What Is Social Proof? 7 Ways to Use It for High-Converting Landing Pages

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Landing pages are standalone web pages that your visitors can land on after clicking on an email, ad or website.

Landing pages are easy to create because the only thing you need is an idea that will make your product attractive and a good landing page builder, either a built-in builder like Pardot, or a third-party too, like Elementor.

However, an attractive landing page isn’t always enough, since it should make visitors complete lead capture forms that will convert them into leads.

Equipping your landing pages with social proof is one of the simplest and most effective ways to capture leads and bring your conversion rate through the roof. This post will define what social proof is, the evidence that it works, and some examples to inspire you.

What is Social Proof?

Social proof is a digital form of word-of-mouth marketing that influences people to do something “cool” that their peers have already done.

The power of social proof is immeasurable if you think that potential customers have nothing more than stranger reviews to rely on when they find a new product.

And since 91% of consumers trusting online reviews as much as a personal recommendation, it’s no wonder why social proof is employed by numerous brands worldwide.

By using social proof on your landing pages you can effectively enhance the success of your lead capture forms that will result in expanding your customer margin and increase revenue.

So, when you finally create a landing page you should keep in mind that customers want to see the reason why they should buy your product and not your competitors’.

Now Let’s See How to ‘Social Proof’ Your Landing Pages Effectively

1. Customer Logos

Customer logos are usually found at the bottom of a landing page and are there to show your visitor customers who have already tried a product or service.

Using big brand names, which your customers consider reliable, will influence them to convert.

Marketers shouldn’t try to persuade their audience through their personal experience, but promote the idea that everyone else buys and loves your product.

This strategy will make your prospects want to follow the crowd and, eventually, turn them into lead generation.

You can see how customer logos look like on Trello’s landing page below.

2. Average rating Scores

Ratings and reviews are a good way to let your customers see the benefits of your product.

Ratings, in this case, can be extremely powerful since not all customers will read lengthy customer reviews.

The best way to use ratings is to place your average rating score as Mayflower did on their landing page.

As research shows, 94% of all purchases online have an average of 4 stars and above, whereas 5-star products can have more.

So, looking at how many stars the product was able to land can be a decisive factor that will determine your click-through and conversion rate.

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3.Trust Seals

Security should be a top priority when it comes to providing your landing page with sensitive user information.

It is only natural that visitors are usually encouraged to share their information when they know that their details are not going to get stolen or leaked online.

To avoid losing prospects you should consider displaying trust seals that will not only reassure your visitors that their information is safe, but they will also help you increase your conversion rate.

For, example, trust seals like the ones displayed on Salesforce’s landing page can boost engagement confidence.

4. Testimonials

Testimonials can tell short stories and describe a user’s experience with your product.

The more authentic a testimonial is, the more it will influence your visitor’s decision to click on your CTA and acquire your product.

Testimonials are exceptionally effective when they are accompanied by photos and titles that will make them less impersonal and more relatable.

For example, let’s see Lurn’s testimonials.

 

By having authentic and relatable testimonials strategically placed below the CTA, Lurn influences their prospects to change their lives through their service with a simple click.

5. Media logos

Showing your visitors that your product or service has been featured in the media can instantly give it a huge boost when it comes to credibility.

Mentions from magazines, TV programs, and interviews will give your visitors the impression that you are a credible source they can trust.

Using CNN and The NY Times as FreshBooks did on their landing page will give your page authority and reliability.

6. Celebrity endorsements

Celebrity endorsements can make your conversion rates go up regardless of the influencing level of your celebrity.

World-famous celebrities will definitely bring you higher rates than smaller influencers with thousands of followers.

However, if you already have paid ads in your arsenal, you should consider your budget first.

Nike is a prime example of a company utilizing celebrity branding in their campaigns to boost their conversion rate and expand their target audience.

7. Customer Count

A customer count displaying the number of people using your product is another way to give your landing page credibility.

Since people tend to be influenced by number psychology, displaying your number of trusted customers will help your visitors understand that your brand has a satisfied loyal audience.

For instance, Shopify uses the number of their trusted businesses to show how they have already helped almost one million brands.

Summary

Equipping your landing pages with social proof is one of the simplest and most effective ways to capture leads and bring your conversion rate through the roof. This post has taught you all about what social proof is, the evidence that it works, and some examples to inspire you.

Aside from Social Proof, there are other elements you should consider for your landing pages, check this post out: 5 Key Elements for Effective Pardot Landing Pages

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