# 'Number bought' message on product pages: +12.5% conversion

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Social proof, authority & press
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://visually.io/public/case-studies/the-oodie
- Page: https://liftarchive.com/test/the-oodie-pdp-number-bought/

Adding a message showing how many shoppers bought the product lifted The Oodie's conversion rate by 12.5%. Visually ran this test with The Oodie, a loungewear brand, and published it as a Visually case study. The product pages already had reviews and customer photos, so this added a different kind of proof.

## Result

**+12.5% conversion**

- Conversion rate: +12.5% with the number-bought message.
- The lift came on top of existing reviews and UGC.
- Sample size, duration and confidence level were not shared.

## Control

Product pages relied on reviews and user-generated content for social proof.

## Variant

A message showed how many shoppers had bought the product.

## Why it likely won (our reading)

- A purchase count is quick to read. Reviews take time to scan.
- Seeing that many people bought an item signals it is a safe, popular choice.
- It may work best when the counts are high, which a well-known brand is likely to have.

## Caveats

Visually reported this result in its own marketing case study. Sample size, test length and statistical confidence were not shared. The case study does not say where on the page the message sat or what time window the count covered.

## How to run this test

- Hypothesis: If we show how many shoppers bought each product, then conversion rate will rise because buyers see it is a popular, safe choice.
- Primary metric: Conversion rate
- Guardrail: Add-to-cart rate
- Guardrail: Revenue per visitor
- Guardrail: Conversion on low-count products
- Who should test it: Stores with real, high purchase counts on their main products. Low numbers can backfire, and counts must always be accurate.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/the-oodie-pdp-number-bought/).
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.