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Let’s say you want to get out of the city for the weekend or go for an adventure in a faraway place for a couple of days. What is the first thing you do? Search for accommodations in your desired location, right? After all, you need to know where you’re staying to assess your budget.

Even though search is the reasonable accommodation-finding strategy, 25% of travel booking websites don’t make the on-site search feature the primary content on their homepages. These guys are making a grave mistake. Here’s how to be smarter than them:

Key Takeaways

5 Benefits of Making the On-Site Search Feature the Primary Content on a Booking & Travel Homepage

Upon examining some airline and hotel booking sites, we see they easily fall into the trap of overcrowding the homepage with not-so-critical elements. Before you get all riled up, hear us out:

In most cases, travellers looking for accommodations have a specific travel date and destination in mind. Therefore, the search function is their preferred starting point for booking travel accommodations.’s homepage where on-site search is the primary content and the first thing you see when you land on the homepage.

1. Increased User Engagement

According to a study by Baymark, nearly all subjects (99%) shopping at online travel agencies (OTAs), large-brand hotels and whole property rental sites directly looked for the “booking” search feature on the homepage.

A difficult-to-locate “booking” on-site search feature on the homepage will unnecessarily delay most visitors from taking the first step toward identifying a suitable flight or hotel room. A clear-to-spot search feature, on the other hand, will significantly improve customer engagement.

2. Improved Usability

Continuing from the same Baymark study, what’s interesting is that almost all the OTAs, large-brand hotels and whole property rentals included displays the “booking” on-site search on the homepage. The problem was that they were not successful in giving importance to the on-site search; it was lost among everything else on the homepage.

For travel booking websites, a simple homepage design with on-site search as the main feature will improve the website’s usability.

Turkish Airlines’ homepage, where the main content is the search box.

3. Enhanced User Experience (UX)

We’ve already established that the on-site search is the first thing visitors look for on a travel booking site. Making the on-site search feature the primary content on the homepage of booking and travel websites will take the frustration out of the visitors’ shopping journey, improving their experience.

Even if they don’t book their accommodations right away, they will remember your brand when the time comes. Keep in mind that a good reputation for offering an A-class UX will go a long way.

RyanAir homepage. On-site search is the main feature on the first page.

4. Increased Conversion Rates and Revenue

Allowing the on-site search to be the main attraction on the homepage of a travel booking website will be the foundation of a frictionless customer experience, which, in return, will be reflected in higher conversion rates and sales.

Discover how Europe’s number one online pet-friendly travel booking destination PetsPyjamas improved conversion rates by 3x with personalisation.

5. Easier Access to Information

We went over this many times in this article but let us repeat it once more: What travellers want from travel booking websites is for the on-site search feature to be easily spotted. They don’t want distractions; they want information.

What do we mean by information?

Travellers want to know:

By making the on-site search easy to spot, the travel booking website will ensure that the visitors find all the information they need a lot quicker than they would on a travel website with an overcrowded homepage.

However, making the on-site search feature the primary content on the homepage of travel booking websites means the website itself gets easier access to information about what the customer wants from a holiday. This information is so valuable because it comes directly from the customer. They literally tell the website what they want out of a holiday. 

The travel booking website in question can later use this information to send retargeting campaigns to the customer with other offers through cross-channel messaging. Mind you, a traveller searching for and booking a scuba diving tour once doesn’t mean they’ll want to do it the following year. However, hitting them up with other adrenaline-packed options is a good idea.

Information and data are gold, my friends.

3 Best Strategies for the On-Site Search Feature on Travel Booking Sites

1. Implementing Search Filters

Let’s take a page from’s book and look at what on-site search filters they’re using:

If you’ve ever used before, you know that they use more filters than listed here. The main takeaway here is that a travel booking site should identify meeting points between what they are offering and what their target audience wants. The on-site filters should be selected according to that meeting point.

2. Leveraging Search Autocomplete and Misspelling 

Did you know that the autocomplete feature can boost sales by 24%? An on-site search and discovery solution with autocomplete will get the customer to the desired destination faster, pun very much intended.

On the other hand, certain people might find it difficult to spell “Ljubljana” correctly. The last thing a travel booking website wants should be sending their customers to a dead end. Therefore, use an on-site search feature that accounts for misspelling to avoid higher bounce rates.

3. Understanding User Intent to Improve Search Relevance

Irrelevant search results are a big no-no for all customers, let alone travel booking site customers. In fact, 68% stated that they would not return to a website with a poor search experience.

The more relevant results you provide your visitors, the more likely they will be satisfied, engaged and eventually converted. An effective on-site design should therefore encourage visitors to search first and then navigate through the results.

