Testimonials and About section moved higher: +63% MBA brochure leads
Test run byApexureCRO agency
Commentary byLiftArchiveOur analysis, not theirsMoving the alumni video testimonials and the About Us section higher on an MBA landing page lifted the brochure download rate from 3.91% to 6.38%, a 63% increase.
Apexure ran this A/B test in Unbounce for IMD, a business school, after studying Crazy Egg heatmaps.
Both changes were tested together in one variant, so the lift belongs to the pair, not either change alone.
- Brochure download conversion rate: 3.91% to 6.38%, a 63% relative lift.
- Both moves shipped in one variant, so the result can't be split between the testimonials and the About section.
- Test length and the number of downloads were not shared.
The change
Alumni videos and the About section move up, ahead of the programme details.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The first live version of IMD's MBA landing page, with alumni video testimonials low on the page and the About Us section placed after the programme details.
Variant
The same page with the video testimonials moved higher and the About Us section moved ahead of the programme details.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Prospective students saw proof from alumni while still deciding if the programme fit them, rather than after they had already left.
- Putting the school's credentials before the programme details matched the order of questions visitors seemed to ask: who are you, then what do you offer.
- For a big, costly decision like an MBA, trust signals early on may matter more than extra detail.
Caveats: Two changes were tested together in one variant. No sample size, test length or confidence level was shared.
Who ran it
Apexure ran this test for a business school (MBA programme leads) and published the results (Apexure case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Apexure →
How to run this test on your site
- Hypothesis
- If we move testimonials and institution credentials above the programme details, then more visitors will request a brochure because they trust us before they start weighing the details.
- Primary metric
- Brochure download (lead form) conversion rate
- Guardrails
- Lead-to-application rate
- Scroll depth to the form
- Form completion rate on mobile
- Who should test it
- Schools, course providers and lead-gen businesses selling a high-consideration service to visitors who may not know the brand. Less likely to help when visitors already know you well, such as returning or branded-search traffic.
Questions
Where should testimonials go on a landing page?
Often higher than you think. In this test, moving alumni videos up, together with the About section, lifted brochure downloads 63%.
Should the About Us section come before or after product details?
For an unfamiliar or high-stakes offer, leading with credibility can help.
Test the order, since well-known brands may not need it.
Is it a problem to test two changes in one variant?
It can find a winner faster, but you won't know which change did the work.
Follow up with separate tests if you need to know.
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