If you walk into a store and spot a group of people eagerly picking up one particular wrap skirt from the shelves, you’ll likely feel intrigued enough to at least head over there and check what all the fuss is about. What you’ll discover is that the item might be on sale, it might be the latest collection, or it might just be a recent hype inspiring people to purchase that specific item. The shelf seems to be emptying quickly due to that interest. And you could use a new wrap skirt.
Okay, so, startups might not be in the wrap skirt business per se, but the logic of this simple psychological phenomenon applies brilliantly to the digital realm of this innovative business model. When your potential customers see a growing interest in your startup coming from their peers and others like them, they will be far more likely to subscribe, at least for a free trial.
Many startups aren’t quite sure how to tackle the social proof challenge for their online presence. Here’s a brief guide to your best practices to showcase your desirability in your market, and to quickly enhance your selling performance.
Influencer and celeb support
If you’re looking for a new pair of sneakers, are you more likely to buy the pair endorsed by Dwayne the Rock Johnson, or the pair of a random brand at the same, or similar price? We know full-well that celebrities choose only the finest for themselves, and that they wouldn’t jeopardize their own reputation by associating themselves with subpar companies. The same goes for modern-day influencers on social networks.
With their public support, your target customers will invest more interest in your brand and be far more likely to purchase and feel confident about your offers. Look for a brand ambassador that matches not just your budget, but also your industry, so that their voice has an impact that you can benefit from in the long run.
Social proof comes in many shapes and forms, and one of the simplest ways to exemplify the growing interest in your startup is by relying on a social proof tool on your website. Such a tool allows you to customize and deliver simple, but informative notifications to let your visitors know whenever someone makes a purchase or subscribes to your service.
This real-time interest is a very powerful incentive for curious customers to have that same feeling of urgency to join in and have a taste of your offers, too. It’s a perfect solution to humanize your presence and give a momentary insight into how your brand is perceived by others. This inspires greater trust and thus allows your website visitors to connect more easily to your brand and make a purchase decision without second-guessing themselves in the process.
Security and trust certifications
There are specific organizations whose main purpose is to test the credibility of any brand’s claims and give them their seal of approval – or discredit them in public. Since you have made sure that all testing is complete, you should flaunt those badges prominently on your site. Why? Because research has shown that such badges have the potential to boost conversions by 20%. Plus, 70% of customers cancel their orders if they don’t trust the business.
From showing that you are a certified business, all the way to ensuring secure digital transactions for all of your touchpoints, you need to clearly emphasize that your startup is a safe place to buy. Find agencies and relevant organizations to verify your business and make sure to keep their certifications visible across your website.
Innovation is the common denominator among startups. That means that some aspect of what you’re offering the market is new and has yet to stand the test of time as well as credibility among your customers. However, if there are experts in your field of work who have worked along your side to make the product or service perfectly functional, you can push those collaborations to the forefront and show the world that you’ve done your due diligence.
Furthermore, by giving other experts a chance to rate and review your innovation, you will provide another unbiased take on your offer. People love hearing from people who are accredited and qualified to talk about certain topics. They give reassurance and justify their decision to invest in what you’re selling.
Although these are certainly not the only examples of utilizing social proof to enhance sales, you can rest assured that these, as well as other varieties of the same principle, can be extremely effective for your bottom line. It’s about showcasing your reputation and helping people understand that your business is trustworthy. Implement social proof in your overall marketing and sales strategy, and you will have yet another growth tool at your disposal to set yourself apart in the competitive market.