Social Proof:
Elevating User Motivation and
Trust in Decision-Making
Social proof helps users when they are unsure about their decisions.
For example:
For example:
- Should they trust advertising promises?
- Should they spend time on onboarding?
- Should they make a purchase?
Processing all information alone is difficult, so it is BENEFICIAL to consider the opinions of people whom:
- We RESPECT and TRUST (industry authorities and opinion leaders)
- Are SIMILAR TO US and have met the same need with similar resources in a similar situation – meaning it will likely help us too!
💡 For social proof to work effectively, consider whom each of your user cohorts views as an Authority and whom they will see as Similar.
Types of Social Proof in Onboarding and Paywalls:
Now, let’s look at examples of social proof used by popular apps and explore each type in more detail.
1. Reviews: The Power of Real Experiences
Reviews are one of the most powerful forms of social proof because they showcase the experiences of real people. When users see that others like them have had positive experiences, their trust and confidence increase.
What to Consider in Reviews:
What to Consider in Reviews:
- Authenticity: Ensure reviews are from real users, ideally with photos or links to their social media profiles.
- Relevance: Highlight reviews from users similar to your target audience in terms of lifestyle, interests, and demographics.
- Detail: Reviews should describe the problem faced, how it was solved, and the results.
💡 Example:
The DoGo app uses user reviews effectively by featuring them prominently in the onboarding process.
These reviews answer common questions and alleviate doubts, making new users feel more confident in their decision to try the app.
The DoGo app uses user reviews effectively by featuring them prominently in the onboarding process.
These reviews answer common questions and alleviate doubts, making new users feel more confident in their decision to try the app.
💡 Example:
The Noom app, besides the user’s name, uses their photo for the review -> we see a real slim person, which increases trust even more.
The Noom app, besides the user’s name, uses their photo for the review -> we see a real slim person, which increases trust even more.
💡 Example:
Me+ app uses user photos and their reviews:
Me+ app uses user photos and their reviews:
2. Large Number of Users: Safety in Numbers
Seeing that many people use and trust a product reassures new users and encourages them to choose it too.
Why it Works:
Why it Works:
- Imitation and Social Learning: People naturally learn from others. Seeing many people doing something makes us perceive it as the right action.
- Reducing Uncertainty: In uncertain situations, people rely on the actions of the majority, which serves as a social guarantee.
- Normative Influence: Social pressure makes people conform to group expectations. If many people approve of something, it becomes a norm that individuals follow.
3. Press Mentions: Credibility Boosters
Apps like Fabulous and Better Sleep indicate that several well-known publications have written about them, enhancing their credibility.
What to Consider When Using Press Mentions:
- Ensure the publications are authoritative for your main user segments.
- Determine which publications work best for each segment during onboarding.
💡 Example:
The Noom app mentions specialized publications that refer to them, boosting user confidence in their quality.
The Noom app mentions specialized publications that refer to them, boosting user confidence in their quality.
4. Expert Studies and Research Results: Trust Through Science
References to expert studies and research results are important tools in decision-making and opinion formation, especially in marketing.
Why it Works:
Why it Works:
- Authority: People trust experts and specialists, assuming they have deep knowledge in their field.
- Cognitive Shortcuts: Using research data simplifies decision-making by providing quick assessments of credibility.
- Trust and Verification: Scientific research supports claims with facts, reinforcing consumer trust.
5. Percentage of Users Reporting Improvements: Success by the Numbers
References to the percentage of users who report improvements work on several psychological and neurophysiological mechanisms.
Why it Works:
Why it Works:
- Expectation of Positive Outcome: Hearing about high positive results forms expectations of similar improvements.
- Reducing Cognitive Dissonance: Seeing that many others are satisfied reduces doubts and internal conflicts.
6. Ratings and Awards: Indicators of Excellence
Ratings and awards play a significant role in the decision-making process about onboarding and purchasing.
Why it Works:
Why it Works:
- Authority and Trust: Ratings and awards indicate product reliability.
- Reducing Cognitive Load: They simplify decision-making by providing clear quality criteria.
7. Technical Social Proof: Real-Time Validation
Technical social proof, such as page view numbers, hearts, likes, and user counts, strongly influences decision-making.
Why it Works:
Why it Works:
- Social Proof: High numbers indicate popularity and societal approval.
- Imitation: People are more likely to follow actions taken by many others.
- Presence Effect: Real-time indicators create a sense of a live, active community.
💡 Example:
Seeing high page view numbers or real-time user counts can make users feel more confident and motivated to engage with the product.
Seeing high page view numbers or real-time user counts can make users feel more confident and motivated to engage with the product.
❗️Be Careful with Social Proof:
❌ When multiple social proof methods are displayed on one screen, attention can scatter (cognitive load increases).
Social proof increases trust in a product, explains HOW the product will solve the user's problem, alleviates concerns, and boosts motivation to take the desired action.
Use social proof to:
Use social proof to:
- Show that your product meets the user's needs.
- Demonstrate the product's capability to solve the problem.
- Consider the context and resources the specific user has.
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