Provide personalised search results based on the traveller’s previous searches, booking histories or wishlists. For first-time visitors, use popular destinations and options to personalise their search results based on their search query.

For more information, check out How to Improve Search Relevance in 9 Steps.

Wrapping Up

On-site search is a must-have feature for all websites. However, when it comes to travel booking, on-site search should be the star of the show. It is the primary feature their customers will be looking for when they land on the homepage of the said travel booking websites. 

You know what they say: First impressions are lasting impressions.

Everyone’s, especially Gen Z’s, new favourite photo-sharing social media app BeReal encourages its users to show who they truly are without filters and the need to stage, overthink, or edit images. In line with this, the app doesn’t allow for paid ads and strongly discourages influencer culture. Still, there’s a question to be asked here: Is there a way for brands to BeReal?

Key Takeaways

3 Strategies for Building a Strong Presence on BeReal 

Here are three strategies for winning at Gen Z marketing on BeReal:

1. Be Authentic

The BeReal app encourages people to be their authentic selves by eliminating filters and the need to stage, overthink, or edit images. It’s no wonder this app is Gen Z’s new favourite app. Authenticity is the most important value for Gen Z, beyond future plans and being rich.

This new trend can also be interpreted as a wake-up call for brands and their branding efforts. Consumers are looking for the real deal behind the façade brands have built over the past decades. So make sure your marketing campaigns are genuine and reflect your brand’s values.

2. Share Behind-the-Scenes Content

Posting behind-the-scenes content goes hand in hand with authenticity. This type of content will allow consumers to see your brand as more than just a business and make it easier for them to connect with your marketing. 

Posting behind-the-scenes content from regular office days, meetings or branding events will help humanise your branding. Marketers can use BeReal to show customers what goes behind the curtain and how actual humans prepare those polished marketing campaigns.

3. Advocate for Mental Health

The rise of social media apps like Instagram and TikTok led to influencer marketing and the pressure to perform all the time. The “culture of comparison” mindset encouraged by social media platforms like TikTok can be very challenging for a young person, says Anne Marie Albano, PhD, director of the Columbia University Clinic for Anxiety and Related Disorders.

The BeReal app, on the other hand, encourages people to “show your friends who you really are, for once” Naturally, one of the main reasons why BeReal became so popular among Gen Z is because they are tired of pretending to be someone they are not. 

A fashion brand, for example, can post behind-the-scenes pictures of models wearing their clothing without makeup or the correct light. Admittedly, they can do this on Instagram as well. However, you have to admit catalogue pictures and BTS pictures as mentioned next to one another look a bit weird and not so authentic.

A Unique Obstacle for Marketers 

With ad restrictions, BeReal presents a unique obstacle for marketers. So how can you leverage branding if the app explicitly discourages influencer culture and prohibits paid advertising?

You get creative, of course.

1. Chipotle Taps into BeReal with Promotion Codes

The fast-casual Mexican chain Chipotle used its first BeReal moment to boost its account: The first 100 people who used the reusable promo code posted would get a free meal. The codes were used in 30 minutes, says Candice Beck, Chipotle’s director of social and influencer.

2. Logitech Makes BeReal Debut with Holiday Campaign

Source: Logitech BeReal account

In the quest for capturing Gen Z’s attention during the holiday season 2022, Logitech bit the bullet and joined Gen Z’s new favourite social media app BeReal with a holiday gift guide reinterpreted for the platform. 

The “12 Days of Deals” holiday campaign included surprise deals and exclusive offers on microphones, gaming headsets, keyboards, etc., with several cameos by The Elf on the Shelf. 

The Future of BeReal

Only time can tell if BeReal’s “no ads, no filters, no influencers” policy will be sustainable. But right now, it’s an excellent tool for creating a buzz around your brand and poses a new opportunity for marketers to stretch their creativity.

The on-site search function, crucial to guiding customers towards products and achieving conversion, is often overlooked. The following list, however, begs to differ. You will find that it highlights the role search plays in a customer’s journey and how consumers feel about poor search experiences. Let’s begin.

On-Site Search: Where Everything Begins

Customers Demand Personalisation, Despite Privacy Concerns

Poor On-Site Search Experiences Will Cost You Customers

On-Site “Search & Discovery” Solutions Will Do Wonders for Conversions

Consumers are Wary of Voice Search

Optimising the UX for Mobile Search is Critical

Are Social Media Platforms the New Google?

Further Reading: How to Optimise On-Site Search

Seeing that we’ve already established the importance of having an on-site search and discovery solution, it is now time to learn how to optimise a website’s search function. Learn how to optimise on-site search and create a better search experience.

