# Customer review widget on a paid landing page: +14.5% conversion

- Outcome: Won
- Page type: Landing page (SaaS)
- Elements: Social proof, authority & press, Reviews & star ratings
- Date shared: 2015
- Test run by: [Dashlane](https://liftarchive.com/practitioners/dashlane/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingsherpa.com/article/case-study/dashlane-uses-customer-reviews-increase-clickthrough
- Page: https://liftarchive.com/test/dashlane-landing-page-review-widget/

Adding 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.

## Result

**+14.5% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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)
- Guardrail: Bounce rate
- Guardrail: Clicks away to the review site
- Guardrail: 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.

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Credit: Dashlane ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/dashlane-landing-page-review-widget/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.