# 'Bought today' line under the buy button doubled transaction rate

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Social proof, authority & press
- Test run by: [NYX Professional Makeup](https://liftarchive.com/practitioners/nyx-professional-makeup/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/nyx-professional-makeup-social-proof/
- Page: https://liftarchive.com/test/nyx-pdp-purchased-today-vs-viewed-message/

Adding a line under the buy button that showed how many units were bought that day doubled the transaction rate on NYX Professional Makeup product pages. A version showing how many times the item was viewed lifted the transaction rate by 33%. NYX Professional Makeup ran the test on its French desktop site, and it was published as a VWO case study.

## Result

**Purchases message: +43% CTR**

- Purchases message: buy-button click-through rate +43%, transaction rate doubled.
- Views message: buy-button click-through rate +32%, transaction rate +33%.
- Bounce rate fell about 38% for both versions.
- Purchases beat views on every metric shared.

## Control

A standard product page with no social proof line.

## Variant

Variant 1 added a line under the buy button saying how many units were purchased that day. Variant 2 said how many times the item had been viewed.

## Why it likely won (our reading)

- Beauty shoppers follow trends, so knowing others are buying an item now is a strong signal.
- A purchase count is stronger proof than a view count, since a purchase shows commitment.
- Placing the line right under the buy button puts the cue at the moment of decision.

## Caveats

The test ran for a full business cycle on desktop only, on the French site. It used the testing vendor's own social proof template, and sample size and confidence were not shared.

## How to run this test

- Hypothesis: If we show how many people bought an item today under the buy button, then more visitors will buy because they see others choosing it.
- Primary metric: Transaction rate
- Guardrail: Buy-button click-through rate
- Guardrail: Bounce rate
- Guardrail: Return rate
- Who should test it: Stores with enough daily sales per product to show real, believable counts. It can backfire on low-traffic products where the number is tiny, and the counts must be true.

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Credit: NYX Professional Makeup ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/nyx-pdp-purchased-today-vs-viewed-message/).
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.