Insight

Trust Signals Were Too Easy to Miss

On high-traffic PDPs, shoppers were seeing the product but not enough persuasive evidence at the point where purchase confidence mattered most.

We identified an opportunity to bring customer proof closer to key decision areas, rather than leaving reviews as a lower-page destination or background reassurance. Product claims become more believable when they are validated by a real customer experience, so this seemed a high-potential winner. From a CRO perspective, a featured review can reduce anxiety, increase perceived value and support higher-intent shoppers as they get closer to checkout.

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A/B Test

Featured User Review on the PDP

We ran an A/B test against the original PDP experience. Variant 1 introduced a prominently placed featured customer review near key decision areas. Our hypothesis was a straightforward one from the CRO best practice playbook: stronger social proof would increase conversion rate by improving trust, while also supporting revenue per visitor, average order value and checkout progression.

The Results

Some upstream actions actually fell. But, overall the featured review did increase the quality of purchase intent, as we expected.

Overall conversion rate increased by 7%, revenue per visitor rose by 39%, and average order value increased by 29%.

Add to cart rate fell slightly, which suggests the review may have made some lower-intent shoppers more selective. However, the users who continued through the journey were more commercially valuable, producing stronger checkout progression and materially higher revenue per visitor.

The device split was also important. Desktop saw exceptional gains across conversion rate, revenue per visitor, average order value, add to cart and checkout begin rate, suggesting that the testimonial likely benefited from stronger visibility and more available space in the PDP layout. Mobile was more mixed, with conversion rate and add to cart rate declining, despite higher revenue per visitor and average order value.

  • 39%

    increase in revenue per visitor

  • 29%

    increase in average order value

  • 7%

    increase in conversion rate
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