In any sales or marketing role, the phrase “social proof” is often tossed around in conversation. Stemming from Robert Cialdini’s Six Principles of Influence, social proof is essentially the “art of creating positive influence around your brand using our natural reliance on others for cues that guide our own behavior (Mashable).”

This influence is a question of positive or negative reinforcement in regards to patrons’ perception of risk associated with their decisions.

In ticketing, there are a few techniques guaranteed to increase social proof credibility, to ultimately sell more tickets. Before implementing any techniques, it is important to research the following: What patterns exist in the purchasing process? What factors are essential to that process? How can those factors be influenced?

In the internet era, purchasing behavior and decision making is remarkably well-informed. Almost anything a patron wants to see, hear, watch or own is studied, reviewed, analyzed and picked apart. Reviews, endorsements, testimonials – all examples of social proof – are tools that they leverage during their decision making and that organizations can leverage as well.

By adding social proof examples to a website, patrons will be more inclined to make their purchase. While becoming more aware of the brand and the offering, they are validating their decision and proving to themselves that there isn’t a social drawback or any risk associated with the purchase.

Below are a few examples of social proof that are beneficial to a ticketing organization’s website:

  • Reviews and testimonials – It is likely that patrons have shared positive opinions about their experience with your organization on social media or your website. Use these reviews to your advantage and create a testimonial page used solely for positive feedback. Future ticket buyers will consult this page before committing to your organization, so ensure it is all good news!

  • Endorsements – Do you work with a noteworthy client either nationally or within your community? Ask them for a statement on how stellar your organization was to work with and add it to your website in a prominent area to not only attract patrons, but potential patrons as well.

  • Statistics – It is hard to argue with numbers. If you have some impressive statistics about your organization’s success, highlight them in a creative way through the use of an infographic. An infographic is a visual representation of copy and numbers to showcase important information, and can be easily added to a website and shared on social media.

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