Social proof psychology is natural and fundamental for human behavior. As “group animals,” we are wired to seek approval and acceptance. SP can be essential when we are hesitant regarding further steps and lack knowledge or experience. By looking at the behavior of others, we can gain information about what is expected or appropriate in a given situation and feel more confident to act.
Social proof eCommerce takes into account natural human tendency to follow others (especially meaningful people) for guidance and validation. When we see others acting in a particular way or endorsing a product/service, we make an assumption that they are more knowledgeable and follow their lead.
It is not an exhaustive list of social proof examples, but it is a good start:
As SP continues to evolve, companies find innovative ways to leverage this influence to build trust and credibility with prospects:
People follow the crowd and assume that if others are doing something or believe in something, it must be the right thing to do or believe. There are numerous cognitive biases and psychological principles in work, and you can use them to improve sales and build a versatile, loyal client base. Humans want choices to be easy and strive to be accepted by relevant groups. Combine positive reviews from meaningful “thought leaders” and product accessibility, and win this game.
It will depend on who you target and what you offer. You can’t come up with a “one-size-fits-all” solution and take a rest; you have to stay creative. For instance, using celebrities as examples can be an ever-green approach, but the next time this person says something politically incorrect, you lose the audience and fast. That is why you need to stay fluid and combine various approaches.
