Does a monthly social proof count lift lead form conversion?
Our first social proof test on this lead form lost. We came back with a larger number, shown as a daily count in 1 variation and a monthly count in the other. The monthly count lifted conversion 21.6% over 29 days.
Won Responsive 29 days Called at 90%
The hypothesis
By showing social proof with a larger number, we will raise visitor confidence, resulting in more leads.
Visitors to this landing page were deciding whether to share details about a tax problem with a company they did not know. Our first social proof test on this form lost and was paused to protect lead quality.
We kept the idea but changed the number. A larger count might make the proof more convincing, and showing it per day or per month could change how big it felt.
What we changed
We tested a larger social proof count, shown daily or monthly.
Variation A showed a larger social proof number counted for today. Variation B showed a larger number counted for this month. The rest of the form stayed the same. We paused Variation A after 3 weeks so the rest of the traffic could go to the control and Variation B.
- Larger social proof number
- Counted for today
- Paused after 3 weeks
- Larger social proof number
- Counted for this month
The result
The monthly count lifted conversion 21.6% and revenue per visitor 20.8%.
Results moved in the right direction for several weeks before the test had enough data to call. Variation B, the monthly count, won after 29 days, with conversion up 21.6% and revenue per visitor up 20.8%.
The result passed data validation and we implemented Variation B. The same social proof later went into tests on other landing pages in this program.
What we took from it
A bigger monthly number made the proof feel real on this form.
The first round showed that social proof alone did not build trust here. A larger count, framed over a month, showed visitors that many others had taken the same step. The daily count fell behind, likely because a single day made the same idea feel smaller.