People prefer to choose a company that others have already chosen. Reviews, client logos and the number of projects are strong selling points.
What does this mean in practice?
Social proof is the tendency for people to prefer what others have already chosen. In marketing, it covers reviews, ratings, the number of clients and projects, logos of companies you work with, awards and media mentions.
Why does this matter for your business?
A customer who is on the fence looks for confirmation that others were satisfied. Strong social proof reduces the perceived risk and often tips the balance.
Examples and best practices
- Show your average rating and number of reviews alongside your offering.
- Mention figures, such as how many years you've been in business and the number of completed projects.
- Add logos of business clients, with their permission.
- Place proof close to your contact buttons.
How we do it at Ikoon
On Ikoon websites, social proof gets a place at the key points: reviews, figures and projects. The Google reviews widget module automatically shows your latest reviews, and with Automatic review collection you keep getting new ones.