Social validation has always been a powerful tool for marketers, both online and offline. It helps them convince potential customers to buy their products. The idea is simple: when people see others doing something, they tend to think it's the right thing to do. Smart e-commerce marketers use this psychology to their advantage by showing social proof on their websites and in emails. However, not many of them use this strategy effectively in pop-up messages on their websites, which is a missed opportunity.
In this guide, we'll show you 13 examples of effective social proof pop-ups. These examples will help you turn visitors into subscribers and customers without spending a lot of money. By using these strategies, you can become a successful marketer who knows how to persuade people, increase sales, and build a loyal customer base.
Boost Your Credibility with Customer Reviews
Customer testimonials, whether in the form of product reviews, quotes, or videos, are among the most powerful and ubiquitous forms of social proof. Their effectiveness lies in their ability to:
Bolster the credibility of your online store
Allow satisfied customers to promote your brand organically
Mimic personal recommendations from trusted sources
If you're already showcasing testimonials on your homepage or product pages, you're on the right track. When strategically incorporated into popups, these endorsements create a gentle nudge, inviting users to take action without feeling overwhelmed or pressured into making a purchase.
Product-Specific Testimonials
One approach to integrating testimonials into your on-site campaigns is to display positive product reviews that address potential objections. Consider this popup example, which could be displayed on a product page:
In this scenario, we've chosen a real-life review from Press Juicery that addresses common concerns, such as:
Have others tried and enjoyed this product before?
What does it taste like?
Is it beneficial for my skin?
By showcasing carefully curated product reviews in your popups, you can preemptively address potential obstacles to buying and create a compelling case for that specific product. Furthermore, by providing reviewer details like age or location, you can enhance the credibility of your reviews and help visitors identify with the reviewer.
To ensure a seamless user experience, consider setting a timed trigger that allows visitors ample time to review product descriptions and browse images before the popup appears.
Category-Based Testimonials
If you offer a diverse range of products or lack sufficient reviews for individual items, you can implement a generic campaign that runs on category pages, like this:
By leveraging our Specific URL condition, you can target visitors browsing your category pages and capture their attention with compelling social proof.
Company Testimonials
For single-product businesses or those aiming to cultivate a positive brand image, company reviews can be showcased in website popups. Casper, for instance, employs this strategy by prominently displaying company reviews on their homepage, dedicated landing page, and email marketing campaigns.
If you were to apply a similar approach to your popups, it might resemble the example above. The primary advantage of using testimonials in your popups is the ability to present your messages to the right audience, on the right pages, at the optimal time.
Regardless of the specific approach you choose, testimonials instantly infuse your popups with the power of social proof.
Leverage Bestsellers to Guide Visitors
Bestsellers have earned their status for a reason – or at least, that's what consumers believe. The "bestseller" label acts as a seal of approval, implying that if numerous people are purchasing an item, they must be privy to information that justifies its popularity.
With customer acquisition costs on the rise, you can't afford to lose prospects who have just landed on your site. While many online stores guide visitors toward new arrivals or curated selections, bestsellers often outperform ordinary product lists. Why? Because they carry the stamp of approval from fellow consumers – a potent form of social proof.
Similarly, bestsellers can be invaluable for guiding confused visitors back on track. By incorporating a product recommendation popup on your 404 pages, you can alleviate visitors' frustration and steer them in the right direction.
This approach is ideal for reducing bounce rates and redirecting otherwise lost visitors to relevant product pages.
Combine Social Proof with FOMO
Social proof isn't the only factor contributing to the success of bestsellers; they also benefit from the element of scarcity. Given that stocks are finite, the "bestseller" label carries an inherent risk of selling out if a product is in high demand. Consequently, this designation prompts users to make swifter decisions, as the fear of missing out (FOMO) creates a sense of urgency.
To capitalize on this principle fully, you can trigger prospects' FOMO and cultivate a sense of urgency. With an exit-intent popup like the one below, you can warn an abandoning visitor that the product they're viewing is in high demand and may sell out soon.
[Insert exit-intent popup example combining social proof and FOMO]
In this example, where we trigger visitors' FOMO and highlight the product's popularity, we've also included an incentive to engage them further. To ensure optimal timing, set an exit-intent trigger for this campaign to capture abandoning visitors at the precise moment and persuade them with a compelling combination of social proof and scarcity.
Use the Power of Products That Are Sold Out
For consumers, landing on a sold-out product page can be a disappointing experience. However, for marketers, these pages represent an untapped goldmine of opportunity.
Sold-out products carry an inherent stamp of social proof because if an item has gone out of stock, it must have resonated with a substantial number of buyers. When a visitor encounters a sold-out product page, you need to manage their disappointment by either promising a back-in-stock notification or guiding them in a new direction.
