Do as seen on logos lift buying guide conversion?
Our buying guide showed a review team section but no outside proof. We added an as seen on row of well-known media and social platform logos. Conversion rose 47% and click-through rose 6.3% over 22 days.
Won Responsive 22 days Called at 90%
The hypothesis
By adding a row of well-known media and social platform logos next to the review team section, we will ease doubts about the picks, resulting in more readers clicking through to the retailer and buying.
Earlier rounds tested these logos in place of the review team section. This time we kept the review team section and added the logos beside it, so readers saw both the people behind the reviews and outside recognition.
We also planned a version that showed the total number of site visitors. The logo version is the 1 that ran against the control.
What we changed
We added an as seen on row of media logos to the buying guide.
The control showed the review team section with no outside proof. Var A kept that section and added a row of well-known media and social platform logos under an as seen on label. The product picks, buttons and copy stayed the same.
- As seen on row of media and social logos
- Review team section kept in place
The result
Media logos lifted conversion 47% over 22 days.
Click-through rate to the retailer rose 6.3% and conversion rate rose 47% against the control. Both lifts cleared our confidence bar, and the results held through the end of the test, so we implemented the logo row.
What we took from it
Outside recognition made readers more ready to buy.
The review team section told readers who tested the products. The logo row added proof from outside the site. On this guide, the lift in conversion was much larger than the lift in clicks, so the logos mattered most when readers were deciding whether to buy.