Inconclusive
High confidence
Social Proof at Checkout Increases Orders; Social Proof at Top of Funnel Hurts — The Motley Fool
Conversion.com ran a series of social proof tests for The Motley Fool. Email capture modal with social proof statement: −11.2% in signups. Landing page testimonials: slight decrease. Order page with testimonials removed: significant decrease in transactions. The opposite effect at top vs. bottom of funnel revealed that social proof is stage-dependent.
Hypothesis
Social proof (testimonials and community size statements) would increase conversions at both top-of-funnel and bottom-of-funnel touchpoints
Why This Works
Key Learnings
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Test Idea
Winner
Authority
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Expected lift: 5%-15%
High confidence
Cro Program
50% Improvement In Conversion Rates Against A Stretch Target Of 30% For 3M B2B Marketing Pages
B2B Landing Page Optimization Program for 3M
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Expected lift: 20%-50%
High confidence
Ab Test
Positive
Sierra Club: Donation Page Conversion Optimisation
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Expected lift: 30%-50%
High confidence
Test Idea
Winner
Long-Form Landing Page → +52% Sales — Moz PRO Membership
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Expected lift: 50%-55%
High confidence
Best Practice
Loser
Video Testimonials Mid-Page on Lead-Gen Forms — Hurt Conversion
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Expected lift: -20%--5%
High confidence