Right now, BeReal is the coolest kid in town that everyone’s been talking about and trying to figure out. The app claims that it flagships authenticity and being in the moment. However, our experiences with social media apps have been far from authentic. So how can a social media app be authentic? Let’s find out.

Key Takeaways

The Future of Social Media is Here: What is BeReal?

BeReal is a photo-sharing social media app founded by Alexis Barreyat in 2020. The app encourages its users to be in the moment and, at the moment, it’s Gen Z’s favourite social media app.

How Does BeReal Work: Discover the Unique Features of BeReal 

BeReal has some unique features that distinguish it from other social media apps:

1. Random Notification: Time to BeReal

Image Source: BeReal

Since the notification can come at any moment during the day and the time frame BeReal gives to take a picture is so short, it feels awkward when using the app for the first time. Especially considering that we are all used to social media being a highly curated place.

2. Dual Camera Capture Mode

Image Source: BeReal

When taking a BeReal, your phone’s front and back cameras are activated at the same time. You take a selfie and simultaneously share your surroundings and what you’re doing. You can take as many pictures as you want, but remember there’s a 2-minute limit. Oh, and the BeReal app shows how many retakes you’ve done to get that shot. Talk about being real and authentic!

3. RealMojis

Image Source: BeReal

RealMojis are reaction emojis using your selfies instead of the classic reaction icons and emojis. Tap anywhere in a BeReal or click the smiley button to activate RealMojis. Upon selecting your reaction, you’ll be taken to a RealMoji view, where you can take a selfie. You can now react and respond to your friends’ BeReals.

4. Memories

Image Source: BeReal

You don’t get a historical timeline or a profile page where your friends can see your past BeReals. BeReals are removed from the timeline when a new BeReal moment comes. If you want to view your past BeReals, you can check “Memories” from your profile. Memories are not public; they are only visible to you. However, you can share each photo individually across different apps if you wish to. At the end of the year, you can create a video of all your BeReal memories. 

You can deactivate the Memories feature if you don’t want the BeReal app to store your past BeReal moments. This way, the moment you take a new BeReal, the old one will be permanently deleted.

5. Zero Followers

Another feature that sets BeReal apart from other social media apps is that you can’t have followers on BeReal. You are free to add as many friends as you want; however, they need to share a BeReal moment to view yours.

Considering features like one post per day, it’s safe to say that BeReal is the antithesis of apps like TikTok and Instagram. You can make your BeReals public, but you can’t be famous on the app.

6. Discovery

You can view public BeReal moments through the “Discovery” tab. After taking your BeReal, you can either make it public or friends-only. And if you like meeting new people on social media apps, you can add them as friends.

Gen Z’s Favourite Social Media App: Why BeReal is Taking Over

Although it was founded in 2020, BeReal had started to shine truly in 2022. The app even won “app of the year” in Apple’s annual App Store Awards in 2022.

Most of the app’s growth has been through word-of-mouth among Gen Z users. In 2022, BeReal started targeting college students in the US and UK with cash for referrals and billboards on campus. This marketing strategy resulted in a 1000% increase in downloads and a 315% increase in usage.

Authenticity is Key: How BeReal is Revolutionising Social Media

Social media apps like Instagram and TikTok gave birth to influencer marketing and created the ever-increasing pressure to perform all the time. The BeReal app, on the other hand, encourages people to “show your friends who you really are, for once,” by eliminating filters and the need to stage, overthink, or edit images.

Additionally, because of its quick “take your picture in 2 minutes and go” mentality, you are not wasting hours scrolling on the app, as you do on TikTok. You take your BeReal photo, check your friends’ BeReals and move on with your day. It’s genuinely refreshing to have an app that doesn’t suck away your hours.

Join the BeReal Community and Embrace Authenticity

Right now, it’s difficult to say if BeReal’s popularity will continue to grow. In the past, we’ve seen apps like Clubhouse have their 15 minutes of fame, only to be never talked about again. However, why not join the fun and embrace authenticity? It’s time to BeReal, after all.

Segmentify is a Customer Engagement Platform that enables brands to provide hyper-personalised customer experiences. Leading brands like Puma, Ebuyer, Intersports, Celtic, Samsung, Carrefour, Mediamarkt and IKEA choose to work with us because our solutions offer them the chance to personalise and customise on-site and cross-channel marketing campaigns.

G2 reports illustrate our ability to orchestrate customer engagement campaigns at an individual level. According to the G2 Winter 2023 reports, we’ve topped the charts in the following categories: eCommerce Personalisation, eCommerce Search and eCommerce Analytics.

