benefits of third-party trust seals and logos. These trust signals can further enhance your website’s credibility and reassure customers that they can safely and confidently make purchases on your site.