Driving eCommerce Sales With Social Proof

‍Key Findings‍

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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:‍

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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.

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Feals incorporates testimonials/reviews in 3 ways: 

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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.

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Feals’ story page is split into three categories: anxiety, pain, & sleep. 

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Each category begins with a short description of how CBD can help with the respective ailment.

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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.

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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. 

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As a collective, the product review pages accounted for 0.4% of web traffic from February 2020 to July 2020. 

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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.

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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.  

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On Instagram, Feals repurposes the reviews to use as content featuring a quote and a background colour that matches their brand colours. 

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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.