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The Impact Of Social Proof On eCommerce Website Conversions


In the world of eCommerce, social proof has become an increasingly important factor in the decision-making process of online shoppers. Social proof is defined as the influence that the actions and opinions of others have on our own behaviour. In this article, we will discuss the impact of social proof on eCommerce website conversions and how to use it to your advantage.

What is Social Proof?

Social proof is the psychological phenomenon in which people look to others for guidance on how to behave in certain situations. It can take many forms, including customer reviews, ratings, social media likes and shares, testimonials, and endorsements from influencers or celebrities.

Social proof helps to build trust and credibility with potential customers. When shoppers see that others have had a positive experience with a product or service, they are more likely to make a purchase themselves.

What’s Its Impact On eCommerce Website Conversions?

Social proof can have a significant impact on eCommerce website conversions. Studies have shown that products with customer reviews or ratings have a 270% higher conversion rate than those without. Additionally, 63% of consumers are more likely to make a purchase from a website that has product ratings and reviews.

Social proof can also impact the average order value (AOV) of eCommerce websites. Research has shown that when a website offers a “most popular” or “bestselling” product category, customers are more likely to purchase items from that category, resulting in an increase in AOV.

Furthermore, social proof can improve customer retention rates. Customers who leave positive reviews or ratings are more likely to become repeat customers, leading to increased customer loyalty and lifetime value.

Types of Social Proof for eCommerce Websites

There are several types of social proof that eCommerce websites can use to improve conversions:

1. Customer Reviews and Ratings:

Encourage customers to leave reviews and ratings for products they have purchased. Display these reviews prominently on product pages.

2. Testimonials:

Use customer testimonials to showcase how your products or services have helped solve a problem or meet a need.

3. Influencer Endorsements:

Partner with influencers or celebrities in your industry to promote your products or services.

4. Social Media:

Showcase social media likes, shares, and comments on your website to demonstrate the popularity of your brand.

5. Trust Seals:

Display trust seals, such as security badges, to show that your website is secure and trustworthy.

Best Practices for Using Social Proof On eCommerce Websites

To effectively use social proof on eCommerce websites, consider the following best practices:

* Use a mix of social proof types to showcase the credibility of your brand and products.

* Display social proof prominently on product pages and throughout the website to ensure customers can easily see it.

* Encourage customers to leave reviews and ratings by sending follow-up emails after purchases.

* Respond to negative reviews and ratings in a professional and helpful manner to show that you value customer feedback.

* Regularly update social proof to reflect current customer feedback and trends.


Social proof can have a significant impact on eCommerce website conversions. By showcasing customer reviews, ratings, testimonials, influencer endorsements, and social media engagement, eCommerce businesses can build trust and credibility with potential customers, leading to increased conversions and customer loyalty. Remember to use a mix of social proof types, display it prominently, and regularly update it to stay current and relevant.

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