Country-specific customer logos on trial and demo pages: +376% leads
Commentary byLiftArchiveOur analysis, not theirsShowing visitors customer logos and results from their own country raised leads by 376% on VWO's Free Trial page and 247% on its Demo page.
Wingify, the company behind VWO, ran this personalization campaign on its own site for visitors from nine countries, and it was published as a VWO case study.
The trial page variant changed partway through for three countries, and the comparison method was not explained.
- Free Trial page leads: +376%.
- Demo page leads: +247%.
- Mixed signal: the first version of the trial page did not lift results in Canada, Australia or the UK until the copy was changed.
- Sample sizes, duration and how the comparison was set up were not shared.
The change
Visitors see customer logos and results from their own country beside the form.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Every visitor, wherever they were, saw the same Free Trial and Demo pages.
Variant
Visitors from the USA, UK, Canada, Australia, Germany, Brazil, Spain, the Netherlands and India saw logos and results from local customers. Midway, the trial page for Canada, Australia and the UK swapped the results for copy listing what the free trial includes.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A logo a visitor recognizes from their own market is more convincing than a global brand they have never heard of.
- The pages already drew high-intent visitors, so a small trust boost could tip many into submitting.
- For some countries, clarity about what the trial includes mattered more than proof of who uses it.
- lifts this large are unusual, which is another reason to read the method caveats closely.
Caveats: Vendor-run campaign on its own site, with no sample sizes, duration or comparison method given. The trial page variant changed mid-campaign for three countries, so the final figure mixes two versions.
Who ran it
VWO 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 VWO →
How to run this test on your site
- Hypothesis
- If we show visitors customer logos and results from their own country on our sign-up pages, then more will submit the form because familiar names build trust faster.
- Primary metric
- Form submissions on the trial or demo page
- Guardrails
- Lead quality or demo show-up rate, by country
- Trial activation rate
- Page load time with geo-targeting
- Who should test it
- B2B SaaS companies with customers and traffic spread across several countries and enough known local logos for each. It won't work if you lack recognizable customers in a market, or if traffic per country is too low to measure.
Questions
Does showing local customer logos increase sign-ups?
It did for Wingify, with leads up 376% on its trial page and 247% on its demo page.
The method wasn't detailed, so treat the size of the lift with care.
What if local social proof doesn't work in a market?
Try clearer value copy instead. In Canada, Australia and the UK, Wingify got the lift only after listing what the free trial includes.
How do I personalize a sign-up page by country?
Use your testing or personalization tool's geo-targeting to show each country its own content.
The main work is finding the right local logos and results.
MarketingExperiments