Effective ICO page Social Proof elements that will earn investor’s trust

Any business needs to be perceived as credible and trustworthy so that a website visitor would be influenced and converted to a buyer, or in ICO case — contributor.Depending on your project’s industry, there are several ways how you can boost your credibility in your visitor’s eye.

• Testimonials

In the early stages of any ICO project ,the first testimonials are like piggybacking — you will want to be aligned with third parties as big and as credible as possible. And what happens in the end — they practically lend you part of their credibility.Which is not a bad thing at all. So, getting the interest of some big companies who might want to use your end product or service and would admit that they just can not wait for your ICO to reach hard cap, would be perfect. The same goes with notable, industry popular individuals, or influencers — getting their opinion and quotes might cost you a lot, but it would for sure add a lot to your existing credibility.

• Numbers

If there were two different cafes in front of you, one with many people in it, and one completely empty. Which would you choose to go to?In the same way, nobody wants to be the first one to invest and risk the chance of losing money.Thinking that way, showing how much has been invested so far, that way inviting your landing page visitor to join the e.g. 5000+ current contributors would make a huge difference.You can communicate your amount of contributors and contributions raised in a form of milestones.As a general rule of thumb, showing facts and figures in numbers works well for any commercial website, as long as the numbers are big enough, of course.

• Added transparency

Transparency is another thing which any investor should be concerned about and pay attention to when visiting your website. We think it should go without saying for any ICO, but these things SHOULD BE disclosed:

• Tokensale dates
• Token distribution
• Token allocation/use of funds
• Roadmap (what has been done so far and what is to come)
• Team members, advisors and their background (include their LinkedIn URLs when possible)

Numbers show the scope of the project.

• Social media proof

Just like in the example of cafes, you also would be more intrigued to know more about a project that has thousands of followers on different social media channels. If your project has many followers, subscribers or shares of certain posts, why not to show it? There is a high chance that it would trigger the “bandwagon effect”.

• Press mentions

Press/media coverage can add many credibility points to your ICO. Besides that, it usually takes a lot of patience, continuous communication and skills to get the attention of THE BIG MEDIA, so why not to show that you have accomplished that?Got a high rating on some of the top ICO listing sites, like ICOBench and TrackICO? Show that as well! Also, don’t forget to share on your social media how grateful you are for the mention.

• Live AMAs with the community

A not less important way to earn credibility is to be personal and connect with your community. Your ICOs community needs to feel like there is a real team, real people behind the project, who care about their opinion and want to engage with them.Let your community members ask you questions about the project and answer them in a live Ask Me Anything (AMA) sessions. Stream them live on Youtube, share on social media, but also show it on your landing page so that any new visitors can see that the people behind the project, first of all, are real, and secondly — know what they are doing.Besides everything mentioned above, there are some more ways that can be used to increase perceived trustworthiness and credibility:

• Making the landing page look professional
• Adding the Privacy Policy
• inspiring/confident copywriting
• Anything else you could think of that would increase the trust of your visitors when they look through your project’s website. It could be something specific to the industry which your project represents

BUT, if I want I can fake all or most of the things above..

If you are not sure that these effective ways of social proof mentioned might be enough, or you think that, realistically speaking, most of them could be easily faked — yes, that is true, but if you fake it, remember, that sooner or later you will be caught. Just think about it — if you, for example, would add fake partnerships with huge brands on your landing page, ANY visitor could easily contact those brands and ask them if the partnership is real. Then you would be in big trouble.

A recent example of how dangerous faking partnerships can become:

Coppay, a European fintech company that offers payment gateways for cryptocurrency paying customers, in a recent announcement claimed that Samsung will be using their service and are ready to offer their customers in the Baltic states all their products, smart-phones, TVs, tablets and others, for digital money.

This statement was proven to be wrong shortly after when Samsung found out about it and Samsung spokesperson explained that they do not have a partnership with Coppay. That lead to Coppay deleting their blog in which this bold announcement was written.

It is unknown how Samsung reacted to this afterwards, but we are quite sure that Coppay were in trouble and lost a lot of trust in the eyes of other third parties.

Now it is your time to implement those social proof tactics on your project’s page. And if already done, which ones gave you the best results?

We recommend to test these tactics. Only constantly testing various elements can lead you to the one best result, and when that happens — you will definitely see the results.

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