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#115: Which is more effective: reviews, press, or celebrity endorsements?

#115: Which is more effective: reviews, press, or celebrity endorsements?

How one Gen-Z brand lifted conversions with social proof.

Kendrick Wilson
August 07, 2024

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No. 115: Hey all,

Every product needs social proof.

From press to customer reviews, A-list endorsements, and accreditations, building trust is critical.

But which ones help drive the most conversions?

It depends. Figure out what your audience values most. Then, emphasize it over all else.

Here’s how.

In this issue:

This week’s win: Increase product desire with the most relevant social proof.
In the news: What customers need in exchange for loyalty.
Quick tips: How to shift attention away from price, and upsells that increase revenue.

But before we get into it, we have a fun live event coming up next week, check it out:

📅 UPCOMING EVENTS

The Product Page Conversion Formula (LIVE TRAINING)

How do you design and launch a product page guaranteed to convert new buyers?

What information is most important to different buyers? And how do you organize it?

If you want to increase your product page conversions, join us next week, on Thursday August 15th at 10:30am PT (1:30pm ET), for a free live training for all Commerce Lab readers.

In this free training, you’ll learn:

The anatomy of a successful, high converting product page
The exact layout and content to show for different verticals (cpg, fashion, apparel, beauty, health, etc)
A live teardown of popular brand product pages to show you what works and doesn’t.
Get all your product page questions answered in a live Q&A by our experts

This session is open to all Commerce Lab readers. We'll share the recording with everyone who registers.

WIN OF THE WEEK

Case in point:

An accessories brand moved celebrity endorsements higher and press mentions lower on their homepage for a 7.3% lift in conversions.

For this brand, celebrity images with direct product links were more powerful than press mentions.

Moving an “As seen in” section to the footer de-emphasized its importance.

Most of the time, the way people buy things isn’t logical. It’s emotional. This audience is asking:

Will my friends be jealous? Will this look cool in selfies? Is it Instagrammable? Is it worth it?

Using A-list celebrity endorsements over press mentions is a great strategy for some audiences, especially those that seek recognition and crave belonging.