Add These 4 Key Pieces of Social Proof to Your Website Today
By Jenn Monaghan
You have a top-shelf new offer that you’re launching next week.
You might think it’s the best offer your team has ever developed — you hired a reputable consultant, you put in the work, you tested the offer and it actually works.
Hot damn — you’re on the road to riches and you know it.
The only problem?
The rest of the world isn’t aware of just how awesome your offer is—and how could they be? You can work with the best marketing team in the biz, but until you have reviews from real customers, things might be a little quiet.
Here’s the thing: no one wants to be the first person to test out a new offer. And we get it — being the guinea pig is risky.
This is where social proof comes into play. The concept of social proof is simple: it’s about showing your audience that your offer will work for them — by showing that it’s worked for other people who are just like them.
‘If it worked for them…and they’re just like me…It’ll probably work for me too.’
Once you start collecting social proof, it’s time to share it with the world — or at least on your website.
We’re sharing four key pieces of social proof that you can add to your website, your sales page, or your product page. When potential customers land on your page, that social proof is sittin’ there waiting for ‘em.
Just like that, your customers’ stories are working their magic on your behalf.
What are some of the common objections that your offer experiences?
“I’m worried that it’s going to be a waste of money.”
“I don’t think it’ll work for me.”
“I’m not sure I’ll have the time to finish it.”
These are common objections for a reason — they’re fears, worries, and hesitations that a fair number of your buyers experience. If they’re not properly addressed, your soon-to-be buyer just might turn the other way.
One of the best ways to combat these common objections is to share the real-life stories of your buyers.
You want to illustrate a story of a handful of your buyers who had the same initial fears. After purchasing your offer, their fears were abandoned and your offer actually worked for them.
If you back up these too-good-to-be-true claims about your offer, your customers are going to feel more secure making the purchase. Suddenly, those what-if hesitations become a smaller barrier in the purchasing decision.
Does your offer actually accomplish what it’s supposed to accomplish?
If you’re making a serious claim about your offer, you’ll want to provide a real-life example to back it up. If not, your offer might appear too good to be true to potential buyers.
For every big claim that you make, try to include a screenshot or a story from a client for support. Let's point to an example:
“I was hesitant to purchase this pore refiner because nothing has ever worked for me before. I was pleasantly surprised to see my pores visibly reduced in only the first two weeks!”
This is a fast and simple way to show prospective buyers how your offer really helped that one person. Most people will see themselves in the story and better envision your offer in their own life.
We all know that most offers will work for some people.
But how do we know if it’ll work for us specifically — we all have individual needs, characteristics, traits, and desires that will produce varying results.
Unless we see someone like us have success with the offer, we’re likely to remain skeptical. The thing is, reading a glowing review from someone entirely opposite to ourselves isn’t going to be helpful. In some cases, it might even turn us off the offer altogether.
We need to see glowing reviews from people like us. This is why showcasing multiple use cases on your website is critical. Show your audience that your offer can and has worked for a variable audience, not just one type of person.
Reasons for purchase
What made your buyers want to purchase your offer in the first place?
Maybe they wanted help staying on track with their fitness goals. Perhaps they needed more accountability in their quest to learn Spanish. Maybe they were desperate to find an ointment that actually helped to reduce the appearance of their eczema.
What is your customers’ why?
This reason for purchasing can appeal to the ‘why do I need this’ that hesitant buyers may feel. By sharing the reasons for why, you can spark the imagination in others of the different ways that your offer can be used or leveraged.
In Instant Social Proof, we discuss the importance of collecting social proof from the very beginning of the customer journey. After someone purchases one of our offers, we reach out and ask them why they made this purchase.
Their reason for why becomes a big reason that future buyers resonate with our offer.
When they see the reason for why, they raise their hands and say ‘heck yes, that’s exactly me! How did you know what I was thinking?’
Share it with the world
Once you’ve collected your social proof, it’s time to show it off to the world.
If you don’t have an official website for your offer, you can illustrate this social proof on your sales page or even your social media page. Heck, you can even include it in your newsletters or your emails.
How you present your social proof is entirely up to you — you can share a screenshot, you can illustrate a fun visual and incorporate text, or you can keep it simple and add the text to your website in quotes.
Now it’s time to sit back and allow your audience to find their reason for ‘why’ in your customers’ stories.