🏆 eCommerce Personalisation – Leader

Personalisation is an implicit process, as it takes place without actively involving the customer in the process. Instead, the website collects data for that one specific customer and then uses it to improve its customer experience constantly.

The goal of personalisation is to offer the most relevant content to the customer. The logic is simple: If relevancy increases, so will conversion rates, however you may be defining them.

For this purpose, Cross-Channel Marketing allows brands to send personalised messages to the right customers at the right time using the correct channels. Other campaigns, such as personalised recommendations, dynamic bundles, social proof and gamification work together to create an integrated personalised customer experience.

🏆 eCommerce Search – Leader

Search is a natural instinct for customers of all ages and backgrounds. The on-site search function reflects your brand. If you want to build a solid customer base, continuously improving and optimising your search’s relevance is a good idea.

When you provide visitors with relevant search results aligned with their queries and interests, they’ll be more satisfied, more engaged, and more likely to convert. With the Search & Discovery solution, brands can optimise their on-site search experiences, ultimately making customers happier.

🏆 eCommerce Analytics – Leader

Being able to track the performance of their products is a must-have for eCommerce businesses since it plays a significant role in preparing the business strategy. Growth & Optimisation assists brands in tracking how well each product, brand, category, etc., is doing. Trendify Insights helps marketers easily understand what’s happening in the store through real-time monitoring.

Through the Trendify dashboard, marketers can observe the key metrics on their best-performing products, as well as those that are underperforming. They can also see which referral channels bring in the most value or which discounts/campaigns yield the highest returns.

As a result, Segmentify helps brands take advantage of new trends on the spot or avoid the risks of ineffective campaigns with the help of real-time analytics.

🚀 eCommerce Personalisation (Europe) – High Performer

eCommerce Personalisation is the process of identifying and understanding the needs and preferences of individual customers. Using these insights, eCommerce Personalisation aims to create unique user experiences on an individual basis. 

Segmentify, with the help of its AI-based algorithms, analyses each visitor’s behaviour to understand their tastes and interests and later uses this information to develop these preferences further. As a result, Segmentify makes personalised product recommendations that customers cannot resist, increasing conversion rates and AOV.

⚡️ eCommerce Search – Momentum Leader

The G2 Momentum Grid shows the product growth trajectory over the last year in the products’ respective spaces. Using user satisfaction scores, employee growth and digital presence, Momentum Grid identifies products that are on a high-growth trajectory.

Considering that 43% of eCommerce customers head directly to the search bar or that on-site search is accessed more frequently (78%) compared to the navigation menu (49%), filter feature (37%), and homepage recommendations (30%), on-site eCommerce search promises a great deal of growth opportunity.

This precisely is why we’re constantly updating and improving the Search & Discovery solution—to be able to answer the ever-growing needs of brands and their customers.

⚡️ eCommerce Analytics – Momentum Leader

eCommerce analytics helps online shopping stores create business strategies based on the behaviour of their customers. As the market grows, online retailers’ needs for personalised solutions increase day by day. Consumers also prefer eCommerce platforms with better UX, and building customer journeys is becoming more complicated as data and industry metrics diversify.

It is, therefore, vital to provide real-time data through an easy-to-use interface and constantly update the analyses. Moreover, it is critical for a solution such as Growth & Optimisation to be updated according to the dynamic needs of the market.

📈 eCommerce Search – Best Estimated ROI

Segmentify set out to offer a comprehensive search experience for eCommerce stores. That’s why we’ve created an all-in complete search suit with personalised searchandising and an intelligent search box.

Searchandising combines merchandising techniques with online search practices for a better and smoother shopping journey. With Personalised Searchandising, brands get to personalise their search areas according to their chosen KPIs and maximise the efficiency of these search areas.

Furthermore, Segmentify’s search algorithms turn the search box into a live billboard by allowing for customisation and personalisation, which is an excellent way to grab even first-time visitors’ attention. To illustrate, the search box can display banners, popular categories, products, brands, etc., based on the brand’s goals.

As a result, Segmentify has earned the eCommerce Search Best Estimated ROI badge based on a combination of estimated time to achieve ROI and time to go live. Segmentify can be integrated in just two days with any eCommerce store. There’s no need for an IT team; a single JS code line does the trick. 

🔗 eCommerce Search – Fastest Implementation

At Segmentify, we are working with over 250 customers in 25+ countries. One of the reasons why our customers love working with us is that Segmentify offers them easy integration and onboarding processes. 

