# Social proof messages on product pages: +9% conversion (UK)

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Social proof, authority & press
- Test run by: [Conversio](https://liftarchive.com/practitioners/conversio/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/hunter-boots-value-social-proof/
- Page: https://liftarchive.com/test/hunter-boots-pdp-social-proof-messages/

Adding messages about product popularity to Hunter Boots product pages lifted conversion by 9% in the UK and 6% in the US. Conversio, a London optimization agency, ran the test using AB Tasty's social proof feature. It was published as a VWO case study.

## Result

**+9% conversion (UK)**

- UK conversion rate: +9%.
- US conversion rate: +6%. The two markets were measured separately.
- Product view counts mattered more to US shoppers than to UK shoppers.

## Control

Product pages showed no social proof messages about how popular a product was.

## Variant

Product pages showed a message about the product's popularity. The wording and position were refined after a first proof of concept and tuned for UK and US shoppers.

## Why it likely won (our reading)

- Seeing that others are looking at or buying a product reassures shoppers they are making a good choice.
- It likely helped most on newer categories where shoppers knew less about the products, which the brand pointed out.
- Tuning the message for each market made it more relevant than one global message would be.

## Caveats

This result followed a proof of concept and several rounds of refinement. No sample size, duration or significance was shared, and the testing vendor published the case study.

## How to run this test

- Hypothesis: If we show a popularity message on product pages, such as recent views or purchases, then conversion will rise, because shoppers feel more sure of their choice when they see others are interested.
- Primary metric: Conversion rate
- Guardrail: Add-to-cart rate
- Guardrail: Return rate
- Guardrail: Revenue per visitor
- Who should test it: Brands with enough traffic that popularity numbers look real, and new or unfamiliar products. Small stores with low numbers may hurt trust by showing them.

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Credit: Conversio ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/hunter-boots-pdp-social-proof-messages/).
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.