How customer review formatting impacts conversion rate. . .

Incorporating reviews & testimonials into your website can instantly increase your conversion rate. This tactic works because it increases user trust – in fact a recent study explains:

“70% of website visitors trust opinions of unknown users [when making a product buying decision].” – Nielsen Consumer Survey

Because conversion rate testing is always tied to the small details, we recently designed an experiment to test two seperate directions for customer review formatting . . . 

Our experiment was designed to see if review quality would outperform review quantity:

The following experiment was a live test put in place for a bank, and the resulting changes to formatting were drastic.

Example one: Quality

  • We used two testimonials.
  • Included full details and positive reviews.
  • Testimonials are documented, stock photos used and disclosed (*NOTE* Pictures and testimonials were changed to protect our clients).

Example two: Quantity

  • We included 5 people.
  • We use the standard star system to indicate the review.
  • Testimonials are documented, stock photos used and disclosed (*NOTE* Pictures and testimonials were changed to protect our clients).

While the quality example provided clearer testimonials with better documentation, the quantity example won by an overwhelming 14.7% after being tested against over 5,000 visitors!

The resulting win is clearly about providing the maximum amount of information with the minimum amount of user attention.

And yes, once we established the winner we tested several other permutations and ultimately arrived at a nearly 25% improvement in response with further tweaking.

Bottom line, never leave well enough alone in conversion rate testing – keep testing formatting, placement, etc – more on this in our “Proper placement of trust logos can make a huge difference in conversion rate.” article.

P.S. – Contact us right now to increase your conversion rate!

Click here to contact us right now for a free analysis and learn how we can drastically increase your website conversion rate for no money up front – backed by our $10,000 guarantee!

You’ll get a full team of designers, copywriters, marketing gurus, and technical overachievers working overtime to increase your website conversion rate – you have nothing to lose and everything to gain – contact us today.

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