Hid the social proof slider atop an advertorial: +2.96% RPV
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsHiding the social proof slider at the top of an advertorial lifted revenue per visitor by 2.96% in Dave Diederen's test. Conversion rate rose 2.29% and profit per visitor rose 3.62%. Average order value did not change.
- Revenue per visitor: +2.96% ($1.91 to $1.97). A small gain with a range of -8% to +15%.
- Conversion rate: +2.29% (1.85% to 1.89%). Slightly more readers bought.
- Profit per visitor: +3.62% ($1.40 to $1.45). This was the primary metric in the tool.
- Average order value: no change ($103.58 vs $104.25).
The change
The social proof slider at the top of the advertorial is removed.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The advertorial opened with a slider of social proof, such as reviews, before the article content.
Variant
The social proof slider was hidden completely, so the page opened straight into the article.
Why it likely won
Our reading of the result, not the practitioner's claim.
- cold traffic arrives sceptical, and proof shown before the problem is set up asks for trust too early.
- the first screen of an advertorial works best when it pulls people into the story.
- social proof likely does more lower down, once the reader cares about the problem.
Caveats: The lift is small and every range includes a loss. Sample size and test length were not shared; Dave Diederen says other brands showed the same result, but only one is shown.
Who ran it
Dave Diederen (@DaveDiederen) 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 remove the social proof slider from the top of our advertorial, then more readers will engage with the story and buy because the opening focuses on their problem.
- Primary metric
- Profit per visitor
- Guardrails
- Average order value
- Scroll depth
- Click-through to product page
- Who should test it
- Brands running cold paid traffic to advertorials or listicles that open with reviews or ratings. It may not apply to warm or returning traffic that already knows the brand.
Questions
Should an advertorial open with reviews?
This test says no. Hiding the social proof slider at the top lifted revenue per visitor by 2.96% and profit per visitor by 3.62%.
Where should social proof go on a listicle or advertorial?
Dave Diederen suggests lower down, after the problem is set up. The test only removed the top slider, so proof lower on the page stayed.
Does less social proof lower order value?
Not here. Average order value was flat at about $104.
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