Brands must use social proof to win consumer attention and establish credibility

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 03, 2021, 3:03 AM UTC

Audiences tend to trust online opinions and reviews the way they would rely on recommendations from their social circle.

Brands can consider using case studies on their website or emailers, to explain how their products or services help solve a particular problem. Combine CTAs with videos and graphics to capture viewers’ attention. Similarly, place customer reviews close to CTAs on owned websites.

For example, displaying a review next to an “Add to Cart” CTA will help boost conversions. Instead of standard written reviews, marketers can use video testimonials. Since the review is from an actual person, potential customers are more likely to trust the brand.

Businesses can also consider displaying trust badges on the website. For instance, a D2C ecommerce site can include badges that verify their claims on website security, fast processing times and efficient customer service.

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