Qreuz carried out a study of the social proof present on one hundred product pages.
The product pages in this study by Qreuz belonged to top e-commerce stores in the “clothing” and “jewelry” category, as ranked by Alexa as of the 10th of September, 2020.
For the purpose of this study, we focused on four “types” of social proof. They were:
- Ratings and reviews: 58% of the product pages included ratings and reviews on their page.
- User-generated content: this consisted mostly of photos sent by previous customers. 8% of the product pages included this form of social proof on their product pages.
- “People also viewed/bought”: this was the second-most common form of social proof, appearing on 16% of the product pages in this study.
- Likes and shares: the least common form of social proof was displaying the likes and share numbers of the products. This form of social proof only appeared on 3% of the sites.
Of course, we also included “none” in the results. 37% of theses top sites chose to not use any form of social proof on their product pages.