Social Proof

Social Proof, in a marketing context, is evidence that other people have purchased and found value in a product or service offered through Digital Experience Personalization. Social Proof messaging is a powerful way to influence customers by providing real-time product popularity data as an additional data point to help improve conversion rates.

Digital Experience Personalization provides Social Proof as a standalone module that helps users target, design, configure, and publish Social Proof campaigns. Multiple variations of a campaign can be created to evaluate their performance across different audience segments and traffic allocations.

Enabling Social Proof Campaigns

Social Proof enables the client site to deliver real-time messaging to customers, helping them make informed purchase decisions. The messaging can display real-time activity, such as how many customers are currently viewing a product, how many customers have added it to their cart, how many customers have purchased it within a specified time period, and other relevant product activity.

To enable Social Proof campaigns on the client site, you need to load the client.js script and add the required Digital Experience Personalization variables on the client site. Data such as the number of views, add-to-cart events, purchases, and inventory levels, is available through the Social Proof API for products displayed on the client site.

Benefits of Social Proof

In the modern marketing strategy, social proof is used to build trust with prospects and increase sales. This proof can come in many formats, including customer interests and reviews, testimonials, influencers, endorsement, etc. Social proof uses these evidences and attains the following benefits:

• Improved Conversion Rates: Social proof works as the powerful psychological factor and proof-based marketing, founded on the idea that proof sells, not promises. Social proof is a great item to test across your site and on your landing pages to improve conversion rates.

• Build Trust: Another benefit of social proof is that it can help in building trust. Trust is one of the key factors in converting customers online. Showing potential customers that a business has many satisfied customers through testimonials and user reviews helps build trust that a business is legitimate and trustworthy.

• Customer Engagement: Customers are more likely to engage in an action if other people are doing it. For example, if over two million people have purchased a product and enjoyed it, the crowd dictates that you are likely to enjoy the product too.

• A/B Testing: An effective way to test different placements of social proof is through A/B testing. In A/B testing, two different variations of the same page are compared against each other and statistical data is used to determine which variation of the page has a statistically significant difference in conversion rate.