Rishi Rawat

When I started in 2008 my core thesis was that most purchase behaviors were rational. 9+ years on and 300+ experiments…

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    1. Post
      Author
  1. Rishi, another really great post. In your experience, how important is social proof? What sort of results have you seen in your testing? Is social proof really just an extension of the “testimonial” ad format? I assume widgets like that ones you highlighted in your example have thresholds that you can set so it won’t show the messages when there is too little data i.e. 2 people recently purchased this?

    Keep up the great work my friend.

    1. Post
      Author

      Hey, Shilo. Social proof is a powerful concept but I’m not a fan of how most widgets use it. They use it too literally. Like any persuasion strategy, social proof is most potent when used subtly.

      I’ve had a lot of success with social proof A/B testing. It’s especially potent when used for PPC landing pages. One client was driving PPC traffic to a category page. We A/B tested adding social proof elements for that PPC landing category page and the conversion impact was statistically significant.

      The reason is simple: PPC visitors are in “speed mode”. When searching they “right-click” on multiple paid ads. Then they quickly look at the ad landing page and decide if they want to stay or leave (they most often leave). The biggest challenge for PPC landing pages are abandons. In that situation showing a social proof element gives the visitor an incentive to stay around for a few more seconds. Hopefully, that’s long enough for System 2 to kick in (https://www.frictionless-commerce.com/system-1-vs-system-2/)

      Shilo: I assume widgets like that ones you highlighted in your example have thresholds that you can set so it won’t show the messages when there is too little data i.e. 2 people recently purchased this?
      Rishi: That’s right.

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