Customer onboarding social proof refers to the idea that people are more likely to make a decision or take an action if they see that others have done so before them.
This can take many forms, such as customer testimonials, case studies, user-generated content, social media mentions, and expert endorsements.
In the customer onboarding process, social proof can play a crucial role in building trust and credibility with new customers.
By showcasing the experiences and opinions of existing customers, businesses can demonstrate the value and effectiveness of their product or service and increase the likelihood of a successful onboarding experience.
In this article, we will explore the different types of customer onboarding social proof that can be used in the customer onboarding process, best practices for incorporating social proof effectively, and the potential risks and challenges of relying on social proof too heavily.
By understanding the power and limitations of social proof, businesses can create a more effective onboarding strategy and build lasting relationships with their customers.
Before we go deeper into our article, let us remind you that you can take a look at our content titled 4 Metrics and KPIs to Measure Customer Onboarding to learn more about customer onboarding.
What Is Social Proof?
Social proof is a psychological principle that describes how people tend to conform to the actions and behaviors of others when they are uncertain about what to do. It's a form of social influence that can help people feel more confident in their decisions by looking at the behavior of others as a guide. In marketing, social proof is used to demonstrate to potential customers that others have already tried and enjoyed your product or service. It can take many forms, including customer reviews, endorsements from celebrities or experts, and user-generated content, among others.
The Benefits of Using Social Proof in Your Content
Using customer onboarding social proof in your content can have several benefits.
Here are a few ways social proof can affect buying decisions and users' perspectives on products:
1- Builds Trust and Credibility
One of the primary benefits of social proof is that it helps build trust and credibility with potential customers.
When people see that others have had a positive experience with your product or service, they are more likely to trust your business and feel comfortable making a purchase.
This is especially important for businesses that are just starting out or are relatively unknown in their industry.
By leveraging social proof, you can establish yourself as a credible and trustworthy brand, even if you don't have a lot of experience or name recognition.
2- Increases Conversions
Customer onboarding social proof is also a powerful tool for increasing conversions.
When people see that others have already made a purchase and had a positive experience, they are more likely to follow suit and make a purchase themselves.
This is why you often see social proof used on landing pages and in marketing materials - it can be a highly effective way to convince people to take action and convert.
3- Enhances User Experience
Social proof can also enhance the user experience by providing valuable information and context to users.
For example, customer reviews and ratings can help users better understand the quality and performance of a product, which can help them make more informed purchasing decisions.
In this way, social proof can help users feel more confident and secure in their decision to purchase, which can lead to higher levels of satisfaction and loyalty over time.
4- Helps Overcome Objections
Finally, social proof can help overcome objections that potential customers may have about your product or service.
For example, if someone is hesitant to purchase because they are worried about the quality or reliability of your product, customer reviews and testimonials can help put their fears to rest.
By addressing common objections and concerns upfront, customer onboarding social proof can help remove barriers to conversion and make it easier for people to feel confident in their decision to purchase from your business.
Research has shown that social proof can be a powerful tool for influencing behavior.
People are naturally more likely to make a purchase when they saw positive reviews of a product compared to when they saw no reviews at all.
User-generated content like photos and videos are also factors that significantly increase engagement and conversions.
2 Examples of Social Proof Used During Onboarding Processes
Here are two great examples of social proof used in onboarding processes:
Hotjar is a website analytics tool that helps businesses understand how users interact with their websites.
On their sign-up page, Hotjar uses social proof in the form of logos from companies that use their tool, along with the statement "Join over 900,000 sites who trust Hotjar to improve user experiences and conversion rates."
And on their mian page, you can find this:
This social proof is compelling because it shows that many other companies have already found success with Hotjar, making it more likely that new customers will want to try it out.
HubSpot is a marketing automation platform that helps businesses attract, engage, and delight customers.
On their progressive profiling page, HubSpot uses social proof in the form of logos from other companies that use their tool.
By showcasing the logos of well-known brands, HubSpot is able to reinforce its value proposition and demonstrate that they are a trusted provider of marketing automation services.
How and Where to Add Social Proof to Your Onboarding
If you're looking to add social proof to your onboarding process, here are some tips on how and where to do it:
1- Find the Points Where Users Are More Likely to Drop Out
To effectively incorporate social proof into your onboarding process, it's important to identify the points where users are most likely to drop out.
These are typically the moments when users are faced with a long-form or are asked to choose a pricing plan, which can be overwhelming and intimidating.
By adding social proof at these critical points, you can help support your value proposition and reassure users that they are making the right decision. To find these points, you can review your product and website analytics to see where users are most likely to abandon the onboarding process.
Through this analysis, you can gain valuable insights into user behavior and identify the areas where social proof can be most effective.
By strategically placing social proof where it is most needed, you can increase user confidence and improve the overall success of your onboarding process.
2- Find Which Social Proof Supports Your Value Proposition the Best
When incorporating social proof into your onboarding process, it's important to select the right type of social proof to support your value proposition.
There are several different types of social proof that you can use, each with its own unique benefits and strengths.
Let’s check them out!
#1- Customer Testimonials
Customer testimonials are one of the most common forms of social proof and for good reason.
Testimonials provide real-world examples of how your product or service has helped other customers achieve their goals, which can be a powerful motivator for new users.
When selecting customer testimonials, look for those that highlight specific benefits or features of your product that align with your value proposition.
By showcasing the real-world success stories of your customers, you can help build trust and confidence in your brand.
#2- Influencer Endorsements
Influencer endorsements are another popular form of social proof, particularly in industries like fashion and beauty.
Influencers have large followings and can help promote your brand to their audiences, which can be an effective way to reach new customers.
Speaking of new customers, take a look at our blog post titled 7 Steps in the New Customer Onboarding Process Explained
#3- Expert Recommendations
Expert recommendations can help build credibility and trust with potential customers.
If your product has been featured in a reputable publication or endorsed by a well-known industry expert, be sure to highlight these endorsements during the onboarding process.
#4- Social Media Proof
Social media proof includes metrics like followers, likes, and shares, which can be used to demonstrate the popularity and social acceptance of your brand.
By highlighting your social media presence and engagement, you can help build trust and credibility with potential customers.
For example, if you are targeting a younger demographic, highlighting your Instagram followers and engagement may be more effective than showcasing your LinkedIn activity.
By understanding the different types of social proof and how they can be used to support your value proposition, you can select the most effective forms of social proof for your business and improve the success of your onboarding process.
#5- Add Social Proof and Iterate Continuously
Once you've identified the points in your onboarding process where you want to add social proof and the type of social proof that best supports your value proposition, it's time to add it to your onboarding process.
You can A/B test different types of social proof to see which ones have the biggest impact on your conversion rates.
You can also experiment with different formats, such as videos, infographics, or customer quotes.
It's important to remember that social proof is not a one-and-done solution.
You should continuously iterate and improve your social proof to ensure that it remains relevant and effective.
Customer onboarding social proof is a powerful tool that can help you build trust with potential customers and increase your conversion rates.
By incorporating social proof into your onboarding process, you can help your customers feel more confident and secure in their decision to purchase your product or service.
To get the most out of customer onboarding social proof, you'll want to find the points in your onboarding process where users are most likely to drop out and add social proof that supports your value proposition.
You can experiment with different types of social proof and formats to find the one that works best for your business.
Remember to continuously iterate and improve your customer onboarding social proof to ensure that it remains effective over time. By doing so, you'll be able to maximize the impact of social proof and ensure guaranteed results in your onboarding process.