Black-and-white customer logos on a demo page: +34% form submissions
Commentary byLiftArchiveOur analysis, not theirsSwitching customer logos from full color to black and white on its demo request page lifted form submissions by 34% for WorkZone, a project management software company.
WorkZone ran the test itself, and it was published as a VWO case study.
The test ran for 22 days on new visitors and reached 99% significance.
- Demo request form submissions: +34%.
- Statistical significance: 99%, over 22 days.
- Only new visitors were included, so returning visitors may respond differently.
The change
Testimonial logos changed from full color to black and white
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The demo request page showed customer testimonials with full-color company logos next to a short demo form.
Variant
The same page with the testimonial logos in black and white. Nothing else changed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The page used soft, muted colors, so bright logos pulled attention away from the form.
- Click maps showed visitors clicking on the logo bar, which suggests the logos looked clickable and distracted people.
- Grayscale logos still show who uses the product, so the credibility stayed while the distraction went.
Caveats: The test included new visitors only. The case study does not share the sample size.
Who ran it
WorkZone 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 WorkZone →
How to run this test on your site
- Hypothesis
- If we show customer logos in grayscale on our demo request page, then more visitors will submit the form because the logos stop competing with it for attention.
- Primary metric
- Demo request form submissions
- Guardrails
- Lead quality (sales-qualified rate)
- Clicks on the logo bar
- Form abandonment rate
- Who should test it
- B2B SaaS companies with a demo or contact page that shows customer logos near the form. If your logos are already muted or far from the form, expect a smaller effect.
Questions
Should customer logos be grayscale?
On a page where one form is the goal, grayscale logos can keep the social proof without pulling attention. WorkZone saw 34% more demo requests.
Can social proof hurt conversions?
Yes, if it distracts from the main action.
Watch click maps for clicks on logos or badges that go nowhere.
Apexure