Does a customer quote near the button lift product page revenue?
Our desktop product page showed a star rating under the title. We tested a bigger star rating, a customer quote above the button, and a quote below it. The best version moved conversion +0.6%, but its revenue per visitor fell 9.6% over 14 days.
Lost Desktop 14 days Called at 90%
The hypothesis
By emphasizing the star rating or adding a customer quote near the button, we will build confidence on the product page, resulting in more orders and higher revenue per visitor.
In the previous round on this page, a bigger star rating drove most of the lift. We wanted to see whether pushing social proof further would add to that gain.
We tested 3 ways to do it: an even stronger star rating and review count, a customer quote under the stars and above the button, and a customer quote below the button.
What we changed
We tested a bigger star rating and a customer quote in 2 spots.
Var A gave more emphasis to the star rating and review count below the page title. Var B added a customer quote under the stars, above the add to cart button. Var C placed a customer quote below the button. Everything else on the page stayed the same.
- Bigger star rating and review count
- Placed below the page title
- Customer quote added under the stars
- Sits above the add to cart button
- Customer quote added below the button
The result
All 3 variations lowered revenue per visitor, by 7.6% to 16.1%.
We ran the test for 14 days on desktop. Var B, the quote above the button, held conversion about level at +0.6%, but its revenue per visitor fell 9.6%. Var A, the bigger star rating, lowered conversion 9.6% and revenue per visitor 7.6%. Var C, the quote below the button, did worst, with conversion down 13.1% and revenue per visitor down 16.1%. We paused the test.
What we took from it
More social proof did not add to the earlier star rating gain.
The bigger star rating from the previous round had already given shoppers the reassurance they needed. Extra emphasis and quotes added more to read between the title and the button without giving shoppers a new reason to buy.