When it comes to ecommerce, one of the most important aspects to consider is social proof. Social proof, also known as informational social influence, is a psychological phenomenon where individuals ascertain their behavior, opinions or beliefs based on what others in their immediate environment are doing or saying. It’s the same kind of idea that drives people to buy things they don’t need just because everyone else is buying them.
Social proof has become increasingly important in ecommerce due to its ability to help convert customers and build trust. When potential customers see other shoppers who have already purchased a product – or people recommending it – they are more likely to make a purchase themselves. This is why nearly all ecommerce stores incorporate some type of social proof into their websites: customer reviews, ratings, testimonials, product recommendations from influencers, etc.
Not only does social proof help increase conversions, but it also plays an important role in website UX (user experience) design. User experience design refers to how users interact with and navigate through an online space; user experience designers strive to create an optimal user journey that encourages customers to stay longer and explore further on the site. For example, according to research conducted by Nielsen Norman Group, more than 90% of users look for product ratings before making a purchase decision – meaning if you don’t have ratings, potential customers won’t be able to make an informed decision about your products. Without ratings, customers may be less likely to spend time browsing your store and could potentially leave your site after viewing only one page.
Social proof also goes hand-in-hand with UGC (User Generated Content). UGC involves any type of content created by consumers that can be used as marketing material such as reviews & testimonials, photographs and videos shared on social media platforms or embedded into webpages and emails. UGC adds another layer of credibility and authenticity for potential customers who might not take the word of companies at face value; UGC allows them to get more insight into real experiences from real people which can give them more confidence in making purchase decisions from your store.
Social proof plays an integral role in driving sales on ecommerce sites through both increasing conversion rates and improving website UX design by providing essential information for potential customers when making their purchasing decisions. Its relationship with UGC helps add credibility and authenticity needed for potential buyers; this ultimately contributes towards higher customer satisfaction rates which will lead to increased sales for businesses in the long run.
