Trust-building USP above the fold: +$32,003/month
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsAdding a clear trust-builder above the fold was credited with an extra $32,003 per month. Oliver Kenyon ran this test. The example shows a line reading 1000+ Real Customer Reviews with five stars, placed just above the main headline.
- +$32,003 per month in revenue. This is the only figure shared.
- No conversion rate, revenue per visitor or order value figures were given.
The change
A star rating and review count line was added just above the headline.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original page had no trust message in the first screen. Only an after mockup was shared, so the before layout is not shown.
Variant
A five-star rating line with a review count was added between the hero image and the headline, above the main button and Featured Products.
Why it likely won
Our reading of the result, not the practitioner's claim.
- new visitors decide fast whether a store is credible, and a large review count answers that before they scroll.
- putting proof next to the headline makes the claim in the headline easier to believe.
- the line is short, so it adds trust without pushing the button down much.
Caveats: Only one mockup and one figure were shared, with no sample size, test length or confidence level. The exact trust message the store used may differ from the example.
Who ran it
Oliver Kenyon (@oliverkenyon) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we place our strongest trust signal, such as review count or guarantee, above the fold next to the headline, then more visitors will buy because they trust the store sooner.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Bounce rate
- Click-through on main button
- Who should test it
- Stores with a real, impressive trust point like many reviews or a strong guarantee. If your review count is small, lead with a different strength instead.
Questions
What USP should go above the fold?
Your strongest trust point, such as a large review count, a money-back guarantee or fast shipping. The example here used a count of over 1,000 reviews.
Does showing a review count at the top help?
In this test, adding a trust-builder at the top was credited with $32,003 more per month. Details beyond that figure were not shared.
Where exactly should the trust line go?
In the example it sits between the hero image and the headline. That way it is seen in the first screen, before any scrolling.
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