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Conversion Booster: Social Proof

Many others cannot be wrong

Why booking.com uses Social Proof to increase hotel conversion? As social creatures, humans pay a great deal of attention to the behavior of other people. That is why social proof tactics work so well to increase the conversion rate of the websites. 

Social proof is a phenomenon where people conform to the actions of others assuming that those actions are reflective of the correct behavior.

Booking.com uses our tendency to believe others in many ways.

  • Booking.com rating system.

The rating itself is a great feature to help visitors to choose. A great number of reviews make the final rating look more trustworthy.

 

3 Examples from booking.com of reviews and ratings, showing social proof, to increase hotel bookings
  • Personalized reviews’ display.

Booking.com shows the most relevant reviews (using the same language as the website version, showing reviews depending on guest profile, number of guests, etc)

  • Approval icons.

Check out the thumb up icon just after the hotel name. With yellow stars, it looks like approval or some sort of a rating. Our brain gives an extra point for the hotel. Yet it is just a Preferred Partner icon, designated for hotels who pay booking.com more for better visibility.

 

Examples from booking.com site with icon Preferred Partner and explanation message. Approval from others helps to increase hotel bookings
  • Plenty of persuasive elements use “others did it = it must be right” cognitive bias:
    • When the room was last booked
Examples of "Rooms left" from booking.com site. Message illustrates the idea that others find hotels interesting that helps to increase hotel conversion with other guests
    • How many people are looking at this hotel now
    • Badges and descriptions for hotels expressing other guests’ interest and satisfaction.
Examples of various badges booking.com uses to label hotel and make them more appealing to increase hotel conversion.

This is a post from the Why booking.com converts so high and what hotels can learn from it?” series. In this article, we learned how to Increase hotel conversion rates with Social Proof. Read all the posts to find out how to boost direct sales: