Landing Page: Social Proof Optimization
Test Results
Key Learning
Problem: Users on the landing page need validation from others before committing — without visible proof of success, they hesitate.
What was tried: The variant changed the existing experience but introduced unexpected friction. (-8.5% change)
Why it failed: Social proof isn't universally positive — the wrong type, amount, or placement can feel manipulative or irrelevant.
How to Apply This to Your Site
This test showed that landing page: social proof optimization led to a -8.5% drop in conversions. The change was tested on a landing page page in the energy & utilities industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
Before you test: Consider that social proof tests typically require large sample sizes to detect small effects. This test ran for 13 days — plan for at least that long.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
A/B test on landing page testing social proof changes.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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