# Recent product views line under reviews: +2.4% transactions

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Social proof, authority & press
- Test run by: [Decathlon UK](https://liftarchive.com/practitioners/decathlon-uk/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/decathlon-social-proof/
- Page: https://liftarchive.com/test/decathlon-uk-product-views-social-proof-line/

One line under the review stars showing how many shoppers had recently viewed a product lifted transactions by 2.4% and revenue by 1.3%. Decathlon UK ran this test on 400 product pages, and it was published as a VWO case study. Returning visitors and products under 10 pounds responded best.

## Result

**+2.4% transactions**

- All visitors: add-to-cart clicks +1.5%, transactions +2.4%, revenue +1.3%.
- Returning visitors: add-to-cart clicks +2.8%, transactions +3.3%, revenue +2.8%.
- The message worked better on items under 10 pounds than on expensive items such as bikes or skis. Exact figures by price were not shared.

## Control

Product pages showed review stars and then the product description, with no view-count message.

## Variant

A single line under the review stars showed how many times other shoppers had viewed the product recently. It only appeared once a product passed 20 views.

## Why it likely won (our reading)

- A view count tells shoppers others are interested, which reassures them when they are unsure.
- Returning visitors already trust the brand, so they may put more weight on what other shoppers do.
- For cheap items a small nudge can tip the decision. Big purchases need more than popularity to justify them.
- The 20-view minimum kept the message from showing weak numbers on less popular products.

## Caveats

The test used AB Tasty's social proof widget. No sample size, duration or confidence level was shared, and segment results came from analysis after the test.

## How to run this test

- Hypothesis: If we show how many shoppers recently viewed a product, just under the review stars, then more visitors will add to cart and buy because they see that others are interested.
- Primary metric: Transactions per visitor on product pages
- Guardrail: Revenue per visitor
- Guardrail: Add-to-cart rate
- Guardrail: Return rate
- Who should test it: Stores with enough traffic for real view counts and many lower-priced items. Low-traffic stores would show small numbers or nothing, and for high-ticket items the effect may be weak.

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Credit: Decathlon UK ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/decathlon-uk-product-views-social-proof-line/).
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.