Check Out This Social Proof Throwdown…

Companies can (and should) use social proof in their sales copy to get prospects to take action.

Why? Your prospect might be teetering with their decision – “should I, or shouldn’t I?”. They might be unsure, nervous, or perhaps unconvinced. Sometimes social proof can be that extra nudge to get them to take action.

Here’s a recent example I encountered from Mixpanel, where they’ve used social proof in their signup process. Check this out:

Mixpanel signup window

Mixpanel’s clever use of social proof to encourage people to complete their signup.

Why did they include social proof on this page? They likely experimented and found this helped convert more signups.

Another thing they’ve done well is they’ve eliminated the prospect’s risk by making it free and not requiring a credit card during the signup process.

Um, Remind Me Again What Social Proof Is?

There are many different types of social proof, including an endorsement or approval from a customer, peer, expert or celebrity. They can be in the form of data or stats (e.g. “this many customers trust product X…”), a testimonial, user reviews and ratings, and third party research.

Indicating that certain products are best sellers, or that people who buy one product are inclined to buy another as well, are also forms of social proof. If you shop with Amazon or in the iTunes store, you’ve seen this many times.

What Can You Take Away From This Example?

Where are prospects falling out of your sales funnel? Could sprinkling some social proof throughout your sales funnel help convert more prospects into customers?

If you had to identify three different areas of your sales copy where you could infuse more social proof, what would they be?

If you’re having trouble coming up with social proof for your business, or aren’t sure where best to use it, get in touch with us. We’d love to give you some help.

About The Author

Eric Moeller

Eric Moeller is the Managing Director of Copy Dojo, an agency which helps startups improve their sales copywriting to rapidly grow their business. He has two decades of experience in high tech marketing and product management. Eric has an MBA in marketing, and completed Seth Godin's altMBA in the summer of 2015.

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