Hypothesis

What the Data Told Us

When analysing this client’s site, we analysed heatmap data and identified that very few customers reached the reviews at the end of the page. This created a visibility gap where high-impact reassurance content existed, but was not influencing the majority of decision-making sessions. Reviews are a critical part of eCommerce that reinforces trust, and this was a key opportunity on the client’s PDPs. When proof is positioned too low on the page, users must commit cognitive effort before receiving reassurance, which can increase hesitation at the CTA.

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Phone screen displaying a product listing with customer reviews section highlighted.
Phone screen displaying a product page with customer reviews at the bottom, labeled 'Before'.

A/B Test

What We Did

We hypothesised that by positioning a positive, product-specific customer review closer to the top of the page would increase trust, reduce friction, and encourage more confident purchasing decisions, validating product effectiveness earlier in the journey. Placing outcome-driven proof near the primary CTA leverages action proximity, reinforcing confidence at the precise moment of commitment. This approach also reduces the need for scroll-based validation, accelerating the trust-building process within the first viewport.

Phone screen displaying a product listing with a positive review above the fold on a pink background.
Smartphone displaying a product listing with a positive review above the fold on a peach background.

The Results

With consistent uplifts across all primary commercial metrics, the results were in favour of Variant 1 with a +4% increase in Revenue per Visitor, +1.34% in Conversion Rate, +2% in Add to Cart Rate, +2.5% in Average Order Value, and +1.32% in Subscription Revenue per Visitor.

The consistency of uplift across funnel stages suggests reduced friction rather than isolated metric fluctuation. Importantly, the gains in Average Order Value indicate that strengthened trust not only increased the likelihood to purchase, but also the willingness to spend.

These results indicated that surfacing social proof earlier helped users feel confident faster, leading to both higher purchase intent and slightly larger orders.

  • 1.34%

    Increase in Conversion Rate

  • 4%

    Increase in Revenue per Visitor

  • 2.5%

    Increase in Average Order Value
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