Reassuring shoppers with social proof can help brands boost conversion rates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 26, 2021, 4:56 PM GMT+0

Highlighting social proof – customer testimonials, reviews and case studies – can positively impact conversion rates.

Conversion rate is one of the most widely used and important KPIs that marketers use across the globe. It can be calculated by dividing the number of sessions with transactions by the total number of sessions. Though conversion rates are essential, businesses should not rely solely on them to analyse the performance of their marketing activities.

Optimising campaigns can help marketers boost conversion rates. Studies show that popups with images convert better than popups without images by 83.57%. To improve conversions, they should also consider adding a countdown timer to popups and adding two input fields instead of three or more input fields.

Using social proofs like customer reviews and in-depth case studies can help brands push conversion rates. A BrightLocal study found that 94% of consumers agree positive reviews influence their purchase decisions. Further, clear the clutter from the landing with a clear headline, a concise breakdown of the key features and benefits, along with visuals of products and customer testimonials.

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