041Principle
Social Proof
People adapt their behaviour based on others. Our subconscious shortcut is to use social proof, and look at what others are doing.
Why it matters
People are constantly seeking evidence to evaluate a new experience (e.g., a product, service, or holiday).
It's essentially the basis for reviews and testimonials, although can be used in much more subtle ways.
Conversion rates:
• Social proof can have a huge impact to conversion rates, particularly in a checkout.
What to inspect
- Check whether the experience reflects this: Social proof can have a huge impact to conversion rates, particularly in a checkout.
- Check whether the experience reflects this: It's essentially the basis for reviews and testimonials, although can be used in much more subtle ways.
- Map each visible element to how it supports or undermines: People adapt their behaviour based on others. Our subconscious shortcut is to use social proof, and look at what others are doing.
- Walk the primary task once with time pressure; note where attention drops.
- Ask a colleague unfamiliar with the product to paraphrase the screen in one sentence.
Common anti-patterns
- Assuming users consciously notice every place where "People adapt their behaviour based on others. Our subconscious shortcut is to use social proof, and look at what others are doing" could apply.
- Dense copy and parallel actions that increase mental effort unrelated to the user’s goal.
- Ignoring downstream effects on conversion rates when shipping this pattern.
Critique prompts
- Social proof can have a huge impact to conversion rates, particularly in a checkout.
- It's essentially the basis for reviews and testimonials, although can be used in much more subtle ways.
- Where on this screen would "Social Proof" show up as friction or misunderstanding?
- What would a first-time user misunderstand here in under five seconds?