1# Hypothesis

• We believe that we can improve the conversion rate of our landing page by capitilazing on reviews of our customers.
• User tests we’ve done over the past weeks outlined the need of our users to be reassured to directly sign-up, making us think verified reviews are a great first step to do it. In addition to that, 38% of website visitors say they lack confidence into the product
• Our current CVR on this page is aligned with market average but not standing out, making us feel we can do better.

2# Experiment description

• Add to our main landing page a section with reviews from our top 3 most known customers. This section will be visible above the fold both on desktop and mobile, to tackle as fast as possible users lack of confidence.
• To test this new landing page version, we’ll create an A/B test.
• We’ll deploy this new version test to 50% of the landing page audience (treament), without specific targeting criteria, to avoid specific channels conversion bias, and maximize volumes for better data quality. The other 50% visitors will be part of the control group.

3# Success metric

We’ll measure the Visit to sign-up conversion (currently at approx. 8% over the past 3 months).

4# Success Criteria & damage control

• Success Criteria: We detect a minimum uplift of +3pp → New CVR target = 11%.
• Damage Control: Don’t decrease activation rate of users signing-up through this landing page.

5# Estimated time

2.5 weeks:

• 2 days to build the new landing page