How to get the most of the social proof?

Turning social proof into a powerful tool to boost your conversion rate

We all know that we need social proof on the landing page. But what kind of proof? And how efficient can it actually be? Do we need to post testimonials provided by the real people or generic “Andy N. likes it” will do?

If you’re asking yourself these questions — you might not like the answer.

Gialdini’s experiment

If you ask “what social proof is about” anyone who is worth something in marketing will shoot a name at you: Robert Cialdini. One of the top experts in the science of persuasion, an author of the books “Influence: the psycology of persuasion” and “Pre-suasion”.

In early 2000-s he set an actual experiment to quantify the value of social proof.

He worked as a consultant with a hotel.

The goal was to convince more guests to reuse their towels. Cialdini came up with two versions of a note that was left in the room. Both based on social proof (mentioning other quests).

But the first talked about other guests of the hotel which led to 40% increase in compliance

The second referred to specifically guests of this room which resulted in 70% increase in compliance

The takeaway: precise social proof works almost x2 better than general.

How to use social proof insightfully

1. The first use-case for the social proof is quite obvious and is accepted by almost everyone now. Most companies try to place not just brands of their customers but real people on the landing page. Written and especially video testimonials work particularly well.
   Look how it is done on the landing page of Copy.ai

Social proof is very powerful being introduced through a reference to a small business or an agency and a visual of a man with a child. Also, a visual with a child represents the reference to parenting which is probably one of the main values for the…