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How can you optimize conversion rates for social proof and trust signals?

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If you want to increase your sales, leads, or sign-ups, you need to convince your visitors that your offer is valuable, credible, and trustworthy. One of the most effective ways to do that is to use social proof and trust signals on your website and landing pages. These are elements that show your audience that other people have benefited from your product or service, or that you have the authority and reputation to deliver on your promise. In this article, you will learn how to optimize conversion rates for social proof and trust signals, and how to apply them to different channels.

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Ben Walpoth ??

Gründer und Business Development Brainpoint.ch | Medicalmarketing | Head of Marketing für psychiatrische…

1 What is social proof?

Social proof is the psychological phenomenon that people tend to follow the behavior or opinions of others, especially when they are uncertain or unfamiliar with a situation. For example, if you see a long line of people waiting outside a restaurant, you might assume that it has good food and service, and you might be more inclined to join them. Social proof can take many forms, such as testimonials, reviews, ratings, endorsements, case studies, user-generated content, social media shares, and badges.

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Chris Hood

Stop Guessing, Start Testing: The Ultimate Toolkit Awaits
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People trust other people more than they trust brands. This is why social proof is so powerful. Social proof doesn't have to even come from someone you know to be effective - people trust other users they don't know or even influencers who are being paid to promote products.

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Chris Hood

Stop Guessing, Start Testing: The Ultimate Toolkit Awaits
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People trust other people more than they trust brands. This is why social proof is so powerful. Social proof doesn't have to even come from someone you know to be effective - people trust other users they don't know or even influencers who are being paid to promote products.

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Ben Walpoth ??

Gründer und Business Development Brainpoint.ch | Medicalmarketing | Head of Marketing für psychiatrische Dienstleistungen | Luxus (Re) Branding & Hotellerie | Digitale Positionierung | WordPress-Webdesign
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In easy words: You start to trust something when others trust it as well. These are profound behavior patterns that people carry within them in their daily lives. It is therefore particularly important for a company, especially start-ups, to be noticed by the press, social media and key opinion holders in order to gain a standing in the market.

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2 What are trust signals?

Trust signals are indicators that your website or landing page is secure, reliable, and professional. They help your visitors feel more comfortable and confident to take action, such as entering their personal or payment information, or clicking on a call to action. Trust signals can include logos, seals, certificates, awards, guarantees, privacy policies, contact details, and customer service options.

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Ben Walpoth ??

Gründer und Business Development Brainpoint.ch | Medicalmarketing | Head of Marketing für psychiatrische Dienstleistungen | Luxus (Re) Branding & Hotellerie | Digitale Positionierung | WordPress-Webdesign
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Trust signals in relation to digital marketing are usually symbols / logos and seals of approval that customers are familiar with. This provokes an explicit positive association of the company and a new customer assumes that the company has sufficient experience / quality or acceptance in the market. This makes a purchase decision easier.

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3 How to use social proof and trust signals for conversion optimization

To use social proof and trust signals effectively and optimize conversion rates, you need to follow some best practices and avoid common pitfalls. Relevant and specific social proof and trust signals should match your offer, audience, and channel. For instance, if you are selling a software solution, you might want to use testimonials from industry experts, case studies from successful clients, and badges from reputable organizations. On the other hand, if you are selling a fashion product, you might want to use reviews from satisfied customers, user-generated content from social media, and ratings from popular platforms. Additionally, numbers and visuals can help to quantify the value and impact of your offer while showcasing the quality and authenticity of your offer. For example, numbers can help you show how many customers you have or how much money they saved. Visuals can include images, videos, logos or icons. Contrast and urgency can also be used to create a clear difference between your offer and your competitors as well as a sense of scarcity through phrases like "the only", "the best", or "the most" or through timers, countdowns or limited availability. Finally, it is important to test and optimize your social proof and trust signals regularly by using tools like A/B testing, analytics or feedback to measure performance.

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Ben Walpoth ??

Gründer und Business Development Brainpoint.ch | Medicalmarketing | Head of Marketing für psychiatrische Dienstleistungen | Luxus (Re) Branding & Hotellerie | Digitale Positionierung | WordPress-Webdesign
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Be careful with the overuse of social proof and trust signals. A balance and targeted use is key here. Sometimes less is more and therefore more quality than quantity. Social proof differs somewhat from trust signals, as social proof requires a certain quantity to reach a flight level. Documentation of major events, inviting journalists and influencers and proper community management could be seen as important pillars of a clean strategy. Trust signals should be used in a targeted manner in every form of communication that you have committed to. Content is king, but care must be taken not to spread the same message on all channels, but to choose the language, material and tone of voice that really interests the respective target group.

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4 How to apply social proof and trust signals to different channels

Depending on your marketing strategy, you might use different channels to reach your target audience, such as email, social media, webinars, or blogs. Each channel has its own characteristics, advantages, and challenges, and you need to adapt your social proof and trust signals accordingly. For example, when using email, you can use testimonials or case studies to show the benefits of your offer in subject lines, headlines, body copy or signature. On social media, you can leverage user-generated content or reviews to show customer satisfaction in posts, stories, ads or profiles. When hosting webinars, endorsements or awards can be used to show the expertise of your presenter in the title, landing page, presentation or follow-up. Lastly, for blogs, case studies or statistics can be used to show the results of your offer in the title, introduction, content or conclusion. By applying social proof and trust signals across different channels you can increase open rates, click rates and conversions.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you optimize conversion rates for social proof and trust signals?

1

2

3

4

5

1 What is social proof?

2 What are trust signals?

3 How to use social proof and trust signals for conversion optimization

4 How to apply social proof and trust signals to different channels

5 Here’s what else to consider

Digital Marketing

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How can you optimize conversion rates for social proof and trust signals?

1

2

3

4

5

1 What is social proof?

2 What are trust signals?

3 How to use social proof and trust signals for conversion optimization

4 How to apply social proof and trust signals to different channels

5 Here’s what else to consider

Digital Marketing

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