Social proof can be an effective tool to motivate customers to move online

Imagine you have two buyers: one buyer looking for a small compact camera and another buyer looking for an SLR camera. How can you help people buy on more than price?

Can online and e-commerce companies compete on anything except price? Yes, they can because not everyone buys on price. Remember the words of Warren Buffet, “Price is what they pay, value is what they get”. So, online retailers need to give their customers more value. Value can be information and insights into what other customers have already bought. That’s how busineses can compete on more than price.
 
In his 2016 book, Persuasion expert Robert Cialdini outlined three stages of persuasion: build a relationship, reduce uncertainty and motivate to act. These stages help us diagnose why some can compete on