Elevating Trust: 5 Great Examples of Social Proof in Action to Learn From

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When running a business, there's one thing you need to remember at all times: people almost always research brands and products before making purchasing decisions.

According to statistical data:

  • 77% of people 'always' or 'regularly' read reviews when browsing local businesses. 
  • 81% of consumers feel they need to trust a brand before they commit to a buying decision.
  • And finally, 88% of people trust recommendations from friends and family above all other marketing channels.

With all this in mind, it's easy to conclude that one of the best ways for businesses to drive trust, prove their credibility, and establish themselves as industry authorities is to utilize social proof.

So, if you're ready to start elevating brand trust on your website, and social media profiles, the following examples of social proof and trust-building website elements are guaranteed to give you guidance on how to get the best results.

Brand & product ratings

If you're looking for a format of social proof that requires the least amount of work but still yields excellent results, your best bet is to explore ways to display brand or product ratings.

Elevating Trust 5 Great Examples of Social Proof in Action to Learn From

Generally, consumers like an easy way to gauge the quality of products. 

A survey published by ReviewTrackers in 2022 shows that as many as 70% of people use rating filters when searching for businesses. And according to the data, most people don't trust companies with a lower than 4-star rating

So, if you're aiming to elevate trust, one super-easy way to show your audience that you have what it takes to solve their pain points is to enable and proudly display brand and product ratings.

There are multiple ways you can do this.

For instance, if you check out the Todoist homepage, you'll notice that the brand highlights the fact that it has over 300,000 reviews on Apple Store and Google Play and that it enjoys a super-positive 5-star rating.

Brand Product Ratings

Source: todoist.com

However, if you're looking for a slightly more professional approach to displaying ratings, check out how Gong does it on its homepage. 

This SaaS brand pulls average ratings from three different sources, all highly trusted in the SaaS industry.

So, by pointing out that it has received an average of 4.7 stars on G2 Crowd and Gartner and 9.3 stars on TrustRadius, Gong guarantees that the displayed social proof resonates with its target audience and effectively encourages web visitors to convert.

gong.io

Source: gong.io

Reviews & user testimonials

If you've covered the basics, you might want to take extra steps toward boosting brand trust.

And, if you're looking for a fool-proof tactic, the best choice is to enhance your business's online presence with product reviews and user testimonials.

Research shows that, in this day and age, talking about your products and the benefits you offer isn't enough to make your potential customer believe in your claims.

In fact, a 2022 report from TINT discovered that 72% of consumers consider reviews and testimonials more credible than branded messaging

And the same document uncovered that 75% of people will search for reviews and testimonials before making a purchase, meaning that it's essential for businesses to utilize this format of social proof on their distribution channels.

Now, the way you do this is entirely up to you.

For instance, if you check out the Gentler website, you'll see that this brand made a selection of relevant customer testimonials to display on its homepage.

Note how each review highlights the solution's benefits and effectively communicates its value to potential users, making it a powerful tool for driving brand trust and encouraging conversions.

Reviews User Testimonials

Source: gentler.app

However, if your goals include elevating trust via authenticity (which is super-important if you want to maximize the impact of social proof on your website), a better example comes from  The Inkey List. 

This brand integrates reviews directly from Trustpilot without filtering them. This approach guarantees that potential buyers trust the reviews — which are not all 5-star ratings

Moreover, it allows web visitors to verify the authenticity of the feedback through nifty features like the Verified checkmark, the time and date of the review, the reviewer's name, and the fact that every piece of feedback is clickable for more information.

theinkeylist

Source: theinkeylist.com

Don't forget that your homepage and product pages aren't the only places to show off positive user feedback. 

If you check out this PresetLove page, you'll see that this business dedicates an entire page to user reviews.

And the best part is that thanks to the page being listed in the navigation menu, it's easily accessible from every corner of the website, making it super-easy for potential customers to check out the social proof.

presetlove

Client logos & media mentions

In some cases, the only type of social proof you need to elevate trust are client logos and media mentions.

