What is the first thing each of us does before buying our object of desire? After choosing the shoes, coat, evening dress, smartphone, tablet, hotel or B&B closest to our tastes, we quickly review the reviews of other buyers to understand if the object or destination in question was be positive. option for other clients as well.
It is impossible to deny it: it is a widely consolidated practice, which almost no one gives up and which involves practically everything, from the latest generation devices to clothing, including accommodation establishments or restaurants where we immediately consult Google My Business. Generally, human beings tend to trust the judgment of their peers: this practice, which is called social proof, in Italian social proof. And that is precisely why online reviews have become vitally important for any company, since they are capable of building a large part of a brand's reputation.
The numbers also show us the value of social proof.
Research conducted in 2014 by a group of web analysts in collaboration with Google showed that almost 88% of users check reviews regularly. Present on several sites and e-commerce before deciding whether or not to buy a product. The reliability of a brand increasingly depends on the judgment that users make about its products and services, so much so that each year this trend continues to grow unstoppably. Not to mention the fact that there are tons of websites that have made their fortune off of reviews, including Tripadvisor, Foursquare, and Yelp. But in addition to the stars of the different restaurants and hotels, other factors also count, such as the likes of the Facebook pages, the accumulated retweets of the publications on Twitter, the hearts collected from the photos on Instagram and the reviews on the greeting cards. Google My Business.. It is thanks to these parameters that we try to browse impressions and get a more or less precise idea of the goodness of an item for sale rather than an archaeological site, a company, a home service. Raise your hand if you haven't enjoyed at least once reading the merciless comments of the many users who give their opinion with the poisoned tooth on TripAdvisor or Facebook. In short, social proof is the phase that almost systematically precedes the actual purchase. However, there are different types of social proof: here are the most used by brands.
Expert social proof
These are probably the most realistic and credible testimonials, as they are published by real experts in the sector.
They are generally used by companies active in the fields of beauty, fitness or catering, to guarantee the authenticity or effectiveness of the service or product.
These reviews are essential for building a brand's authority and are often provided by so-called influencers, who do so because they are paid or simply because they are really enthusiastic about the services provided by the company in question. This is the most appreciated and widespread type of social proof among large companies belonging to the fashion and luxury sector, a field in which famous testimonials can really make a difference in terms of authority, but also profits.
Some examples? Recently, celebrities and fashion bloggers of the caliber of Chiara Ferragni, Mariano Di Vaio and many others have endorsed so many famous brands, suddenly increasing conversions and revenue. Suffice it to say that Chiara Ferragni on Instagram is followed by more than 9 million people, with an average of almost 6 posts per day. Each post averages around 208,000 likes and 950 comments.
User Social Proof
The testimonials left by ordinary users are the most direct and spontaneous and, above all, the least manageable by brands: anyone, in fact, is free to leave the opinions they consider correct, whether positive or negative opinions.
The important thing for companies that have received negative reviews is not to delete them, avoiding defending their work in an arrogant and arrogant way, attacking the user. This is arguably the worst possible way to handle a bad review and the best way to aggravate your standing in the eyes of other network users. On the other hand, it is essential to always ask for explanations and thoroughly understand the nature of the problem, to find the best possible solution and satisfy the dissatisfied consumer. Only then can you hope that the user changes their mind and buys from your site again.
Social proof of crowds
The English expression » wisdom of the crowd indicates generalized feedback, or an opinion common to a large portion of users: the consumer reads only some of the remaining individual reviews, then observes the average score of the proposed item or service. In this way, it is possible to listen to the common thoughts expressed by users, without paying attention to any particular opinion. For this reason, it is very important to always keep your average score high, so that this can benefit the credibility of the brand.
Social proof from friends
If the previous concept refers to the opinion of users, the expression wisdom from your friends refers only to one's circle of friends, or so-called social friendships: this type of social proof uses some algorithms that are already used by other platforms such as Twitter. or Facebook, which usually recommend interacting with the profiles and content that your contacts already follow.
Although at first glance it may seem like a less interesting social proof than the others, it is proven that more than 15% of new followers or followers derive from this type of suggestions.
The importance of psychology.
Online marketing is not an unknown field for psychology. Otherwise. When a site or an e-commerce is able to feed and show other users a dynamic and positive dialogue, based on its products or activities in the virtual places most frequented by its target customers, then they can have an additional tool available, useful for the growth of your business.
Reviews activate a trust mechanism
As we have seen, the opinion of one user or, better yet, of a group of users, about a product or service, can increase a company's profits, effectively pushing other consumers to choose that item. A psychological mechanism based on trust is activated, which generates a greater propensity to buy.
Social proof, therefore, has a very powerful effect, capable of convincing the user to make a purchase or at least examine an item, overcoming initial uncertainties.
How is it worth using this social proof in online marketing?
Every potential client tends to follow the example of what others are doing. If many people avoid making or buying something, then they will also find it appropriate to avoid doing so. On the other hand, if a large number of consumers decide to buy a pair of shoes instead of a new mobile phone, it will end up becoming a fashion item.
This is precisely why it is essential to include customer testimonials/reviews in your marketing strategy: showing the appreciation of disinterested people is undoubtedly an important added value.
How to post customer reviews on your site?
Publishing opinions systematically and giving them adequate visibility can make a difference and lead the reader to one choice or another. Those who manage a company's site should place them on the home page or a landing page where ads land. Inserting elements here that refer to social proof can mean supporting brand activities with an immediate look. It is also possible to use a specific widget, which serves to give appropriate emphasis to this not insignificant detail. There are many tools that use graphic elements that are functional and easy to adapt to various websites, in order to show all visitors the comments obtained and with them the average rating of the site.
