Logos, testimonials and split paths on home page: +5% demo page visits
Commentary byLiftArchiveOur analysis, not theirsAdding customer logos, testimonials, a 'Why POSist?' section and separate paths for switchers and first-time buyers lifted home page visits to the Contact Us page by about 5%.
The marketing team at POSist (now Restroworks), a restaurant POS software company, ran this test, and it was published as a VWO case study.
Several changes shipped together, so the lift belongs to the package, not to any single element.
- Visits from the home page to the Contact Us page: up about 5%. This was the goal the team tracked.
- The test ran for one week, and POSist made the new version its live home page.
- Demo sign-ups themselves were not the metric here, so the effect on leads from this test alone is not shared.
The change
Variant adds logos, testimonials, a 'Why POSist?' section and two buyer paths
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The winning home page from POSist's previous test, without prominent customer logos, testimonials or a section explaining why to choose POSist.
Variant
The same page with customer logos, testimonials and a 'Why POSist?' section added. Visitors were also split into two paths: those switching from another POS system and those buying one for the first time.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Logos and testimonials from known restaurants may have made a niche software vendor feel safer to contact.
- Most prospects were switching from existing software, so a path built for switchers likely spoke to their main worry.
- A 'Why POSist?' section gave comparison shoppers a quick answer before they had to talk to sales.
Caveats: This was a bundled change, so no single element can take the credit. It ran for only one week, sample size and confidence were not shared, and the data dates from around 2018.
Who ran it
POSist ran this test 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 POSist →
How to run this test on your site
- Hypothesis
- If we add customer logos, testimonials and separate paths for switchers and first-time buyers to the home page, then more visitors will go on to the contact page because the page will feel more credible and more relevant to their situation.
- Primary metric
- Home page to contact or demo page click-through rate
- Guardrails
- Demo request completions
- Lead quality (sales-qualified rate)
- Home page bounce rate
- Who should test it
- B2B SaaS companies selling to a niche industry where many buyers are replacing an incumbent tool. It probably matters less if you already show strong social proof or if almost all buyers are first-time users.
Questions
Do customer logos on a SaaS home page increase leads?
They often help when buyers do not know your brand yet.
In this test logos shipped alongside other changes, so their exact share of the 5% lift is unknown.
Should a SaaS home page split visitors by buyer type?
If one group, such as people switching from a rival tool, has distinct questions, a dedicated path can answer them faster.
Test it, because extra choices can also slow people down.
Is a one-week test long enough?
Often not. One week may miss weekday and weekend differences, so check that you reached a planned sample size before calling a winner.