Testimonial on vs off: +7.22% profit per visitor
Test run byKasper DolkMaison Commerce
Commentary byLiftArchiveOur analysis, not theirsShowing a testimonial lifted profit per visitor by 7.22% in Kasper Dolk's test, compared with showing none. Conversion rate rose 6.63% and revenue per visitor rose 7.10%. The testimonial version had a 94.4% chance of beating the version without it.
- Profit per visitor: +7.22% (€2.78 to €2.99), the main metric. The tool estimated about €61,095 more profit per month.
- Conversion rate: +6.63% (3.06% to 3.26%). More visitors bought.
- Revenue per visitor: +7.10% (€5.36 to €5.74).
- Average order value: no change (€175.30 vs €176.08). The gain came from more orders, not bigger ones.
- Probability to beat control: 94.4%. Strong, but just short of the 95% many teams use.
The change
The variant shows a testimonial; the page and placement were not shared, so this layout is illustrative.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The page without the testimonial. The post doesn't say which page it was.
Variant
The same page with a testimonial switched on. The post doesn't show the testimonial or where it appeared.
Why it likely won
Our reading of the result, not the practitioner's claim.
- a testimonial gives a real customer's voice, which can settle doubts that brand copy can't.
- with orders around €175, shoppers have more at stake, so proof from other buyers may matter more.
- Dolk's post simply urges more social proof, which suggests they see this pattern often.
Caveats: The post doesn't share the page, the testimonial, sample size or test length. The profit range ran from -2% to +17%, so a flat result can't be ruled out.
Who ran it
Kasper Dolk (@kasper_dolk) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we show a customer testimonial on the page, then more visitors will buy because they see proof from someone like them.
- Primary metric
- Profit per visitor
- Guardrails
- Average order value
- Conversion rate
- Page load time
- Who should test it
- Stores with strong, specific customer quotes and higher-priced orders where trust matters. It will do less if the page already carries lots of reviews.
Questions
Do testimonials increase conversion rate?
In this test, turning a testimonial on raised conversion rate by 6.63% and profit per visitor by 7.22%. The chance it beat the control was 94.4%.
Do testimonials raise average order value?
Not here. Order value stayed level at around €175, so the extra profit came from more people buying.
Is one testimonial enough to make a difference?
This test compared one testimonial against none and still saw a lift. The post doesn't test how many to show.