In this popup, Allbirds not only employs the traditional back-in-stock notification strategy but also seizes the opportunity to collect email addresses from highly interested leads. By incorporating a consent checkbox, Allbirds invites visitors to join their newsletter, framing the call-to-action around the benefit. This approach enables the company to retarget these prospects with relevant product recommendations and personalized incentives.
JyskVin, on the other hand, takes a different tack when visitors encounter a sold-out product page.
With this popup, the company first informs the visitor that the product they're viewing is out of stock and then recommends a similar item. This tactic alleviates friction and creates a personalized shopping experience akin to interacting with an in-store associate.
JyskVin's approach is a brilliant strategy for easing visitors' frustration and converting them with timely and relevant product recommendation popups.
Enhance Social Proof with Statistics
It's no secret that numbers lend credibility and specificity to social proof claims. When nine out of ten dentists (rather than some) recommend a toothpaste brand, we're more inclined to trust that brand.
Whether you aim to convince visitors to subscribe to your email list or complete a purchase, you can enhance the impact of your social proof popups by leveraging the power of numbers.
By showcasing the number of newsletter subscribers, Hideaways creates a compelling social proof narrative, prompting visitors to think, "24,000 people can't be wrong." Moreover, the company evokes a sense of belonging by inviting visitors to join the ranks of 24,000 others and "do the same."
Remember, whenever possible, add specificity to your social proof popups by using exact numbers, such as 26,871, as they are perceived as more credible than round numbers like 20,000.
Numbers can also be highly effective in converting prospects into customers. Displaying the number of existing customers or products sold thus far in your popups can help alleviate any lingering doubts about completing a purchase.
If visitors harbor any reservations about finalizing their order, you can regain their trust by presenting compelling social proof at the precise moment they're about to abandon your site.
Demonstrate Expertise to Build Authority
The words of an expert carry more weight than those of an ordinary consumer because we inherently believe that experts possess superior knowledge in their respective domains. Consequently, we trust their authority and are more inclined to accept their recommendations as the correct course of action.
One way to leverage this powerful form of social proof is to showcase your expertise within your field. Observe how Apuls, a fitness equipment e-tailer, incorporates social proof into their popups by positioning the brand as an authority:
Apuls recognizes that purchasing expensive fitness equipment often involves extensive research and may even require consultation. By presenting a popup inviting visitors to "talk to an expert" on specific category pages, Apuls not only guides customers toward informed buying decisions through exceptional customer service but also positions itself as an authority in the industry.
Another approach to infusing social proof into your popups is to borrow authority from an expert. You don't necessarily need to collaborate with celebrities or high-profile influencers in your field to employ this tactic. Take a look at how Bizz Up borrows authority from an expert in this popup:
In this popup, the company offers visitors a lead magnet on Facebook contest rules created in collaboration with a "Facebookfessor." Since the document is co-created by a Facebook expert, Bizz Up's visitors are more likely to submit their email addresses in exchange for valuable, expert-approved information. As a result, Bizz Up grows its email list with highly relevant leads while simultaneously demonstrating authority in their field.
Leverage Media Mentions for Credibility
The media has long been influential in shaping consumer behavior, both online and offline. Securing media coverage for your brand not only extends your reach but also serves as a stamp of approval.
To leverage this strategy effectively, you don't necessarily need to be featured in large, international publications, nor do you need to be a blogger or a SaaS company. This approach can be equally effective for e-commerce businesses and in local contexts.
In this brilliant popup example, Rosemunde promotes one of its products by applying the traditional "as-seen-on" marketing approach. The popup copy reads: "Rosemunde Silk Top, seen in IN on July 26th," referring to a Danish fashion magazine called "IN."
By highlighting the media coverage of one of its products, Rosemunde adds a compelling layer of social proof to this promotional popup, making the product more appealing to potential buyers. If your brand, website, or products have been praised by a local newspaper, blogger, or micro-influencer, don't hesitate to leverage that coverage in your popups to create a powerful sense of social proof.
Conclusion
Social proof is a potent psychological phenomenon that, when harnessed effectively, can drive conversions and propel sales for your online store. While it's commonly applied to web copy, email marketing, and paid ads, many marketers still underutilize social proof in their on-site messages.
By implementing one or more of the strategies outlined in this comprehensive guide, you can instantly enhance your popups with the power of social proof, guiding visitors toward becoming subscribers and converting prospects into loyal customers.
Remember, the key to success lies in understanding your audience's pain points, addressing their objections, and presenting compelling social proof at the right moment, on the right pages, and in the most engaging format. Embrace the power of social validation, and watch your conversions soar to new heights.