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
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Video Testimonials Mid-Page on Lead-Gen Forms — Hurt Conversion
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Expected lift: -20%--5%
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Test Idea
Inconclusive
Social Proof at Checkout Increases Orders; Social Proof at Top of Funnel Hurts — The Motley Fool
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High confidence