The power of social proof

Social proof, also known as informational social influence, is the idea that people are more likely to trust the actions and opinions of others when making a decision. The impact of social proof has been well documented in psychology research and is powerful in influencing human behaviour.

Online customer reviews and ratings the most important form of social proof. When consumers are considering purchase of a product or using a service, they can often turn to online reviews to see what customers have to say about their experience. When potential customers see a large number of positive reviews it can be hugely influential when deciding to make a purchase, while negative reviews can discourage consumers from becoming a customer.

Statistics on the power of social proof

• Most buyers require at least 40 online reviews before believing a business’ star rating.
• 88% of consumers trust Google reviews as much as personal recommendations.
• Testimonials can increase conversions on webpages by 34%.

Social proof is a powerful tool that can significantly influence the decisions we make. Business that utilise the use of social proof can result in an increase in both sales and the acquisition of new customers. Being aware of the influence of social proof can help consumers make more informed decisions and avoid being swayed by the actions of others.