When shopping online, you can’t hold the product, test it out, or talk to a salesperson about how different brands compare to one another. For these scenarios, social proof is frequently used to guide shoppers towards the best product choice.
Which brings us to the real question: Which social proof techniques are most effective? Are some of them totally ineffective?
This study from ConversionXL Institute explores how different forms of social proof are perceived (with eye-tracking), and then how they are recalled (with post-task survey questions).