Segmentify can be integrated with any eCommerce website within only a few days without needing an IT team. All you need to do is add a single line of JS code, and Segmentify takes it from there. Campaigns are ready to go live within days!

💪 eCommerce Search – Best Support

The Best Support badge is a testament to Segmentify’s remarkable Customer Success team. Our Onboarding and Customer Success teams are always ready to help our customers get the most out of the Segmentify platform.

Segmentify solutions provide easy and quick implementation, a people-oriented perspective, conversion rate optimisation, increased relevance in product recommendations, increased AOV, fast response times and proactive support by our team of experts.

What’s Next?

Trends and tastes change at an unseen pace. As a result, it’s critical to be one step ahead when reacting to changes in customer behaviour. Contact Segmentify for more detailed information on how our solutions can help elevate your business to the next level. Let’s join forces to change the game!

Bonjour, mes chers! Comment ça va? I have to admit that I, too, am guilty of searching for marketing jobs in Paris while watching the Netflix hit Emily in Paris at some point. Writing and sipping my wine with a view of the Seine… That is truly the dream.

This modern fairytale has spurred countless conversations around Emily’s questionable fashion choices, Camille’s and Slyvie’s superb styles, how good-looking Alfie is, oh and, of course, marketing. Many marketers would tell you that the show paints an unrealistic portrait of a marketer. However, I disagree.

Emily in Paris doesn’t have to be realistic for us to learn something from it. Today, we are going over the exciting pop-culture moments the show has given us and what marketers can learn from Emily in Paris.


Key Takeaways

What’s Emily in Paris About?

The Netflix show depicts the life of a young American marketing executive, Emily Cooper, who is transplanted to Paris to a luxury marketing agency, Savoir. Her job is to provide an American point of view to the French market. The plot is mainly driven by the cultural clash between Emily and the French.

A Pop-Culture Moment: Don’t Be Like Emily, Says the Duolingo Ad

To mark the season two premiere of the Netflix series in 2022, the green owl invited Emilys everywhere to improve their French.

The campaign prepared by BETC for Duolingo urges the audience to not be like Emily and instead take some French lessons on Duolingo. This way, you will at least be able to understand all the bad things the French are saying about you.

“She showed up looking pretty, but she didn’t speak a lick of French.” 

The campaign launched at the time as the season two premiere, and for the next 48 hours, all Emilys were offered a month of free Duolingo Plus. Because it’s much more fun to live in Paris if you actually speak the language!

McDonald’s Emily in Paris Product Placement: The McBaguette

Following the show’s season 3 premier, viewers were met with a product placement they were not expecting: McDonald’s in Paris.

The audience is first introduced to the French version of the fast-food chain when Emily mentions to her former fling and current friend Gabriel that she tried to sell the American fast-food chain as a luxury brand. 

In the show, McDonald’s executives are looking for a way to crack the French market with the McBaguette. And Emily is there to help with it, coining the McBaguette “a little luxury”.

And if you’re wondering, yes, the McBaguette is indeed real. Though Emily in Paris mentions the sandwich as being brand new, McDonald’s history in France dates back much farther than Emily’s arrival. McBaguettes have resurfaced many times over the last decade after debuting in 2012 for a limited time.

Currently, you can find the McBaguette in select McDonald’s in France. The sandwich includes baguette bread, minced steak, salad, Emmental cheese, old-fashioned mustard and Dijon mustard sauce. The menu, of course, comes with fries, a drink and two macarons. Bon appétit!

5 Lessons from Emily in Paris for Marketers

1. Social Media Presence is Vital

While the way her personal Instagram follower growth on the show is not entirely realistic, Emily Cooper is right about one thing: Social media presence carries vital importance for a brand in this day and age.

Every digital marketer who is worth their salt already knows how important social media is to their overall marketing strategy. However, let us repeat it once more: Social media is an excellent tool for reaching out and connecting to current and potential customers. 

Using social media isn’t about being on all channels. It is about utilising the most appropriate channels for your business. Choose the best channel to reach your target audience after determining who your target audience is.

Read More: Social Commerce 101

2. Content is Queen

“It is not just about followers; it is about content, trust, interest, and engagements.”

Posting the right content in this new digital age has never been more critical. Although most brands know they need a social media presence, they lack a content strategy to support it. The correct content strategy can do wonders for increasing a brand’s presence in the market and in consumers’ minds.

Read More: Content Marketing for eCommerce

3. Improve the User Experience

“Your perfume is not how you smell.  It’s how you feel.”

Typically, customers buy attributes and experiences related to a product rather than the commodity or product itself. The more you make each customer feel special, the more positive word of mouth you’re going to get and the more sales you’re going to create.

