Social Proof definition: Social Proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.
A popular example of eCommerce social proofing is highlighting high customer demand for a product by showcasing the amount of views, adds-to-cart or purchases that were conducted within a specific time frame. Notifying customers that, “157 people have bought this product within the last 24 hours,” for example, creates a correlation between urgency and buying in the mind of the customer, and induces a fear of missing out for not going through with the purchase.
In other words, the understanding that other people have already bought the item plays an important role in validating the customer’s own thinking to buy it as well. Uncertain customers naturally find comfort in a greater collective, and by creating the impression that everyone is buying a product, there’s a strong likelihood that these customers will, too.