Social proof plus testimonials on a lead page: 33.22% to 43.52%
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding social proof to a lead-gen landing page raised its conversion rate from 33.22% to 39.95%, and adding testimonials on top took it to 43.52%.
KlientBoost ran this test for a lead-gen client and shared it on the KlientBoost blog.
That works out to about a 31% relative lift for the version with both.
- Version B (social proof): 39.95% vs 33.22%, about a 20% relative lift.
- Version C (social proof and testimonials): 43.52%, about a 31% relative lift over the original.
- Each step added more trust content, and each step converted better.
- No sample size, duration or significance figures were shared.
The change
Version C adds social proof and testimonials to a page that had neither; exact placement is approximate.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original landing page had no social proof or testimonials.
Variant
Version B added social proof to the page. Version C kept that social proof and added customer testimonials as well.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Lead forms ask visitors to hand over contact details, and proof that others trust the business lowers that risk.
- Testimonials add specific stories that general proof, like numbers or logos, can't give.
- Stacking two kinds of proof answers more doubts before the visitor reaches the form.
Caveats: The client and industry were not named, and no sample size or significance was shared. Published on the KlientBoost blog around late 2017, so the data is older.
Who ran it
KlientBoost ran this test for a KlientBoost lead-gen client and published the results (KlientBoost blog). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on KlientBoost →
How to run this test on your site
- Hypothesis
- If we add social proof and customer testimonials to our landing page, then form conversion rate will rise because visitors see that people like them already trust us.
- Primary metric
- Landing page form conversion rate
- Guardrails
- Lead quality
- Page load time
- Scroll depth to the form
- Who should test it
- Lead-gen pages that currently show little or no proof. It fits newer or lesser-known brands best. If your page already has strong reviews and logos, adding more may do little.
Questions
What counts as social proof on a landing page?
Anything that shows others already use or trust you: customer counts, ratings, client logos, press mentions or awards. Testimonials are one kind of social proof.
Should I use testimonials or other social proof?
In this test, using both beat using social proof alone.
Testing them in steps, as here, shows how much each one adds.
Where should social proof go on a lead page?
Near the form or the main call to action tends to work well, since that is where doubt peaks.
Test placement, as another KlientBoost client saw a large gain from moving testimonials higher.
Similar tests
KlientBoost
Apexure