Today’s internet users are savvy and experienced. They’ve visited enough websites and been exposed to enough advertising to know the difference between a quality value offering and an imitation. If you want your website to be viewed in the former light, then you need to focus on integrating social proof into your web design.
Using Social Proof in Web Design
“Social proof isn’t just an abstract psychological concept for big marketers – it’s one of only a handful of online marketing methods that works for almost any kind of business,” explains Social Proof Creative. “Social proof builds trust and increases conversions which ultimately increases revenue.”
If these sound like benefits you want, then you need to focus on the following web design tips and techniques:
- Highlight Good Press
People trust sources that they recognize. This means that even if your brand or website is unrecognizable to an individual, you can align yourself with other figures or groups that the individual does recognize in order to instill confidence. This is why you often see brands pay for relationships with celebrity endorsers.
Outside of hiring a celebrity endorser, one great way to increase trust is by highlighting good press you’ve received. You can see an example of this on the Plumfund homepage. Plumfund is a free online crowdfunding platform that was once featured on the popular television show Shark Tank. Since millions of people are familiar with the show, Plumfund includes an “As Seen on Shark Tank” badge at the top of their homepage to make visitors feel more comfortable.
- Use Customer Testimonials
For years, one of the preferred social proof strategies has been to use customer testimonials. Whether in the form of a brief video, a full written review, or a brief snippet or quote, customer testimonials help you connect your brand with customers by way of association.
Lots of brands use customer testimonials as a tool for social proof, but accounting software provider Xero is one of the best. Their customer testimonial page features high quality video testimonials with short quote previews for maximum effect. If Xero is able to drive visitors to this page, they have a pretty good chance of closing a sale.
- Reference Statistics
Some people are visual, while others prefer analytical thinking. The best way to satisfy both of these preferences is by highlighting valuable statistics from case studies. Doing so with an infographic or simple visualization will make this data even easier to digest.
While case studies aren’t necessarily cheap – you’ll have to pay for a company to produce one for you – they can be repurposed and used in multiple ways. Shopify is one of the best in this department, frequently releasing case studies like this one, which give customers a look at what’s happening after the point of purchase.
While it may not be considered a traditional social proof element, FOMO marketing techniques work well in conjunction with things like case studies, testimonials, and trust badges.
Also known as “fear of missing out,” FOMO leverages the human tendency to want something more when there’s a possibility of missing out. You’ll see this a lot on Amazon listings, where it’ll say something like, “Want it by tomorrow? Order within the next 1 hour and 30 minutes.” This gentle nudge can increase conversions.
Unlocking the Power of Social Proof
When it comes to modern web design, there’s a lot to remember. From the color scheme and layout to navigation and content, it’s easy to get wrapped up in the details. However, it’s imperative that you don’t save social proof for last.
Always be thinking about web design in terms of how you can establish trust and increase conversions through various elements of social proof.