![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/5fbedeeb1494e415ae0f1d6a_Driving%20eCommerce%20Sales%20With%20Social%20Proof%20%E2%80%94%20Feals%20%E2%80%94%20Cannabis%20%E2%80%94%20Q2%202020.png)
Driving eCommerce Sales With Social Proof
Key Findings
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c7bc0338e68af93665a498_Key%20Takeaways%20%E2%80%93%C2%A0Divider%20%E2%80%93%C2%A0Gradient.png)
Feals is using a combination of testimonials and reviews to provide social proof and real-world examples of how their product has helped people manage anxiety, pain, and sleep problems to acquire new customers: Feals’ approach is multifaceted, using testimonials on their website stories page, reviews on their product page, and quotes as content on Instagram with a link in their bio that links to their stories page.
What Brands Should Be Thinking About:
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c7bc0338e68af93665a498_Key%20Takeaways%20%E2%80%93%C2%A0Divider%20%E2%80%93%C2%A0Gradient.png)
Look for ways to incorporate testimonials & reviews on your website & social to establish trust around your product offering: Testimonials & reviews provide social proof that your product is high quality and helps bolster brand perception. Look for ways to incorporate reviews in non-traditional ways such as in social posts or in Instagram stories.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Feals incorporates testimonials/reviews in 3 ways:
![Feals - How Feals incorporates testimonials and reviews](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b67e033e5f1e653d916bf3_Feals%20-%20How%20Feals%20incorporates%20testimonials%20and%20reviews.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
From Feb. 2020 to Jul 2020, the feals.com/stories landing page was the second highest visited page on the Feals’ website—with all story pages accounting for a combined 18% of total web traffic for the period.
![Feals - Percent of Web Traffic](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b67e9d9136629f37976559_Feals%20-%20Percent%20of%20Web%20Traffic.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Feals’ story page is split into three categories: anxiety, pain, & sleep.
![Feals - Story Page](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b67ecf3d21651bae0f0439_Feals%20-%20Story%20Page.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Each category begins with a short description of how CBD can help with the respective ailment.
![Feals - How CBD can help with respective ailment](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b67f22fdab4f47152c51cf_Feals%20-%20How%20CBD%20can%20help%20with%20respective%20ailment.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Each category contains high-quality interview-style video footage of people from all different backgrounds, ages, genders, etc. In the videos, the subjects explain what is ailing them and how CBD has helped.
![Feals - Kate & Matty - Christopher](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b67f624aeba6e85727e66d_Feals%20-%20Kate%20%26%20Matty%20-%20Christopher.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
A short quote from the person highlighted in the video is also included next to the video and summarizes how CBD has helped them manage their ailment.
![Feals - Short quote from person highlighted](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b67ff59c45ce9aee13335c_Feals%20-%20Short%20quote%20from%20person%20highlighted.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
As a collective, the product review pages accounted for 0.4% of web traffic from February 2020 to July 2020.
![Feals - Percent of Web Traffic - Product Review Pages](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b6804baf7e686a769e137e_Feals%20-%20Percent%20of%20Web%20Traffic%20-%20Product%20Review%20Pages.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Despite the small amount of traffic, these pages play an important role in providing social proof about the products and helps to inform the customer’s decision process.
![Feals - What are people saying about Feals?](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b6808f8237da55e1e56b42_Feals%20-%20What%20are%20people%20saying%20about%20Feals.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Feals has seamlessly integrated the product review section into their website and have include some interactives elements such as the ability to filter between dosages, ask a question, and even rate the helpfulness of reviews.
![Feals - Product Review Section](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b680ddec39399d10289413_Feals%20-%20Product%20Review%20Section.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
On Instagram, Feals repurposes the reviews to use as content featuring a quote and a background colour that matches their brand colours.
![Feals - Instagram - Product Reviews Repurposed](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b6812dbaf8efd6ea5a023f_Feals%20-%20Instagram%20-%20Product%20Reviews%20Repurposed.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Feals links to their stories page from their Instagram link in bio which directs customers to their review page. Testimonials and reviews are a critical part of Feals’ customer acquisition strategy.
![Feals - Story Page - Instagram link in bio](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60b681d4d63c252dbc900134_Feals%20-%20Story%20Page%20-%20Instagram%20link%20in%20bio.png)
Make your digital strategy bulletproof.
Get insights like these, customized for your audience and competitors.
Learn about Research-AS-A-SERVICE →