Result It would seem that
this would have very little effect, but in practice this small change increased sales by 34% – a big margin. Why is this? Having ‘social proof’, even in this basic form, humanizes the conversion experience
Result ‘Social proof’ is a
powerful tool that can have a demonstrable effect on conversion outcomes. But in this case, customers were just looking for the cheapest offer. Asking them to consider an additional piece of information – customer satisfaction – made them back away from the conversion.
Result Version B wins: It
has three bullet points, as opposed to words in speech bubbles. Removing a distraction from the page and reducing the risk of users navigating away from the page worked better
Whether you are right or
wrong: First, make sure you get the basics right before you start testing, and second, always be testing, because unless you test, you can never be absolutely sure.