Create E-commerce Credibility By Using Social Proof

How to Build Credibility In E-commerce: The Importance Of Social Proof

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The growth of e-commerce is directly proportional to the increase in competition, making the scenario challenging.

Therefore, using social proof as a strategy can lend credibility to a brand.

In the midst of so many offers and stores, the consumer is looking for elements to ensure that the product has quality and that the purchase is safe.

In fact, 43% of online shopping carts are abandoned due to a lack of trust in the store, while 39% abandon their carts due to the site’s reputation.

From this data, we can already have an idea of the importance of being reliable, and that’s where social proof comes in.

A survey shows that 97% of Americans search for the name of the store before making a purchase.

In this way, leaving the information about the products, the company’s history, and the relationships already built by your store as detailed as possible are essential elements in the virtual environment.

In this article, we will give you tips and strategies for your online store to show trust and credibility through social proof.

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What is and why is social proof important?

Social proof is nothing more than information that proves the security of an online store through customer testimonials, sales data, among other verification elements.

If experimentation is essential in physical stores, when buying online, we have an experience that requires data to guarantee a store’s reputation.

By the way, this is one of the main reasons that generates distrust and drives consumers away from e-commerce.

A recent study shows that many Americans are afraid to buy online, even with the expansion of digital commerce.

In other words, a lot of Americans still need to be convinced before making an online purchase. But this feeling is not for nothing.

The same study reports that more than 31 million scams on fake websites and pages have been identified in the last two years.

To complement, a survey by the E-commerce Quality Index (EQI) 2019 measures that 43% of consumers in the country have already received products that differ from the photos on the website.

The same document also highlights that ratings and comments influence 50% of Internet users.

Along the same lines, another survey shows that 84% of respondents say they have given up after reading the comments.

In other words: designing strategies to strengthen the digital proof of the reputation and reliability of your e-commerce is a fundamental action for its growth.

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How to build credibility in e-commerce in 9 steps

We noticed with the data presented that not transmitting confidence in the platform of an online store is a decisive factor in defining a purchase decision.

It is worth emphasizing that social proof emerges as a differentiating element in a scenario in which US e-commerce is breaking records.

On this point, a study predicts that online sales will represent 39% of retail trade by 2025.

In addition, from January to March this year, e-commerce had a turnover of $5.2 billion in sales in the US, a record when compared to previous years.

Experts project that this will be a permanent shift in consumption, and we will increasingly focus on digital purchases.

That said, the shopkeeper who wants to start a business needs to be aware of the strategies, and define a cohesive and coherent plan to achieve their results.

Below, we’ll give you tips on how to build credibility in e-commerce through the social proof strategy.

#1. Have a secure platform

Undoubtedly, the first step is to have a sales platform that passes security and credibility tests.

There are several ways to do this, and each will depend on the medium your store is hosted on. For example: Instagram, Facebook, Marketplace, etc.

Social networks are great allies in sales. Your reach, advertising tools, and direct communication are essential for an online store.

However, one of its limitations is making payments. For that, a platform with PayPal, for example, is a good way to pass on the necessary trust.

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In terms of virtual stores, investing in your own website is another important element of differentiation and social proof for your e-commerce.

At Wix, for example, you can create a free responsive online store in just 3 minutes and still count on a series of resources to grow in e-commerce.

In addition to the fluid navigation for customers, store owners have an intuitive application that allows all the management of their virtual store to be done by cell phone.

Check out other benefits that Wix offers you:

1. Set up a store with attractive usability and visual identity;
2. Count on the main e-commerce payment methods;
3. Publicize your contact channels on social networks and have integration for sales on Instagram and Facebook;
4. Have financial management tools, cash flow and bank reconciliations.

#2. Apply a consistent visual identity

The visual identity is the consumer’s first contact with your store.

Therefore, it is very important that it is always updated and in accordance with the language and values of the company.

Visitors to your page need to know the purpose and positioning concept that your e-commerce offers to the market.

This is only possible with a clear visual identity and language, objective descriptions of your company and good photos, including your profile.

Therefore, invest in posts that describe your products, behind-the-scenes reports, and testimonials that are capable of generating engagement and bringing credibility to your online store.

The key is to work with elements that can differentiate you from the competition, and show that there are real and dedicated people behind the screen of the online store.

#3. Optimize your profile on social networks.

It is extremely important that your profile on social networks is assertively optimized to obtain the expected results and strengthen your social proof.

That is, for your followers to perceive your brand as you want, it is necessary that the profile has consistency and makes a good impression.

In this sense, check that the information is up to date and with the appropriate links to meet your goals.

Through networks, your brand can also increase sales, generate more traffic to your website and mitigate doubts about your credibility.

