Does a press logo on the homepage lift desktop conversion?
We added a press logo from a partner publication to the desktop homepage and tested it 2 ways. Over 15 days in the off-season, Variation B lifted conversion 7.7% while revenue per visitor fell 13.8%. The result was not conclusive.
Not significant Responsive 15 days Not called Reviewed
The hypothesis
By showing a logo from a well-known partner publication on the homepage, we will borrow its credibility, resulting in more trust and a higher conversion rate.
We ran this test in the off-season, when orders are usually smaller. Our goal was to raise conversion rate first, so the gain would carry into peak season, when order values climb.
What we changed
We added a partner publication logo near the site logo on the homepage.
The homepage already showed a customer service award logo near the site logo. Variation A added the partner logo next to it, so 2 logos sat side by side. Variation B showed the partner logo on its own in that spot.
- Partner logo added next to the award logo
- 2 logos shown side by side near the site logo
- Partner logo shown on its own
- Award logo not shown
- Placed near the site logo
The result
Variation B lifted conversion 7.7%, and revenue per visitor fell 13.8%.
Variation B, with the partner logo on its own, lifted conversion 7.7%, but the lift did not reach our confidence bar. Revenue per visitor fell 13.8% and average order value fell 20%. More visitors bought, and they spent less per order. That fits the season: off-season orders run smaller, and conversion was the metric we set out to move.
What we would do next
Rerun Variation B in peak season, when order values recover.
The off-season goal was more buyers, not bigger orders, and the partner logo on its own moved conversion in that direction. Pairing it with the award logo hurt, likely because 2 logos crowded the top of the page. Running Variation B again in peak season would show whether the conversion gain holds when order values are higher.