The UserStats Story
Over the last 10 years Dr David Darmanin (creator of UserStats) has consulted and grown multiple web businesses - generating hundreds of millions of dollars in new revenue. During this time, one of the most interesting discoveries Dr Darmanin made was that showing usage numbers (proof) to site visitors led to an increase in the number of prospects that converted into users or customers (conversion rate).
Despite the great results he achieved by leveraging this Social Proof Dr Darmanin noticed there were 2 key challenges to successfully displaying usage stats on websites:
1) It took client dev teams too long to build and maintain real time stats for the site
2) User tests showed that site visitors were unsure if the stats were trustworthy
In late 2013 Dr Darmanin secured investment and top talent to build a tool to solve these problems. UserStats was built with simplicity in mind - by simply adding a tracking script (similar to Google Analytics) to a site and setting a goal to track any site owner can have live stats displayed on their pages within the hour.
Dr. David Darmanin
Conversion Rate Expert and
Founder of OptimizationLab
Robert B. Cialdini
Regents' Professor Emeritus of Psychology and Marketing
at Arizona State University
The Science behind Social Proof
Social proof is one of Robert Cialdini's six principles of persuasion, (along with reciprocity, commitment/consistency, authority, liking, and scarcity) which maintains that people are especially likely to perform certain actions when they relate to the people who performed the same actions before them.
Darmanin's findings confirmed the principles laid out by Professor Robert Cialdini - in his book 'Influence - the Psychology of Persuasion' i.e. people will do things that they see other people are doing. For example, in one experiment, one or more confederates would look up into the sky; bystanders would then look up into the sky to see what they were seeing. At one point this experiment aborted, as so many people were looking up that they stopped traffic!