How you can convert visitors to your website faster into buyers with social proof You probably (re) know the statistics, at least 95% of the visitors to your website only come to watch, watch and not buy. Now, buying does not always have to be the goal, but if potential customers come to your website you naturally want them to choose you. A very important aspect is social proof. One of the 6 principles that Robert Cialdini describes in his classic: influence . We would like to make a good choice. Can this club be trusted? Do they really deliver quality? Am I spending my money well here? They are more expensive than others, but they seem better? Is that really true? People do consciously, but more often unconsciously, whatever other people do. A nice and fast website with fresh blogs, well-designed social media channels with appropriate content and the party can begin. Or not? In this blog you will find an overview of 8 social proof formats that help visitors to your website really choose you. 1) Testimonials: what do others think? If you read ‘Others found this on a website’ and you recognize yourself in the people and the stories, that helps to reduce uncertainty and make a choice. Tip: do not limit yourself to 3 testimonials, but provide different descriptions so that your visitors recognize their own question or situation or uncertainty. Also read: How do I get good testimonials 2) Reviews A review initially resembles a testimonial, with one important difference: reviews are not managed by yourself, but by an external site. Google and Facebook are well-known examples. But you also have various industry-specific sites such as Fork and Tripadvisor . The reviews on such sites are often easy to link to your own site. Tip: do you want to give your testimonials extra evidence? Then use reviews from independent external platforms. 3) Case studies On many B2B websites, the cases are the most read parts of the website. Tell on your website what projects you have done, how you have done it and with what result. Do not forget to add new cases regularly, you do not want to show that since the launch of the new website you have actually done nothing worthwhile. Tip : do not tell yourself how good you are (or think you are), but use one or more quotes from your customer about how he experiences the collaboration. Too busy for writing good cases? The quality and curiosity of an external copywriter helps to write good cases. Read more about having your case studies written . 4) Quality marks, certificates, nominations and awards Show it to the people! A classic in the socialproof theory: Show that you are certified for X or nominated for Y. Of course, you can exaggerate and not every label or certificate is equally valuable. But suppose you have to choose between two comparable travel companies, then the one that is affiliated with a guarantee fund is probably preferred. Tip : nominated for an award or prize? Do not wait until you know if you have won it. Share the nomination with enthusiasm. Then if you really win, it can only get better. 5) Media mentions Are you in a newspaper, magazine or trade magazine? Or have you been interviewed by a radio station or for a well-known podcast? Report it on your site. At least with a logo. Also consider a small quote and a reference to the original. Tip : of course you quote the most positive part. 6) Responses Have a good blog posted on your site? Of course you want as many people as possible to read your blog and so you also share it via relevant social media channels. Only a small percentage of the readers respond, but that helps! If these commenters find your blog interesting, recognize it, give a compliment or ask a good additional question, that is also social proof. You can receive responses through various channels. One responds under your blog, the other under your Facebook post with a link to your blog and the other under the LinkedIn article wherever you have placed the blog. Tip : share relevant responses on one channel and on other channels. For example, by giving a short summary under your blog and referring to social people again. 7) Figures don’t lie Figures also help to strengthen your social evidence. Since 1972 or more than 15 years of experience Active in 35 countries 4580 people preceded you More than 1000 copies sold Tip : avoid the ‘Booking.com feeling’. 12 visitors are looking now, last booked 1 hour ago, average score with families with children who are also from the Netherlands: 9.5 and – oh yes – only 1 available. 8) Content created by your customer Described as beautifully in English as user-generated content. No, no interview with a customer and also no before and after photos by a professional photographer. But content really made by the customer. Authentic. (Sincerely. Pure. You usually see such content passing by on social media. Monitor in your name, follow your customers and see if you can possibly promote your own hashtag. An example: Amsterdam’s Mokumbootje can be seen a lot on Instagram because people really enjoy sharing a day with friends, a beer and wine on the Amsterdam canals. #mokumboot. With those smiling faces and the sun in the backdrop of the Amsterdam canals, very nice (and free) social proof! Tip : does a customer send an enthusiastic response via, for example, WhatsApp or a closed environment? Do not hesitate and ask permission to also use the content on your website and social channels. Bonus: don’t forget your newsletter It does not help directly to make buyers of your viewers, but it does give viewers the option to register. After visiting your website, they will receive your newsletter on a regular basis, with of course sufficient social proof to tempt them to become a buyer. Did you know that CopyRobin copywriters can also help you with the creation of a newsletter? Read here how Let’s block ads! (Why?)

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