Product testimonials below Add to Cart: up to +20.35% conversion
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsPlacing product-specific customer testimonials directly below the Add to Cart button lifted Supergut's conversion rate by up to 20.35%.
Visually ran this test with Supergut, a gut health supplement brand, and published it as a Visually case study.
The change lifted conversion on every product page tested.
- Conversion rate: up to +20.35%, the best result across the product pages tested.
- Every product page in the test showed a lift, though the per-page figures were not shared.
- Sample size, duration and confidence level were not shared.
The change
Product-specific testimonials added directly below Add to Cart
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product pages had no product-specific testimonials near the buy button.
Variant
Customer testimonials written about that specific product sat directly below Add to Cart.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Supplement buyers want proof that a product works for people like them. Testimonials at the buy button answer that at the moment of decision.
- Product-specific quotes feel more relevant than generic brand praise.
- Shoppers no longer need to scroll down to the reviews section to find reassurance.
Caveats: The 20.35% figure is the best result across several product pages, so a typical page likely gained less. Visually reported this result in its own marketing case study. Sample size, test length and statistical confidence were not shared.
Who ran it
Visually ran this test for Supergut and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we place product-specific testimonials directly below Add to Cart, then conversion rate will rise because shoppers see proof where they decide to buy.
- Primary metric
- Conversion rate
- Guardrails
- Add-to-cart rate
- Average order value
- Revenue per visitor
- Who should test it
- Stores selling products where results matter, such as supplements or skincare, that have strong product-level testimonials. It will do less if you have few reviews per product.
Questions
Where should testimonials go on a product page?
Close to the buy button is worth testing.
Supergut saw up to a 20.35% conversion lift by placing them directly below Add to Cart.
Should testimonials be product-specific or about the brand?
Product-specific quotes tend to feel more relevant because they speak to the item being viewed. Supergut's test used product-specific ones.
How many testimonials should I show near Add to Cart?
The case study did not say. Start with a short set of one to three so the buy area stays clean.
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