# Instagram follower and climate shipping banner: +1.44% conversions

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Social proof, authority & press, Shipping & delivery messaging
- Test run by: [IDEAL OF SWEDEN](https://liftarchive.com/practitioners/ideal-of-sweden/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/ideal-of-sweden-increases-purchases-through-quick-tests/
- Page: https://liftarchive.com/test/ideal-of-sweden-instagram-followers-climate-shipping-banner/

A 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.

## Result

**+1.44% conversions**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Orders per visitor
- Guardrail: Click-away to social profiles
- Guardrail: 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.

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Credit: IDEAL OF SWEDEN ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/ideal-of-sweden-instagram-followers-climate-shipping-banner/).
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.