The one BIG influence factor you need to be smashing into your site…

There’s one big factor of persuading and influencing people that a lot of websites neglect to use….

Social proof

Social proof is so important to the success of a website, it’s hard to believe that webmasters leave it out.   This isn’t anything new or revolutionary, but it works very very well….

Why does social proof work so well?

• In Malcolm Gladwell’s book Blink, he talks about how as humans we make snap judgements all the time based on the small amount of information we have available.  This is called thin slicing.  Considering your sales page might be the only thing a potential customer knows about you, you need to be hammering them with social proof that reinforces the idea that your product is worth it.

• In Cialdini’s landmark book, Influence… he talks about how in situations of uncertainty we use our stereotypes and rules of thumb to make quick judgements to come to a conclusion.  When one of the triggers of influence is switched on, we respond mindlessly to it and follow along.

• Right now we’re in an age of information overload.  There’s just too much shit out there to read, watch and listen to.  Our brains need a way to make shortcuts, and we do that by making snap judgements.  Long, drawn out analysis isn’t much of an option anymore. If someone is on your website looking to buy something, you should be doing everything in your power to cram influential and persuasive information in their head….

• 97% of people have a herd mentality.  If everyone else is doing it, it must be good, or fun or awesome… So they do it…

So what types of social proof should you use?

There are tons and tons of ways to show off social proof.  Some of my favorites to use would be….

• testimonials (video and quotes)
• pictures
• amount of people on your RSS feed or newsletter
• media you’ve been featured in before
• endorsements from well known people (celebrities, industry authorities)
• number of users/members on your website
• amount of people you’ve helped solve a problem (i.e lose weight)

What you need to do now!

• Do a complete run through of your website and make sure you have social proof constantly featured throughout your site.  Put up a media page, talk about the number of users/readers/subscribers you have in a prominent position, add logos of popular media your company has been featured in (in the header is a great spot if it looks good)….
• Check out other popular blogs/websites in your niche and take notes on what social proof tactics they are using…