People are intended to believe friends and relatives rather than ads. That's why online stores integrate social proof tactics.
Social proof is a physiological phenomenon when people make decisions according to the opinions and actions of others.
When we see a long queue in a shopping mall, the salespoint attracts our attention. It's caused by "social approval" created by the throng.
- 90.2% of U.S. Internet users check reviews before making a purchase, according to "The eMarketer Ecommerce Insights Report," conducted in February 2018 by Bizrate Insights.
- Over 50% of U.S. Internet users polled in June 2017 said they used ratings and online reviews "always" or "often" to inform purchasing decisions, the study conducted by the Better Business Bureau and Nielsen found.
- More than 8 in 10 U.S. Internet users surveyed in October 2017 said they generally trust online reviews as much as personal recommendations, the survey from BrightLocal revealed.
Social proof generates trust. Building credibility is important for new dropshipping
stores to increase conversion rate, as people don't buy in stores they don't know and no one knows.
No doubt social proof increases traffic, conversion, and sales.
This principle is often used in ads, marketing, business copywriting, PR, SMM. There are several dozens of social proof elements but I mention only 13 of them related to dropshipping.