How to get started with intent-based social proof

Social proof is everywhere. And that’s the problem.

Most brands run it sitewide, triggered on page-load to each and every visitors. It works brilliantly for some visitors, but damages conversion for others. Early urgency messages can cause anxiety and exits, especially for visitors who have yet to show any intent to purchase.

We covered the status quo of social proof already, but for a quick recap, if you only measure generic conversion rate uplift, you see the benefit for those it helps but miss the hidden downside for those it turns off. That’s why the first step is to rethink why you’re using it at all.

Remind yourself why you’re using social proof

Why are you really doing social proof? It may start off as a best practice, that is low-hanging fruit to “increase conversion rate” or “drive more revenue”, but that’s only half the story. Social Proof is ultimately about encouraging a certain behaviour from an individual by using the influence that the actions, choices or approvals of others have on them. And when you apply the message to everyone, all the time, you’re missing the real opportunity - and ultimately playing conversion roulette.

Urgency-style proof like “X people bought this today” might give high-intent visitors the final nudge, but it can spook a casual browser into leaving. Without understanding these nuances of an experience (by splitting results by audience and keeping a control group for each stage), you’ll never see the drop hiding inside your averages. Which brings us to the next question: who exactly are you showing it to?

Rethink who you’re delivering it to

Do all your visitors get the same message at the same time? They shouldn’t. High-intent visitors close to purchase are often persuaded by urgency. That same message can make a low-intent browser feel pushed and leave. In fact, urgency messaging can decrease conversion for low-intent visitors by 4–5%.

Instead, Bestseller messaging can help low-intent users refine their choices by pointing them to popular items. But it can also distract a high-intent shopper who’s already found what they want, just like showing unrelated recommendations in checkout can derail the final purchase. The key is knowing which messages work for which segments — and that’s where a more targeted, step-by-step approach comes in.

Step-by-step: How to get started with intent-based social proof

1: Analyse or test across intent stages

Start with what you’re running today, but split results by low, building, and high intent. Maintain a control group for each stage to compare “no message” against “message.” This is where the surprises appear. Urgency might lift high-intent conversion by 10% but drop low-intent by 4–5%.

2: Exclude the unsuited audiences

If urgency is scaring off browsers, remove it for those segments. Replace it with different messaging styles that fit their stage. Bestseller or top-rated messages can help low-intent visitors explore, while reassurance works better for those already on the brink of purchase. For segments where the original Social Proof didn’t work, consider testing alternative messages entirely.

3: Layer in real-time signals

Static triggers are blunt. Use signals like a drop in purchase confidence or increase in a visitor’s likelihood to abandon to time your messaging more precisely. For example, one jewellery brand predicted basket backtracking and swapped urgency for reassurance style Social Proof. This single change lifted conversion for that segment by 25%.

4: Bring in affinities and more

Make it personal. If someone’s deep into a specific brand or category, show them messaging that reflects it. “Custom rings designed this month” speaks to an engagement ring shopper. In a multi-brand store, tie the experience to brand loyalty, like “People who love [Brand X] also love this.”

5: Iterate and evolve

For segments without strong affinities, use it as a discovery tool rather than reassurance. Keep testing new messages for each stage, refining your targeting, and improving your timing. Social proof should get sharper over time, not sit as a static, set-and-forget feature.

A real-world example from a jewellery & watch retailer

A premium UK jewellery and watch retailer faced a familiar problem. Shoppers were reaching the basket, then backing out to browse again or revisit product pages. For higher-value, considered purchases, this hesitation was a sign of uncertainty. The team realised not every basket visitor needed urgency, some needed reassurance.

Using intent signals, they built a segment of visitors showing backtracking behaviour and delivered targeted in-basket reassurance, highlighting flexible delivery and secure payment options. This message appeared only to those who needed it, avoiding unnecessary noise for confident buyers. The result was a 25% uplift in conversion for that segment.

This example shows how the right message at the right moment can have a big impact, which leads to the bigger picture of what happens when you get intent-based social proof right. You can read the full customer story here.

The impact of using intent in social proof

When intent guides your targeting and timing, you keep the uplift without the hidden drop-offs. Better timing can amplify gains, and removing harmful triggers boosts coverage. Over time, social proof becomes a natural part of the journey, helping with discovery, reassurance, and evaluation, instead of a blunt, one-size-fits-all tactic.

Social proof works when it works for the right people. Intent makes that possible. Want to see what that could look like for your brand? Book a demo.