Social Validation’s Influence on Online Consumers (Part Deux): Tactics

My blogpost entitled Social Validation’s Influence on Online Consumers demonstrated that online consumers typically choose the product, service, movie, restaurant, etc. that received the most favorable ratings and reviews. By reassuring the consumer that they’re making the correct choice, the anxiety that might have prevented them from pulling the trigger is eliminated. “If 50 people purchased this product and gave it 5 stars, then it must be the best. I simply must have it!”

So now that we’ve established the theory of social validation, how can we as marketers take advantage?

1. TESTIMONIALS
While a savvy consumer knows that testimonials are hand-picked, it doesn’t matter if it speaks to them and breaks down whatever wall of hesitation-causing anxiety they’re feeling at the time. Place testimonials next to your form if you want to increase signups. Include them in your emails and landing pages if you want to increase click-through rates. Post them on your website if you want visitors to know just how wonderful you are. DO NOT fabricate testimonials or use any that are too vague (they sound made up too) — the savvy consumer will see right through that and think to themselves: “Wow, they had to make up false praise for their product? LAME. I’m looking elsewhere.”

2. SHARE # OF CUSTOMERS
“Billions and Billions Served” reads every sign in front of a McDonald’s, and for good reason. A testimonial is essentially one person’s positive experience — not exactly a large sample size. Consider sharing the number of customers next to forms, in emails and landing pages, and on your website. Simply knowing that many others made the same choice is often enough to convince the consumer to do the same.

3. SEND RATINGS DIRECTLY
Instead of relying on consumers to seek out the positive reviews on your product, send them directly. By including a rating and the number of reviews next to a product image on your emails, landing pages, and website, your pitch is backed up by a healthy dose of social validation.

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Does anyone have any experiences and/or additional tactics to share regarding using social validation in marketing? I’ll be waiting for your comments in my highly-rated personal battle tank eating billions of McDonald’s fries.

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Posted by Adam Rightor Interactive Producer
Monday, July 26, 2010 AT 9:30 am

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