The logic behind these two formats of social proof is quite simple. When making decisions while feeling incompetent or uninformed, people look for guidance.

And, more often than not, they will base their behavior on the behavior and opinions of those in their environment that seem to have the correct answers. 

So, why not point out that a successful customer uses your solution to achieve impressive results? Or share that your products have been recognized as high-quality by a trusted publication?

By doing these simple things, you can actively influence your target audience to perceive your business as trustworthy and competent.

For instance, if you check out the Day One homepage, you'll see that this is the type of social proof the brand utilizes to elevate trust.

By showing off quotes from publications like Forbes and The New York Times, the brand effectively proves its expertise, making it much more likely that web visitors will be convinced to download the app.

Client Logos Media Mentions

Source: dayoneapp.com

Or, if you check out the Vetter homepage you’ll see the well-known brands that use the company’s software, which adds instant credibility.

getvetter

Expert-reviewed content

Do you prefer to base branding decisions on proven data instead of hunches?

If that's the case, you'll find this piece of info fascinating: According to a special trust report from Edelman, the brand ambassadors that young audiences trust the most include scientists & brand experts.

So, instead of just collaborating with popular influencers in your niche, why not explore ways to get industry experts and highly-regarded people to back up your claims?

There are so many exciting ways to utilize social proof in this manner.

For instance, if you're regularly publishing content on your website blog, you can do something similar to Eachnight, as shown in the post below, and hire experts to review your articles

This brand's mattress guides don't just include a Fact Checked badge.

There's also information showing that the pieces had been medically reviewed by a doctor — whose professional biography can be accessed with a single click — and a section dedicated to the author's credentials.

Expert-Reviewed Content

Source: eachnight.com

Alternatively, if you work in a science-oriented industry (like health), you could also take a more direct approach to elevate trust. 

Brands like Seed, for example, dedicate entire landing pages to the research behind their solutions.

And more importantly, they inform potential customers about the identity and credentials of the scientists developing those solutions, which makes this instance of social proof extra reliable and impactful.

seed

Source: seed.com

If you don't have scientists on your team, you can still get similar trust-boosting results by backing up your claims with verified research data. 

For example, brands like January, as shown in the post below, regularly link to peer-reviewed research papers published in highly regarded medical journals.

These businesses take this approach to show readers they can trust the information presented in each article. And the boost in brand perception is just an added bonus.

january

Source: january.ai

User-generated content

Lastly, if you're exploring social proof formats that can help you invest in elevating brand trust on your own website, don't forget about the category of user-generated content.

After all, research shows this is the most trusted type of content you can use in your marketing strategies.

And the best part is that UGC is super-easy to implement in your existing marketing strategies.

For instance, if you want to include UGC in your content marketing efforts, enrich your posts with user-submitted images, like the ones in this GILI post.

User-Generated Content

Source: gilisports.com

Or, if you're searching for powerful examples of social proof for your social media marketing strategy, why not come up with a unique hashtag and invite customers to use it when mentioning your products? 

Or invite users to tag you in their stories, then repost them on Instagram, as done by Laneige.

instagram

Source: instagram.com

Finally, are you interested in utilizing UGC to build brand trust but want to make the implementation as straightforward as possible? 

If that's the case, the simplest thing you can do is enable users to submit images with their reviews on product pages. This is what Moroccanoil does on its website. And, as you can see, the results are more than impressive.

moroccanoil

Source: moroccanoil.com

Final thoughts

The most effective format of social proof for positioning your brand as competent and trustworthy will depend on several factors. These factors include:

  • Who you're trying to target. 
  • What industry you're competing in.
  • And how long your business has been operating.

Nonetheless, you can rest assured that all of the examples of social proof listed in this guide are guaranteed to help you boost brand trust.

Still, if you're looking for guaranteed results and a big bang for your buck, it's not a bad idea to choose a couple of these tactics, implement them, then measure how they affect brand perception and site performance.

That way, you'll be sure to only invest time, money, and energy into strategies that yield actual results and will be able to minimize the use of those tactics that aren't doing enough for your needs.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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