Loser
Medium confidence
Social Counts Can Backfire on Lead-Gen Pages (-17.3%)
[company] Test #464 on Expertinstitute.com: copy showing the number of experts accessible after filling a lead form was added to a legal expert lead-gen page. Impact: -17.3% leads on both initial progression (multi-step form) and completed leads. In contrast, Tests #369 and #380 on Getninjas.com.br showed social counts work for service providers (+19–26.8%).
Hypothesis
Showing the number of experts in a category will reassure users — it can actually create anxiety or confusion.
Why This Works
Key Learnings
Expected Lift Range
Viewed 6+ times
Related Entries
Test Idea
Winner
Remove Navigation from Landing Pages (Tunnel) → +14.3% Signups
navigationlanding
Expected lift: 10%-25%
High confidence
Test Idea
Winner
Authority
social_proofsignup
Expected lift: 5%-15%
High confidence
Test Idea
Winner
Loan Form: USPs + Awards + Time-to-Complete Indicator → +87% Conversion
formlanding
Expected lift: 10%-55%
High confidence
Test Idea
Winner
Multi-Step Form (Gradual Reassurance) → +36.4% Leads
formlanding
Expected lift: 15%-45%
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