Results: Where’s best to place the “As Featured In” section?

Logos prominently placed on the homepage

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Logos placed much lower down on the homepage

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Which Font Won For Increasing Email Conversions?

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Difference Between Versions:

Version A – Logos prominently placed on the homepage
Version B – Logos placed much lower down on the homepage


Key Performance Indicator (KPI): 

Revenue Per Visitor (RPV)


Test Goal:

Increase online sales

 

Traffic Source:

All: Organic, direct, search, referral, paid, social, and existing email list – on all devices

 

Audience: 

 

Organization: 

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This week’s Featured Test is brought to you by:

Test Run By

Fuel Made

Test Run For

Luxy Hair

Test Run On

Visual Website Optimizer (VWO)

WINNING VERSION

A

Poll Results - The Best Guesses:

Which Font Won For Increasing Email Conversions?

  • Version A
  • Version B
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Test Details & Background:

Luxy Hair, a high-quality hair extensions e-tailer, worked with Fuel Made, a Shopify web design and development agency, to conduct this leading logo placement test.

The testing team wondered if they increase product sales by prominently placing the “As Seen and Featured In” logos high up on the homepage, near the hero image.

On the original site, the logos were on the homepage, but users had to scroll quite far down, nearly to the bottom of the page, to see them.


Hypothesis:

The team speculated bringing the logos up top — prominently placing them near the hero image — would establish immediate trust and credibility. As a result, shoppers would feel more confident about the product, and would be more likely to proceed with making a purchase.

However, the team also acknowledged this prominent placement could create the opposite effect. Placing publicity logos so upfront could come across as pushy, or inauthentic. And, could potentially distract visitors, wasting valuable screen real estate. This worry could hold especially true on small mobile devices, where every pixel is at a premium.

So, the team decided to test which placement worked best.


 

Test Set-up:

To determine the optimal logo placement, an A/B test was set-up and run on Visual Website Optimizer (VWO).

The study ran for two weeks. During this time, over 48 thousand visitors were directed to either the version with the logos placed up high, or down lower on the homepage. Traffic was split 50/50.

Half of visitors saw the version with the logos prominently placed up high, near the hero image. The homepage looked like this:

luxy-version_a-with-lg

Logos featured directly below hero image and unique selling proposition (USP) text.

 

The other half of visitors saw the original page (control version) with the logos placed much lower on the page. The top section of the page looked like this:

luxy-version_b-without-lg

Logos are displayed much further down on the homepage. They are not shown in this screen shot. Instead, the hero image and USP is immediately followed by an explainer section about the product.

Revenue per visitor (RPV) was tracked across both versions.


The Real-Life Results:

Winner: Version A – as expected, prominently placing the logos high on the page, had a positive effect on conversions.

Results were segmented by device type. Across all devices — desktop, mobile, and tablet — it was advantageous to prominently place the logos high up on the homepage.

Overall, putting the logos near the hero image, increased RPV 9.88%, compared to the control.

On desktop devices, moving the logos higher resulted in a 12.04% conversion uplift, compared to the control. Results were similar for mobile.

Desktop and mobile results achieved 99% confidence.

For tablet users, moving the logos higher seemed equally positive, but results were not statistically significant because there were too few tablet users to achieve conclusive results.


How Trustworthy Are The Results?

Given the fact the sample size was very large (48 thousand visitors), the test ran for an adequate time period (2 weeks), and achieved 99% confidence, results appear trustworthy.

Although segmenting traffic by device type diluted the sample size — because the traffic was split 50/50 and then into thirds (desktop, mobile, table) — there was still a statistically significant number of visitors across each variant to ensure results held true.


Analysis:

While you may not find the results all that surprising, it’s interesting that a simple change — at the very beginning of the funnel, on the homepage — carried all the way through, impacting revenue, the ultimate end of funnel conversion.

Why did prominently placing the “As Seen and Featured In” logo on the homepage have such a far-reaching positive effect for visitors all the way down the funnel?

There’s likely a few reasons:

1. Created A Sense of Familiarity

Research shows that visitors form an impression of your site in about 0.5 milliseconds. That’s not a lot of time!

To capture users, and grab their attention, you need to start with your best foot forward. Logos of prominent brands — like Glamour and The Huffington Post — are immediately recognizable.

Because they’re familiar, we innately develop a preference for them. This phenomenon is known as the mere-exposure effect.

In fact, studies show that the more often we see an object, the more pleasing and likeable we find it. Interestingly, additional research shows, this effect holds most true when the familiar object is presented only for a brief amount of time. (So, try not too spend too much time with your partner). 😉

In this test, the prominent placement ensured the logos were seen. And, probably just briefly, before being scrolling past. But, the familiarity of these brand names likely created a positive, long-standing effect as shoppers went through their buying journey.

2. Established Trust and Credibility

Trust and credibility are the cornerstones of effective marketing. If you want to increase conversions, you need to find ways to show your audience you can offer them trusted, credible, and reputable products, or services.

Testimonials have become a very common form of creating trust. Reviews are also used to create a sense of unbiased credibility. In fact, a report by TrustRadius found 50-70% of customers use reviews to make a purchase decision. When used in combination with case studies, the results can be even more compelling.

In this test, the prominently placed, highly recognizable logos helped establish trust and credibility, offering reassurance the brand was well-represented.

With a greater sense of trust established early on, shoppers could confidently move on to view and, ultimately, purchase the product.

In the version where the trust symbols were not prominently placed, this immediate, upfront trust was not established. So, more doubt about the site’s credibility likely existed in customers’ minds. As a result, sales suffered.

2. Enabled Scanability

It’s interesting to note the logos, in this experiment, were shown in grey and didn’t link externally. The choice to use this color and format was likely beneficial.

As explained in this previously Featured Test, grey is a passive color. It doesn’t tend to draw a lot of attention. So, it’s not distracting.

Because the logos didn’t flash, link, or otherwise aggressively grab attention, users were able to quickly take note, scan the page and move on — without having their shopping experience impeded.

That said, it would be interesting to test not only the optimal placement, but also formatting of the logos to see if conversions could be optimized even more.


Tangible Takeaway & Immediate Application

Prominently placing trust and credibility symbols — on the top section of your homepage — can have a positive impact all the way down the funnel.


What Do You Think?

Why do you think the above the fold logo placement worked best? And, what areas would you suggest testing next? Share your thoughts in the comments section below.

Poll Results - The Best Guesses:

Which Font Won For Increasing Email Conversions?

  • Version A
  • Version B
Loading ... Loading ...

Sign-up for the newsletter to get FREE gamified A/B tests and more valuable content delivered to you every other week.

I agree to the Terms & Conditions.

Become a More Successful Digital Marketer

Pro Members get exclusive access to the full library of Archived Tests, helpful resources, plus personally connect with industry experts to get your specific questions answered. Get the Pro Advantage

Get Your A/B Test Featured!

Have your A/B test showcased. You'll get a great case study write-up, your logo prominently featured, linkbacks to your site, and social media promo, giving you valuable, free brand exposure. Submit Your Test
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Jan
Jan
1 year ago

“A” to add Trust to page. p.s. models should be looking at a button with round corners also – smile

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