Customer logos on trial sign-up page: 36% to 40.3% (+12%)
Commentary byLiftArchiveOur analysis, not theirsAdding customer logos to Teamleader's free trial sign-up page raised conversion on the Dutch site from 36% to 40.3%, about a 12% relative lift.
Teamleader ran the test itself, published as a VWO case study.
A second variant with product offering information was also tested, but its result wasn't shared.
- Customer-logo variant: conversion rose from 36% to 40.3%, about +12% relative.
- The product-information variant's result was not reported.
- Sample size, duration and confidence were not shared.
The change
Winning variant adds customer logos to the sign-up page
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original free trial sign-up page on Teamleader's Netherlands site.
Variant
Two variants were tested: one added information about Teamleader's product offering, the other added customer logos. The customer-logo version won.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Logos of known customers show that other businesses already trust the product, which matters for a CRM holding company data.
- Social proof eases doubt right at the moment of sign-up.
- Visitors on a sign-up page have likely already read about the product, so more feature detail may add less than reassurance.
Caveats: Only the winning logo variant's numbers were shared. Sample size, duration and confidence were not reported.
Who ran it
Teamleader 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 Teamleader →
How to run this test on your site
- Hypothesis
- If we show logos of well-known customers on our trial sign-up page, then more visitors will sign up because they see that businesses like theirs already use us.
- Primary metric
- Trial sign-ups per sign-up page visitor
- Guardrails
- Trial activation rate
- Trial-to-paid conversion
- Page load time
- Who should test it
- B2B SaaS companies with recognisable customers in their target market. It works less well if the logos mean nothing to your audience or come from a different segment.
Questions
Do customer logos increase SaaS sign-ups?
They did for Teamleader, lifting Dutch trial sign-ups from 36% to 40.3%.
The effect depends on whether visitors recognise the brands.
Are customer logos better than product information on a sign-up page?
Teamleader tested both, and the logo version was named the winner.
The product-info result wasn't shared, so the gap is unknown.
Where should logos go on a sign-up page?
Near the form, where doubt is highest. The case study doesn't state the exact placement Teamleader used.
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