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Advanced Social Proof Tactics

Advanced Social Proof Tactics

Go beyond simple reviews

Harry Molyneux
October 24, 2024 • Estimated Reading Time: 5 minutes

Hey, it’s Harry,

This week I’ve been recovering from surgery (…👎) and relaunched my new DTC brand (👍👍👍!).

As always, today I have for you:

1 Killer DTC page, 2 winning A/B tests, 3 actionable CRO tips.

Today’s theme: Advanced Social Proof

If you’re not subscribed you can do so here:

1 Killer DTC Page

I. Amazon.com

Ok, I know this isn’t a DTC site, but we can’t talk about unique ways to use social proof without mentioning Amazon.

Social proof isn't just reviews.

It's when the action of others influence your decision making.

And we copy the actions of others because we think it’s the right way to act.

When done right it can build trust, and push conversions.

Check out this simple size guide on Amazon:

They don’t say: This item fits true to size

They say: 75% of users say this fits true to size

It’s a tiny but powerful context switch.

Now instead of the company telling me "trust us, it'll fit fine!"

You get an accurate data point from real customers, which does three things for you:

- Reassures potential buyers (increasing conversions)

- Reduce size-related returns (saving you money)

- Increases satisfaction (and therefore repeat purchases)

Powerful stuff.

Here’s another from Amazon:

Showcasing high purchase volume, like "1K+ bought in the past month" is a clear and quantifiable indicator that the item is trending.

And it reduces the decision making fatigue for confused customers who just want to buy what is already popular.

Even Amazon’s own Overall Pick is just their way of pushing you towards products based on the actions of others:

Rated 4+ stars
Purchased often
Returned infrequently

These are all signs from a wider group that this is a good product to buy.

There is safety in numbers. That is what social proof is all about.

2 Winning A/B Tests

Straight from our vault of winners, here are two social proof tests that could potentially work on any DTC store.

3 Actionable CRO Tips

Here are three tactics to leverage your existing social proof to drive more sales:

I. Categorize top reviews

Here's a simple yet powerful social proof hack:
Categorize reviews into different themes using tabs, allowing customers to easily find reviews on topics that matter most to them.
— Harry Molyneux | CRO (@dtcpages)
2:48 PM • Sep 3, 2024

II. Reduce checkout abandonment with three handpicked reviews

One of the best ways to improve checkout completion rate is using three hand-picked reviews (+6.65% in our latest test)
But you can make it even more powerful by dynamically changing the reviews to match the items in the cart.
We've found an additional +2.64% additional lift.
— Harry Molyneux | CRO (@dtcpages)
4:00 PM • Oct 21, 2023

III. Move customers through your funnel with collection page review tiles.

Here's an easy way to improve clicks from collections to product pages.
Insert a review in one of the product tile slots.
Adding some surprise social proof is a great way to build up trust whilst the customer is browsing.
— Harry Molyneux | CRO (@dtcpages)
6:16 PM • Jan 22, 2024

Looking to improve your website’s conversion rate? We’ve boosted performance for brands like Happy Mammoth, Jambys, Laundry Sauce, and more. If you're running a 7-9 figure brand and want to cut CAC, let’s chat!

Got a CRO question? Just reply, and I’ll get back to you ASAP.

Rate this issue with an emoji:

🤑 = Applying these tips!
🤩 = Learned something new
🙂‍↔️ = Don’t agree with these tips

Know someone in DTC who’d benefit from this? Feel free to forward it.

Until next time,
Harry Molyneux
Founder of CRO Agency, DTC Pages
Operator of Top Secret DTC Brand