It is also good to remember that the profile is, in fact, a showcase for your brand.

From such actions, it will be possible to generate engagement, attract customers, and expand the growth of your store.

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#4. Keep in touch with your customers

One of the biggest advantages of customer loyalty is that a loyal customer will refer your store to other consumers.

A study by the Nielsen Company shows that 83% of respondents say they have more confidence in recommending friends and family.

If a customer buys frequently from your store, it is because they trust the brand. Thus, the chances of recommending it to friends and acquaintances are great.

With this, your business will win more customers, optimize your social proof, and have a chance to increase sales.

So, reach out to these customers to boost your credibility.

As we said, one of the main social proofs is favorable testimonials from customers of your store.

With increasing competition, having real and positive testimonials for your brand is as effective as investing in paid media to attract customers.

So, whenever you can, ask your customers for some testimonials and post them on your website, social media, and other channels.

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#5. Invest in promotional and marketing actions.

As we have seen, social networks are great allies of the digital market. They can be used to attract customers or even as a direct sales channel.

But this media can add other differentiators, including:

1. Strengthening your digital marketing strategy;
2. Organic media and advertising strategies;
3. Conducting promotional actions and sweepstakes;
4. Production of content that adds value to a store;
5. Direct contact with the customer.

As we mentioned, many people seek testimonials and opinions before buying a product, and social networks are great channels in this sense.

In addition, work on other promotional strategies that can bring customers closer, generate referrals and reinforce your social proof.

Also create relevant content that brings credibility to your e-commerce marketing.

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#6. Invest in storytelling on Instagram.

Storytelling is the art of creating stories, coming from relationship marketing. This is a strategy that is based on communicating your business with your audience to reinforce your brand.

For this, you need to make “cuts” in the moments that represent you, your store, brand, etc, making it available for people who want to know more about it.

Applying the storytelling technique involves building a kind of imagination in people through narrative, or storytelling.

Therefore, adopting storytelling on Instagram is a way to generate a different connection with people and make them more engaged with the brand.

Storytelling can even be a tool to reinforce your store’s values ​​and bring a stronger identity to your business, including through customer testimonials.

This is yet another strategy that, if properly applied, can strengthen your store’s social proof.

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#7. Work with digital influencers

A digital influencer can be another interesting action given the influence he exerts on the digital market.

We are talking about people with great popularity and who have an audience that trusts their recommendations.

Thus, working with influencers to lead campaigns on their digital channels is an excellent strategy.

The influencer voice reinforces the social proof of your business by validating your products or services.

This is a so-called influencer marketing strategy—when a brand associates itself with the credibility and image of the content creator to validate itself.

It is worth pointing out: look for influencers who have some relationship with your business.

#8. Show company metrics and results

In addition to the testimony, another strong piece of social proof is the numbers.

Be it the amount of sales, the size of the customer base, or even the followers; this conveys confidence and demonstrates the strength of an e-commerce site.

So define metrics and KPIs that make sense to show the value of your business.

You know that KPIs are the Key Performance Indicators or Performance Indicators to measure whether you are getting the expected results.

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For example, if your goal is to increase brand awareness, you can use the following:

1. How many times has your company been mentioned on social media;
2. Engage your audience with your page;
3. Reach of your publications, among others.

Now, if the goal is to show sales, you can think of KPIs to evaluate the following data:

1. Number of leads generated by the social network;
2. Direct sales made through the social network, among others.

Remember, consistent numbers can support your social proof strategy to gain credibility.

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#9. Partner with other stores

Seeking partnerships can be a great way to increase brand credibility, but it must be done intelligently for social proof to work.

You can also publicize your content on other profiles that are larger and similar to yours. But, of course, it is necessary to request this partnership.

Thus, people who follow this profile will possibly be interested in your content or offers and validate your products or services.

In addition, look for allies to promote digital marketing actions or even work with shared inventory models.

Recapitulating the importance of credibility through social proof

Now that you know what to do to gain the trust of online customers, just put it into practice!

It is very important that consumers trust your online store, and that this trust is validated by good service, good relationships, and evidence that your product has quality.

Always be honest in your testimonials, try to solve problems, and do not associate your image with that of a partner or influencer that can generate negative impacts.

Finally, be sure to review all the tips given here and put into practice a consistent strategy plan.

Thus, you will undoubtedly achieve credibility in your e-commerce through social proof.

Conclusion

Well, that’s it. We’ve got to the end of our article: How to Build Credibility In E-commerce: The Importance Of Social Proof

We hope that you enjoyed reading this article and found some helpful advice from it.

Feel free to comment and share this post.
Thanks!!

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