Disclosure: Our company is a ClickBank vendor and affiliate. We may earn a commission if you buy one of the products mentioned in this blog post, or if you join ClickBank as a vendor.
People have been seriously studying human behavior for many decades now. One of the the surprising things about human behavior is that we don’t make decisions in a rational way - in fact, our brains don’t work anything like the way we think that they do. There are lots of subtle queues that we take from our environment and which we use to help us make decisions.
Of course, when this kind of phenomenon came to light, businesses were keen to exploit it, so for example you may have heard of some business “priming” customers using colors, smells, or sounds. For example, supermarkets have found that playing German background music tends to increase sales of German wines, and playing French background music tends to increase sales of French wines.
Another factor that people tend to take into account when making buying decisions is what other people do: if we are uncertain, we look at what other people are doing, and tend to assume that they are making the correct decision. Although, this can often be a fairly sensible strategy, people often follow it without even being aware of it. If lots of other people are ordering the special in a restaurant, there’s a good chance that it tastes pretty good, and conversely if nobody else is ordering the special, we might expect it not to be the greatest dish that we are ever likely to eat.
Online however the situation is different, when we look for “social proof” of this type, we can’t always find it: we simply don’t know what other people visiting a website are doing. If we (or any other prospect) could see that other people are buying the same product, we might have more confidence about choosing to buy ourselves.
So my conclusion is that a merchant or seller, wishing to increase their sales and improve their conversion rate of visitors into customers, could do so, if he could find a way to give that “social proof” to potential customers.
Well, the good news is, it turns out that at least as far as ClickBank vendors are concerned, there is now a way to offer this social proof. It’s based around a clever product by ClickBank veteran, Miles Baker, and is called VeriPurchase.
Here’s how it works, you sign up for VeriPurchase (just $1 for the first 14 days), and then in their member’s area you use the menus to pick your preferred colors/design for a VeriPurchase widget. You then insert the widget into your website by simply copying and pasting a couple of lines of code - no complicated technical stuff. After that - instant social proof! VeriPurchase displays on your website a scrolling list of your recent customers, including names (shortened) and country of residence.
Why is this important?
Firstly, as mentioned, it’s a queue to potential customers that other people are buying, and we tend to mimic other people’s behavior when making our own decisions.
Secondly, the VeriPurchase widget is clearly provided by an independent and neutral third party, which means that customers can trust the information it provides - it’s not as if the vendor themselves is making claims about other customers - instead there is live social proof right there in the vendor’s web page.
So how do you use it? The best answer is to place in a prominent position in your sales letter or pitch page, when you need the customer to make a decision - for example, adjacent to the Buy Now button (incidentally you can get some great ClickBank Buy Now buttons, here).
Does it work? Well top ClickBank vendors like Earth4Energy and Fast Loss Factor report great results using VeriPurchase, so it definitely can work. Of course, as with anything like this, there’s no guarantee it will work for you - you need to try it out for yourself, and see if it works for you - but since you can try out VeriPurchase for two weeks for just $1, there is really no risk in giving it a go.
P.S. Here’s what some VeriPurchase widgets look like (the real widgets are even more effective since they are animated - these are just static screenshots). This widget is showing all the people who recently signed up for the VeriPurchase service. Makes you want to sign-up for VeriPurchase yourself, doesn’t it? Likewise if you add VeriPurchase to your site, showing proof of your sales, it can help convince more of your potential customers to buy.
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