Facebook likes count on a clinic landing page: +70% conversions
Commentary byLiftArchiveOur analysis, not theirsAdding a Facebook likes count to Kaya Skin Clinic's landing page was reported to raise form conversions by a further 70% on top of a reworded form heading.
The agency Ultraviolet Digital ran the test for the Indian dermatology clinic chain, and it was published as a VWO case study.
The source does not make clear what the 70% is measured against.
- Form conversions: reported as a further 70% lift from adding the Facebook likes count.
- The baseline for the 70% is not clearly stated, so it is unclear whether it compares to the original page or the reworded one.
- The test ran for 45 days with three arms. Sample size and confidence level were not shared.
The change
The variant adds a Facebook likes count to the booking page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The landing page with the reworded 'Expert opinion' text above the appointment form, and no social media integration.
Variant
The same page with a Facebook widget added that showed how many people liked Kaya's page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A large likes count signals that many people already know and trust the clinic, which lowers the risk of booking.
- Visitors choosing a skin clinic may worry about quality, and visible popularity helps answer that.
- The widget comes from a well-known third party, so it may feel more credible than a claim made by the clinic itself.
Caveats: The source does not clearly state what the 70% lift is measured against, and sample size and confidence were not shared. Facebook like widgets are an older tactic, and how visitors read them today may differ.
Who ran it
Ultraviolet Digital ran this test for dermatology and skin clinic chain (India) 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 Ultraviolet Digital →
How to run this test on your site
- Hypothesis
- If we show a count of our social media followers or likes near the booking form, then more visitors will book because the number signals that many others trust us.
- Primary metric
- Appointment form submission rate
- Guardrails
- Page load time
- Clicks away to the social network
- Lead-to-sale rate
- Who should test it
- Local service businesses and clinics with a large, real following on a social network. It may hurt if your count is small, and it adds little if you already show stronger proof such as reviews or ratings.
Questions
Does showing social media likes increase conversions?
It can when the number is large and relevant.
In this test it was reported to add a 70% lift, though the baseline was not clear.
Is a follower count better than customer reviews?
Reviews usually carry more detail and trust. A follower count is a quick signal of popularity, and it can work alongside reviews.
Can social proof hurt a landing page?
Yes. A low count can signal that few people use you, and a third-party widget can slow the page or pull visitors away.
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