Read More: How to Improve Your Personalised Search & Customer Experiences

4. Tap into Influencer Marketing

Influencer marketing aims to increase brand awareness and attract customers by working with influencers. Influencers have substantial potential to increase brand awareness due to their large number of followers. 

One important point made by Emily in the show is that picking influencers only based on their follower count is not a viable strategy. Brands must collaborate with influencers that align with the brand’s image and vision.

Similarly, in David Ogilvy’s view, it is an advertising agency’s responsibility to use the products and services of a brand when doing business with it. In Confessions of an Advertising Man, he closes his remarks with:

“And why not, pray tell? Are these not the finest goods and services on Earth? I think they are and that is why I advertise them.”

5. Think Outside the Box

Many believe that creativity is something that cannot be taught, and that is what makes it such a valuable asset. 

To differentiate yourself from your competitors, work with people with different backgrounds and, therefore, different ways of looking at the world. People who are not afraid to speak up and share their ideas will get to higher places, just like Emily did with Savoir 🙂

Wrapping Up

Let’s all try to be better marketers this year, while dreaming about working in Paris and meeting cute chefs and bankers, of course. Au revoir, bon courage et bon voyage!

Further Reading: 10 Marketing Lessons from Taylor Swift

Praised for her songwriting and storytelling skills by music critics and musicians such as Billy Joel, Carole King, and Paul McCartney, Taylor Swift is truly a force to be reckoned with in the music industry. However, she’s not only a brilliant artist but a savvy businesswoman, and the eCommerce industry can definitely learn from this musical genius.

Imagine a scorching summer’s day. You desperately want some ice cream, and there they are—two ice cream shops next to one another! However, one is completely empty, while the other has a big queue. Which one would you choose? The shop with the queue, right? Did you ever stop to think why?

The answer is simple: We care about the opinions of others. We can’t help it; it’s in our nature. You see those two ice cream shops, and your brain immediately goes, “If people are willing to wait extra minutes under the sun for two scopes of ice cream, that ice cream must be really worth it. I’ll get in line as well.”

This behavioural pattern is commonly referred to as “Social Proof” and is more of a subconscious decision. Social proof is sort of how we navigate life as well. When faced with situations where we’re not exactly sure what to do, we watch others and take our social cues from them.

So without further ado, meet Segmentify Social Proof. Segmentify Social Proof allows you to tap into one of the most significant marketing resources out there—your customers. 

This article explains what social proof is, how it works and why you need social proof marketing in eCommerce. You will discover how Segmentify Social Proof triggers purchasing and increases conversion rates by creating Fear of Missing Out (FOMO).

Key Takeaways

What is Social Proof?

In marketing, social proof refers to people being more likely to purchase a product that others are already buying. If people are purchasing a particular product, it must be because they’ve found value in the product and the business.

Different forms of social proof marketing exist in eCommerce: Customer reviews, product ratings, quantifiable data (how many people have it in their favourites, for example), list features, etc.

The Psychology Behind Social Proof Marketing

Social proof is built on the basic human instinct to follow and imitate the actions of others, as explained above. The term, popularised by psychologist Robert Cialdini, explains that in situations where people don’t know the proper way to behave, they will observe and imitate others to avoid uncomfortable situations.

Social Proof Theory is sometimes referred to as “Social Influence Theory” since it highlights the effect others have on our own behaviour. Social proof shows its effects, especially when we have to make quick decisions because looking at what others are doing and imitating them saves us a lot of time and energy.

According to Robert Cialdini, social proof is one of the Six Key Principles of Persuasion: reciprocation, consistency, social proof, liking, authority, and scarcity. When combined with the five other principles of persuasion, social proof is a powerful tool to influence people’s actions.

Six Principles of Persuasion by Robert Cialdini

Digital marketers discovered the power of a solid social proof marketing strategy long ago. They have been using social proof to convince and assure customers that they are purchasing the right product, which leads to higher conversion rates.

Social Conformity 

Basic human behaviour is shaped by social norms—generally accepted beliefs about what kind of behaviour is appropriate for a particular situation or community. Furthermore, in psychology, conformity refers to changing one’s behaviour to fit in with others.

Social Proof Marketing uses social conformity in terms of positive customer reviews, displaying the product’s popularity among customers.

Product detail page for a pair of slippers with a social proof pop-up that says, “All eyes on this! 435 people looked at this item in the last week!”.

The Bandwagon Effect

The bandwagon effect, also called herd mentality, is a psychological phenomenon in which people do something primarily because others are doing it, regardless of their own beliefs.

