Social proof, one of Cialdini's famous six pillars of influence, has become a very important part of selling given the open nature of the web.
More and more often, we look to the opinions of others and additional "signals" to evaluate our potential purchases. Perhaps this is best expressed in the rise of the online review:
- Over 70% of Americans say they look at product reviews before making a purchase.
- Nearly 63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews.
But social proof isn't as simple as slapping up a 5-star rating system on your website.
There are a few principles for social proof that marketers and entrepreneurs should never forget, and today we'll go over how they can impact your sales.