Customer review widget on a paid landing page: +14.5% conversion
Commentary byLiftArchiveOur analysis, not theirsAdding a customer review widget with star ratings to Dashlane's paid ad landing page lifted its conversion rate by 14.5%.
Dashlane ran the change itself, and it was published as a MarketingSherpa case study.
It was a before/after comparison, not a split test.
- Landing page conversion rate: +14.5% after the review widget was added.
- No split test: the figure compares results before and after, so seasonality or ad changes could account for part of it.
The change
The variant adds star ratings and a customer review widget.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The landing page that Dashlane's paid ads pointed to had no customer reviews on it.
Variant
The same landing page added a customer review widget with star ratings, matching the stars people had just seen on the ads.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The stars carried on from the ad to the page, so visitors saw the same trust signal at both steps.
- For a security product, reviews from other users can answer the question 'can I trust this?' faster than the company's own claims.
- Visitors who wanted more detail could read full reviews, while others could just glance at the stars.
Caveats: This is a before/after comparison, not a split test. No sample size, duration or confidence level was shared, and the data dates from around 2015.
Who ran it
Dashlane ran this test and published the results (MarketingSherpa case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Dashlane →
How to run this test on your site
- Hypothesis
- If we add a customer review widget with star ratings to our paid landing page, then more visitors will sign up because third-party proof eases doubts about trust.
- Primary metric
- Landing page conversion rate (sign-ups or purchases)
- Guardrails
- Bounce rate
- Clicks away to the review site
- Paid plan uptake after sign-up
- Who should test it
- SaaS companies with a solid base of good reviews, especially when the ads already show stars. It may not help when reviews are few or mixed, or when the page is for an established brand people already trust.
Questions
Do customer reviews improve SaaS landing page conversion?
Often, yes, when buyers worry about trust. Dashlane saw a 14.5% lift after adding a review widget, though the result came from a before/after comparison.
Should landing page reviews match the ads?
Dashlane's team said showing the same stars on the ad and the page gave visitors a consistent trust signal. That continuity is worth testing.