The bandwagon effect is a very effective social proof marketing tool. If you think about it, it is why we love browsing through the most popular products in an online store and eventually end up purchasing something.

Basket page with a “Top Sellers” recommendation widget.


The use of accessories, such as titles (e.g. Dr.) and uniforms, conveys an air of authority, making people more inclined to accept what a person says. For example, ad campaigns that feature doctors are excellent examples of this.

However, you certainly don’t need a doctor to promote your kitchen supplies. You need an authority figure appealing to your target audience, such as a chef for our kitchen supplies example.


Products are deemed more appealing when their availability is limited due to scarcity. Generally speaking, we are more likely to buy something if we know it is the last one or that the “special offer” will soon expire due to Fear of Missing Out (FOMO).

Further Reading: How Businesses are Making the Most of FOMO Marketing

Product detail page with a social proof pop-up that says, “Hurry Up! Only one left in stock!”.

4 Reasons Why eCommerce Needs Social Proof Marketing

As explained in the previous paragraphs, social proof is an excellent tool to influence people and trigger purchasing when combined with liking and scarcity. A good and reliable social proof solution lets you leverage people’s validation needs to convince hesitant shoppers.

Social proof increases conversion rates and improves the customer journey across all channels in real time.

1. Builds Trust and Conveys Credibility

People see purchasing as a form of commitment. That’s why they like to consult the opinions of other customers before finalising their decisions. These opinions may come in the form of actual reviews and scores, or it might be that 835 people have that product in their favourites. Hey, if 835 people have favourited it, it must be terrific, right? 

Long story short, social proof marketing helps build trust. Objective opinions of satisfied customers reassure visitors about the quality of your products and services. 

2. Gives Customers an Additional Reason to Purchase

What you’re doing with social proof marketing is giving additional information about the product without changing anything about the product itself. Displaying product ratings, how many times it was viewed, how many times it was bought, how many people have it in their carts, etc., helps make the product more desirable for the shopper.

Such information gives shoppers an additional reason to make a purchase by increasing the urgency. In the end, social proof helps increase conversion rates and decrease bounce rates.

3. Reduces Cart Abandonment

Cart Abandonment is one of the biggest problems eCommerce faces on a daily basis. Social proof marketing can be a vital tool in reducing cart abandonment rates.

Displaying information like “Previously Added to Basket Price”, which shows the customer the product’s price when it was added to the cart, will make the customer want not to miss this discount opportunity for products with lower prices.

Or if the product’s price increased since it was added to the cart, displaying such information will make the customer think maybe they should act faster when they like faster. Either way, last visit or basket prices will help you reduce cart abandonment rates.

4. Simplifies the Customer Journey

Consumers are faced with an incredible amount of choices—what to buy, where to buy from, etc. Since making a decision requires mental energy, people tend to give up completely to avoid making that mental effort when they feel overwhelmed.

This is where social proof comes in: Social proof marketing helps smooth out the shopping journey by simplifying the decision-making process for the customer. Plus, the real-time relevance plays into people’s need for validation from others and induces FOMO, reassuring the shoppers that they are following the consensus.

How Segmentify Helps with Social Proof Marketing

Social proof marketing is a delicate matter. You mustn’t overwhelm the shoppers with constant pop-ups and messages. But it’s also equally important that you deliver the right campaign messages to the right segments of shoppers at the right time. 

And for all of this, you need a solution you can entirely rely on and control easily. In other words, you need Segmentify Social Proof. So let’s take a look at how this solution helps eCommerce boost conversion rates by increasing urgency:

1. Build Rule-Based Triggers for Increased Engagement

It has been repeatedly proven that using social proof marketing to induce FOMO and create urgency triggers purchasing and increases conversion rates. However, it’s best to remember that there’s a correct time and place to create that sense of urgency.

You can’t convince people to buy something by saying, “There are only 100 left!” The key to success here is to display the right messages at the right time. Segmentify Social Proof allows you to set trigger points and conditions for timely and meaningful campaigns.  

2. Determine the Campaign Time and Frequency

It is an essential part of any digital marketing campaign that visitors and customers are not bombarded with the same messages over and over again. You know your customers better than anyone else, so the best way to ensure you don’t overwhelm your customers is to set the time and frequency of your campaigns yourself.

With its straightforward and elegant interface, Segmentify Social Proof lets you set your own conditions for when and how often the social proof pop-ups will appear so that you can select the best campaign intervals based on your goals and business strategy.

3. Customise the Styling

The looks aren’t everything, but they certainly do help! With Segmentify Social Proof, you can customise your social proof campaigns by changing the background and text colours, fonts, and pop-ups’ positions only with a few clicks.

