A/B Test

What the Data Told Us

Building on insights from previous A/B tests that highlighting reviews above the fold boosts conversions, we wanted to extend this test to see the impact of a full review carousel on product details pages. This test aimed to give shoppers a richer, more authentic view of customer experiences to encourage faster decision-making and higher order values.

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Apparel Brand Highlighting A Positive Review On The Pdp Before
Apparel Brand Highlighting A Positive Review On The Pdp Before

Hypothesis

What We Did

We hypothesised that surfacing a rotating review carousel would strengthen social proof, reduce hesitation, and push more users further down the funnel. We ran a two-week A/B test comparing the original PDP design against Variant 1 with the Judge.me review carousel added to the PDPs.

Apparel Brand Highlighting A Positive Review On The Pdp After
Apparel Brand Highlighting A Positive Review On The Pdp After

The Results

Variant 1 with the review carousel outperformed the original across every key metric, with a +4.21% lift in Conversion Rate, +8.77% increase in Revenue per Visitor, and +7.41% rise in Average Products per Visitor.

Our strategists identified that the uplift was driven by stronger social proof and improved visual hierarchy on the PDP. By surfacing authentic customer reviews in an interactive carousel, visitors were exposed to reassurance cues earlier in the journey, reducing hesitation and increasing confidence to purchase.

Engagement also deepened, with more users clicking Add to Cart and progressing to checkout, while bounce rate slightly declined. The combination of higher order values and stronger funnel progression indicates that users were not only more likely to buy, but were buying with greater intent and trust.

With statistical significance at 82%, Variant 1 was implemented permanently. The test highlights how a well-timed reinforcement of social proof can enhance perceived value, build credibility, and strengthen conversion behaviour without additional promotional messaging.

  • 4.21%

    Increase in Conversion Rate

  • 8.77%

    Increase in Revenue per Visitor

  • 7.41%

    Increase in Average Products per Visitor
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