Inspiration – Third-Party Ratings: Test how placing reviews near CTAs vs. in the footer affects conversions
Overview
Goal: Test how the placement of third-party ratings (e.g., Trustpilot or Google reviews) influences customer trust and conversions.
Build time: 4 minutes.
Expected impact: Potential uplift of 5–18% in conversions.
Hypothesis
The visibility of trusted third-party ratings can significantly impact user confidence. By testing reviews placed near the call-to-action versus hidden in the footer, we can identify which position builds more trust and drives more conversions.
Assumptions
- Trust Signal Visibility: Placing reviews near CTAs makes them harder to miss and may reassure hesitant buyers.
- Footer Blindness: Content in the footer is often overlooked, reducing the impact of reviews.
- Social Proof Effect: Recognized platforms like Trustpilot or Google lend credibility when shown prominently.
- Conversion Impact: Increased visibility of ratings should lower friction and improve conversions.
Setting up the experiment in Personizely
For a complete step-by-step walkthrough, see How to create an A/B experiment. Once you’ve created the campaign, proceed with the following steps:
- Open the Campaign Details.
- Click Edit in Builder on the variation.
- Apply the review placement changes:
- Original (Control): Keep reviews in the footer of the page.
- Variation: Display Trustpilot or Google reviews near the CTA (e.g., below the Add to Cart button or signup form).
- Ensure design consistency and avoid distracting from the CTA.
- Save the variation.
- Return to the Campaign Details and click Start to launch the experiment on your website.
You’re all set. The experiment will show whether reviews near the CTA or in the footer have a stronger impact on conversions.
Updated on: 06/10/2025
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