How To Secure The Sale By Proving That Your Product Fulfills Its Promise
See, Believe & Buy - The Power Of Your Proof
You might have explained some great benefits and made a clear promise of what your product can do for your customer…
They’re not always going to believe you. The sad truth is, people are bombarded with product claims all day long.
And most of the time, the products don’t live up to their promise or there is some secret “catch” you have to be aware of.
So whenever you make a claim for your product, you need to have proof to go with it.
It can get tricky if you have a claim for your product but no proof to show for it.
(Even if your product solves your customers problem).
Because your visitors are the ones deciding this (not you) and it’s all based on what they see on your product page.
If it’s missing, it may result in them being reluctant in their purchase or abandoning their cart for good.
Opportunity #1 - Types Of Proof
You can use facts about your process like we’ve mentioned below.
You can use factual proof that comes from statistics or data that support your claims.
I’ve used this in cases where this is an opportunity for a particular market and found growth statistics and other independent facts to support my argument.
Generally, you’re looking for an independent and trustworthy source to back up what you’re saying.
You can also use social proof, which are statements that come from other people like your customers or many of the examples we used in the Establish Credibility section.
Maybe you have a great testimonial or story that you’ve collected at some point that you should put front and center.
It’s common for Shopify stores to have review sections which help to provide social proof, but if you have amazing testimonials on page 13 then no one else is going to read that far.
You want to pull out your best proof and make sure everyone sees it.
Opportunity # 2 - Where To Put Your Proof
You may remember that proof was the first example I used in the Establish Credibility section.
If you have proof that your product can provide the solution you’re saying, then you should definitely mention it there.
But in the benefits section you are also making more individual claims that you might need to prove as well.
Sometimes this is a blanket statement after the features and benefits section that proves everything you just mentioned.
“Cotton has been used since 600BC because of its superior natural qualities and our unique process ensures you suffer from none of the negatives as well.”
In this case, I would also describe the process and why it eliminates some of the negative sides of cotton like losing color, shrinking when washed or wrinkles.
You might also need to add proof to specific benefit claims you are making as well.
Opportunity # 3 - Ask For Proof
70% of people will trust a recommendation from someone they don’t even know.
And online conversion rates increase 133% when mobile shoppers see positive reviews before buying.
How can you encourage your buyers to leave a review?...
After Your Customer’s Purchase
Request for a review after your customers order has been delivered, via email with an incentive (5-10% discount).
Their excitement of your product will motivate them to share their feedback.
Create Case Studies
You might have passionate fans that have shared the best reviews of your product.
Reaching out to them to share their story as added proof will help strengthen your claim.
Guide Your Visitors
Remember, by adding proof and the other elements in your product description…
You’re helping your customers help themselves through your product.
Your proof helps move the needle in their buyer's journey.