Plus, social proof pop-ups come with icons as well. You can easily add a flame or clock icon to discount news to encourage customers to take action.

Of course, you get to preview your campaigns both for mobile and desktop devices before they go live. And if you have any additional customisation requests, the Segmentify Customer Success Team is always ready to help.

4. Create Targeted Campaigns

Another must-have for a successful marketing campaign is to engage with each visitor individually. Any digital marketer worth their salt knows that identifying behavioural patterns plays a central role in today’s eCommerce landscape.

Segmentify Social Proof ensures the consistency of your customer journeys across different segments. Using the segments created via Segmentify Rule-Based Segmentation or Dynamic Segmentation, you can build campaigns with higher relevancy and more precise targeting. Optimising your social proofing with targeted messages is a sure way to create highly personalised, seamless customer experiences.

5. Set Up a Campaign Library

There’s no need to prepare the same campaign over and over again from scratch. eCommerce marketing is all about efficiency and elegance!

You can archive your campaigns, go over your campaign history, and duplicate past campaigns as the needs arise with Segmentify Social Proof. You can also use Segmentify’s social proof campaign templates to save time and energy.

Wrapping Up

Social proof is all about psychological marketing tactics that can show customers that others have already had positive experiences with your business. It can help build trust and create a sense of urgency among prospective customers.

Let us be your guide if you’re considering getting started with social proof marketing. We’ll walk you through the process and show you how to make the most of it for your business.

Being scheduled for a Windows release in March 2023 and the soon-to-be-released tv adaptation by HBO put The Last of Us franchise on our radars once more. So, of course, we had to revisit Naughty Dog’s marketing strategy for The Last of Us Part II.

Key Takeaways

What’s The Last of Us About?

Allow me to explain for those of you who don’t know. The Last of Us is a 2013 action-adventure game developed by Naughty Dog and published by Sony Computer Entertainment. Players control Joel, a smuggler tasked with escorting a teenage girl, Ellie, across the post-apocalyptic United States.

One of the Most Anticipated Video Game Releases: The Last of Us Part II

Released in 2013, The Last of Us was an instant hit and received “universal acclaim” on Metacritic. The game received rave reviews for its character development, story, subtext, visuals, sound effects, and depiction of female and LGBT characters.

The Last of Us is recounted as one the greatest video games of all time, so naturally, upon its announcement in 2016, The Last of Us Part II became one of the most anticipated video game releases in recent history. 

From now on, we are entering the spoiler territory of the article. Proceed at your own risk.

Marketing with a Twist

The first trailer from The Last of Us Part II was released at the PlayStation Experience event on December 3, 2016. In the trailer, we see an older Ellie play the guitar, which Joel promised to teach her in the first game, and sing about revenge: “I know I will kill my enemies when they come”. Minutes later, the game’s theme is confirmed when she promises to find and kill “every last one of them”. 

Later, at the E3 2018 event, a gameplay trailer was released where we see Ellie dance with and kiss a woman named Dina. As a result, fans naturally drew conclusions about The Last of Us Part II based on these “clues”.

Let’s recap: We see Ellie talking to Joel about revenge in the announcement trailer. And it isn’t until  after Ellie kisses Dina that the gameplay trailer shows her hunting and killing people in the woods. 

The most logical conclusion players reached? Ellie wants to avenge Dina’s murder. 

However, fans were in for a surprise when they finally got their hands on The Last of Us Part II: They were controlling a character named Abby, not Ellie, as Naughty Dog had them believe.

Abby seems to be seeking revenge on someone, who turns out to be Joel. She somehow charms Joel and Tammy while they’re on a patrol and lures them back to her friends, the Washington Liberation Front.

In a horrific burst of violence, Joel is beaten with a golf club. Abby brutally finishes him off just as Ellie arrives, finally revealing the punchline of Naughty Dog’s marketing strategy for The Last of Us Part II.

The Aftermath: Did Naughty Dog’s Marketing Strategy Work?

The critics were divided on the game’s narrative and themes. Nevertheless, The Last of Us Part II was praised for its improved gameplay, graphical fidelity, cast performances, characters, audio design and music. It also received “universal acclaim” from Metacritic, just like the first game.

In its release weekend, The Last of Us Part II sold over 4 million copies worldwide, becoming the fastest-selling PlayStation 4 exclusive, beating Marvel’s Spider-Man’s 3.3 million and God of War’s 3.1 million in the same period.

What Naughty Dog got right with The Last of Us Part II marketing strategy was that they built on the first game’s emotional depth and the complex nature of feelings. After all, marketing without substance is bound to be forgotten and become dust in the wind.