Instagram follower and climate shipping banner: +1.44% conversions
Commentary byLiftArchiveOur analysis, not theirsA banner showing IDEAL OF SWEDEN's Instagram follower count and its climate-compensated shipping raised conversions by 1.44% across all visitors.
The brand ran the test itself, and it was published as a VWO case study.
The lift was larger in countries that got the climate shipping message, at 1.6%, and 1.97% on product pages there.
- Conversions, all visitors: +1.44% for the winning banner.
- Conversions in climate-compensated countries: +1.6%. The shipping message was aimed at these visitors.
- Product pages for that group: +1.97%.
- These are small lifts, and no confidence level was shared, so they may be within normal noise.
The change
Banner with Instagram follower count and climate-compensated shipping added
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The site showed no banner about the brand's social following or shipping.
Variant
A banner showing the brand's Instagram follower count alongside messaging about climate-compensated shipping. Two banner versions were tested and the second one won.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A large follower count is social proof that many people already like the brand.
- Climate-compensated shipping speaks to a value the target buyers care about, which fits the higher lift where it was shown.
- Both messages aim to remove small doubts rather than create urgency, so a modest lift is what we'd expect.
Caveats: The lifts are small, and sample size, duration and confidence were not shared. The source doesn't say how the two banner versions differed.
Who ran it
IDEAL OF SWEDEN ran this test for IDEAL OF SWEDEN and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on IDEAL OF SWEDEN →
How to run this test on your store
- Hypothesis
- If we show our social following and a shipping promise our buyers care about, then more visitors will add to cart because the banner builds trust.
- Primary metric
- Add-to-cart rate
- Guardrails
- Orders per visitor
- Click-away to social profiles
- Bounce rate
- Who should test it
- Brands with a large, real social following or a shipping benefit that matters to their buyers. With a small following, showing the number may hurt rather than help.
Questions
Does showing social media follower counts help conversions?
It can act as social proof when the number is large.
Here it lifted conversions by a small 1.44% alongside a shipping message.
Do sustainability messages increase sales?
They seem to work best when aimed at shoppers who care.
In this test the lift was higher in the countries targeted with the climate shipping message.
Is a 1.44% lift worth it?
On a high-traffic store, small lifts add up.
But without a confidence level, retest before relying on it.
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