Which social proof stat lifts lead form conversion more?

Our lead form gave visitors little proof that others had used the service. We tested 2 social proof stats: the total debt resolved, and the number of people served. Over 30 days, the people-served stat lifted conversion 8.9%.

Won Responsive 30 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By showing a social proof stat on the lead form, we will raise visitors' confidence in the process, resulting in more completed forms.

Visitors on this form are asked to share details about a stressful money problem. Without proof that others had been helped, they had reason to hesitate.

We tested 2 kinds of proof: how much debt the service had resolved, and how many people it had served.

What we changed

A debt-resolved stat or a people-served stat added to the form

Var A added a stat showing the total amount of debt the service had resolved. Var B added a stat showing the total number of people it had served. The rest of the form stayed the same.

VAR A: DEBT RESOLVED

Stat showing total debt resolved

VAR B: PEOPLE SERVED

Stat showing total people served

The result

The people-served stat lifted conversion 8.9%

CONVERSION RATE

+8.9%

LEAD VALUE PER VISITOR

+9.9%

VAR A CONVERSION

+5.2%

Over 30 days, the people-served stat (Var B) converted 8.9% better than the original and lifted lead value per visitor 9.9%. The debt-resolved stat (Var A) also beat the original, with conversion up 5.2% and lead value per visitor up 6.3%, but it did not reach our confidence bar. Var B led on both, so it was the version we implemented.

What we took from it

A count of people served built more trust than a debt total

Both stats helped, but the number of people served did more on this form. A count of people tells visitors that others in their position had already used the service, while a large dollar total is harder to connect to their own situation.