Landing: Social Counts (Activity Numbers) on Service Platforms
Hypothesis
Showing the number of active users, service requests, or transactions in a category will add social proof and motivate sign-ups.
Test Results
Key Learning
Problem: Users on the landing need validation from others before committing — without visible proof of success, they hesitate.
What worked: Social proof through activity numbers ('10,000 requests this month' or 'average $850 earned per job') taps into FOMO and validates the platform's value. Most effective when the numbers are genuinely impressive. Can backfire when numbers look small. (+20.0% lift)
Takeaway: A meaningful improvement that compounds with other optimizations. Now test the placement of this social proof — positioning near CTAs, in pricing sections, and in checkout flows often amplifies the effect.
How to Apply This to Your Site
This experiment demonstrated that landing: social counts (activity numbers) on service platforms can produce a +20.0% improvement in conversions. The test was run on a landing page page in the cross-industry industry.
Before you test: Consider that social proof tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
Tests #369 and #380 .br: showing the number of service requests per month per category (+26.8% leads) and the average earnings from a category (+19.6% leads) both produced significant wins. Social counts work well when the numbers are impressive and relevant.
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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