# Rotating two social proof metrics: a further +2% conversion

- 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-rotating-two-social-proof-metrics/

Rotating two different social proof metrics on Hunter Boots product pages, instead of showing one message, added a further 2% to conversion in the UK and 1% in the US. Conversio ran this follow-up test using AB Tasty's social proof tools, and it was published as a VWO case study. It built on an earlier test where one message lifted conversion by 9% in the UK.

## Result

**a further +2% conversion**

- UK conversion: a further +2% on top of the earlier lift.
- US conversion: a further +1% on top of the earlier lift.
- These are small gains, and no significance was shared, so they may be within normal noise.

## Control

Product pages showed a single social proof message, the version that had already won an earlier test.

## Variant

Product pages rotated between two different social proof metrics, served through the vendor's social proof API.

## Why it likely won (our reading)

- A single message can fade into the background for repeat visitors. Rotating keeps it fresh.
- Different shoppers respond to different signals, so two metrics reach more of them.
- The gains were small, which is typical for a refinement of a change that already worked.

## Caveats

This was an iteration on the first social proof test. No sample size, duration or significance was shared, and lifts of 1-2% need large samples to confirm.

## How to run this test

- Hypothesis: If we rotate two social proof metrics on product pages instead of one, then conversion will rise slightly, because varied messages stay noticeable and reach shoppers who care about different signals.
- Primary metric: Conversion rate
- Guardrail: Add-to-cart rate
- Guardrail: Revenue per visitor
- Guardrail: Bounce rate
- Who should test it: Stores that already show one social proof message and have the traffic to detect small lifts. Without a winning first message, start with a single one.

---

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