66% of consumers are likely to purchase products that have social proof

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 30, 2019, 11:47 AM UTC

Trustpilot’s report reiterates the need for brands to strengthen their online presence and encourage customers to leave reviews and likes.

This article cites a report stating that 66% of customers are more likely to purchase a product if it is supported by some “social proof”, such as likes, reviews, mentions, testimonials, and endorsements. 82% of consumers find positive ratings and reviews the most trusted form of social proof.

86% believe these trust signals featured on the company’s homepage are most likely to drive them to buy. The report provides that trust signals work differently across stages of the purchasing funnel, as customers look for different elements of proof closer to a purchase.

The study found that 60% of customers believed testimonials to be the most effective signal. 52% favoured media mentions, whereas 50% preferred endorsements by public figures.

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