Testimonials moved higher on a lead page: 12.28% to 23.62%
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsMoving testimonials higher up a lead-gen landing page raised its conversion rate from 12.28% to 23.62%, a relative lift of about 92%.
KlientBoost ran this test for a lead-gen client and shared it on the KlientBoost blog.
The testimonials themselves were already on the page; only their position changed.
- Conversion rate: 23.62% vs 12.28%, about a 92% relative lift.
- The change was in placement, not content, which makes this a low-cost test to copy.
- No sample size, duration or significance figures were shared, so the size of the lift may not hold at the same scale.
The change
The same testimonials move from low on the page to near the top; exact positions are approximate.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The landing page showed testimonials lower down, where many visitors would reach them only after scrolling.
Variant
The same testimonials were moved higher up the page, so visitors saw them sooner.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Many visitors never scroll far, so proof placed low on the page goes unseen.
- Seeing other customers' views before the form eases doubt at the moment of decision.
- A lift this large on a placement change suggests trust was the main barrier for this audience.
Caveats: The client was 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 move our testimonials higher on the landing page, closer to the form, then conversion rate will rise because more visitors see proof before they decide.
- Primary metric
- Landing page form conversion rate
- Guardrails
- Lead quality
- Bounce rate
- Time to form submit
- Who should test it
- Any lead-gen page with good testimonials sitting below the fold. It probably won't help if your testimonials are weak or generic, or if they already sit next to the form.
Questions
Where should testimonials go on a landing page?
Close to where visitors decide, often near the form or main call to action.
In this test, moving them higher nearly doubled conversions.
Does testimonial placement matter more than content?
Both matter, but placement is often overlooked. A strong testimonial no one sees can't help.
How many testimonials should a lead page show?
There is no fixed number. Two or three specific, credible quotes near the form are a sensible place to start testing.