Figure 4-22. Zappos supporting the value without taking away from the product
Social proof refers to the influences that lend you credibility and authority within society; hopefully, but not necessarily, for a good reason. This phenomenon is especially important when people are not able to determine how to react to a specific person or entity, so they rely on the behavior of others to guide their actions. In many cases, your website visitors will evaluate your business based on how other people behave toward to you.
So, what are some social proof techniques that you can use on your website?
RHDJapan was serving thousands of customers internationally. We suggested that it use this as social proof to increase trust among new site visitors. Figure 4-24 shows the newly designed home page for RHD with the social proof as a main focus of the headline.
Visitors want to know they aren’t the only ones out there buying from you. If you drive by a restaurant that is buzzing, as opposed to one that has one or two cars in the parking lot, which one are you more likely to want to try? Few people would be willing to give the latter restaurant a chance. The majority will rely on the social proof of the busy restaurant—“a lot of people must love this restaurant, and I want to experience that, too.” This type of social proof appeals to the caring persona in particular. But ultimately, the majority of us have humanistic aspects to our behavior, which is why social proof is critical. If you have many clients or customers, list the exact numbers on your website and see what a difference this makes.
How many times have you seen these words on an ad or website: “As Seen In…”? If your company is mentioned on CNN, in the New York Times, or in any other industry-related or reputable media outlet, definitely mention it. This is excellent social proof, and it will gain you the trust of your visitors and future customers.
In most industries, publishing research or speaking at industry conferences gives your visitors a boost in confidence in what you have to offer.
When the Google phone came out, Google ran a number of ads featuring very well-known artists and actors using the device. This gave the new phone a ton of social proof. People want to be like celebrities. If they see a celebrity using and enjoying your product or service, you can be sure you’ve gained their trust and confidence.
For a very long time, Jessica Simpson was the face of the skin care product Proactiv. For young teens, her endorsement authenticated the product so much that it became one of the most popular skin care products on the market. Of course, Jessica Simpson was endorsing the product because Proactiv was paying her good money to be its spokesperson. Does that mean anything to young teens? Not really; as far as they’re concerned, her skin is flawless because she uses the product. Celebrity influence has a big impact on product success. Revlon, L’Oréal, and Garnier all feature celebrity spokespeople rather than no-name models to endorse their products. This type of social proof resonates well with customers who are more caring in nature.
If you have a well-known client, don’t hesitate to make that clear to visitors and prospects. Figure 4-25 shows how Google Analytics uses its list of customers as social proof for its service. Much like celebrities, if a large client trusts you, you must be a good company to work with. This type of social proof resonates well with the aggressive and logical personality types.
Social media websites, such as Twitter and Facebook, have increased in popularity over the past few years. These websites allow your business to interact with potential as well as existing customers. Having a large following on these sites can indicate how popular your business is. Placing prominently on your site the logos of sites you are involved with can lend credibility to your site. The same applies if your business has a blog with a large RSS following.
