Winner
Low confidence
Airbnb: Listing Page — Customer Rating Averages Above Search Results
In this simple experiment, Airbnb tested the display of customer rarings averages on their search results screen. The tested copy was a form of social proof which showed the average rating of the properties for a given city (defined by the search).
Hypothesis
If we test a similar change on our listing pages as Airbnb tested, then our conversion metric will likely improve based on their implementation decision.
Why This Works
Key Learnings
Viewed 10+ times
Related Entries
Test Idea
Winner
Authority
social_proofsignup
Expected lift: 5%-15%
High confidence
Test Idea
Inconclusive
Social Proof at Checkout Increases Orders; Social Proof at Top of Funnel Hurts — The Motley Fool
social_prooflanding_page
High confidence
Test Idea
Winner
Multiple Steps
navigationlisting
Expected lift: 5%-5%
High confidence
Test Idea
Winner
Pattern #2: Icon Labels
formslisting
Expected lift: 5%-15%
High confidence
Best Practice
Loser
Video Testimonials Mid-Page on Lead-Gen Forms — Hurt Conversion
social_prooflanding
Expected lift: -20%--5%
High confidence