Use personalization to localize your testimonials or social proof - it's a great way to build trust and showcase your local success stories.
Social proof in the form of testimonials, reviews and trust icons helps customers make a decision and feel confident about their choice. So if you use social proof on your website (and you should), create localized versions of it. This will further increase trust and it's a subtle way to show off local success stories.
To give you a practical walkthrough, we'll use beGlammed as an example. It's a service where you can book appointments with hair stylists who will come right to your home. The business operates in several cities in the US but their core market is Los Angeles. So, let's create a "localized social proof" personalization for LA for them.
For beGlammed, we created an audience for LA. To figure out which locations you should choose, check (Google) Analytics and pick 2-3 cities (or countries) where most of your visitors come from. Next, create one audience for each location.
Localizing social proof can mean many things - you could, for example, change logos in a logo gallery, display different customer success stories, swap out reviews, or change the "what the media says about us" section. For beGlammed, we'll focus on localizing the testimonials on the homepage.
On the original homepage of beGlammed, everyone sees the same testimonials, regardless of their location. It's a missed opportunity, considering that beGlammed has an entire page called "testimonials" dedicated to social proof. Click image to enlarge.
For any company that wants to position itself as close to their customers, localized social proof can be a great conversion booster. Depending on your business model, we recommend to localize by city, country, or region. So, are you ready to create some personalizations with local success stories?