Social proof is defined as “a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behaviour for a given situation”. It’s a very old persuasion tactic and one of the biggest influencers on human behaviour. It also applies to rationalising our purchase decisions. Translated into a shopper context, social proof means: “I buy or use a product based on the fact that other people buy or use it.”
Social proof is crucial for brands that exist online. In the e-commerce landscape, shoppers do not have the benefit of touch and perspective. This creates additional barriers to purchase that brand communication cannot overcome on its own. In the digital space, collating knowledge from other users can help to influence purchase decisions and enable the shopper to make more informed choices.
Embrace the power of stars
Star ratings are a standard feature of online retailing across all product categories. Originally pioneered by the likes of Amazon, they have been adopted by grocery retailers for everyday products. Today, star ratings play an integral role in the merchandising approaches of Sainsbury’s and Ocado.
After the product image and price, it’s the most important element on the page. It’s the piece of information that shoppers can scan to sense check if the decision they are making is right or not. A lack of stars raises suspicion about the product and has the power to instantly deter the shopper from trying it.
Reviews for visibility
With star ratings come reviews. Reviews actively help to give your product a better position on the digital shelf. Algorithms for retail search engines prioritise products with a high quantity of reviews. If you search for “laundry liquid” on Ocado, you will see that Persil Small & Mighty has significantly more reviews than the average in the category and always comes on top of the list. User-generated reviews become powerful content for communication and provide the shopper with a reliable reason to purchase.
Bearing in mind the importance of the star system and user reviews, there is a simple checklist to follow in order to build social proof:
• Be proactive about generating product reviews. Don’t wait for people to come to you; utilise retailer programmes (such as Vine, run by Amazon) designed to generate impartial information about the product.
• Be strategic. When getting the new product ready for launch in e-commerce, seed ratings and reviews in advance.
• Don’t be afraid of negative reviews. They give your product credibility by providing a balanced view on shopper’s experience of that product.
• Use the shopper’s voice to say what you can’t say. Consumers of your product are free from legal restrictions that apply to brand communication. Freedom of expression from consumers means their voice can make your message stronger.
• Engage influencers. Make sure the reviews you generate are relevant to your core shoppers. For example, Pampers built its own community of mums, Pampers Village, which provides them with tools to encourage conversations around its brand and products.
Justyna Pospychała is planner at Lowe Open
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