A/B Test Idea: Add Testimonials to Your Pricing Page

Increase trust and conversions by testing the addition of customer testimonials directly onto your pricing page. Positive social proof is a powerful persuasion technique.

Why Test This? The Power of Social Proof

Adding testimonials to your pricing page can significantly impact purchase decisions:

• Builds Trust & Confidence: Seeing positive experiences from others reassures potential customers about their choice.
• Leverages Social Comparison: People naturally look to others when uncertain. Testimonials provide that social validation.
• Reduces Friction: At the crucial pricing decision point, positive reinforcement can overcome hesitation.

How to Test This Idea (Client-Side)

1. Gather Your Best Testimonials: Collect quotes (ideally with names/photos) highlighting value and positive outcomes.
2. Create Two Variations:
   • Control (A): Your current pricing page.
   • Variation (B): An identical pricing page, but use your A/B testing tool's visual editor (or custom JS/CSS) to insert prominent customer testimonials near the pricing tiers or CTAs.
3. Run the A/B Test: Split traffic evenly between the two variations.
4. Track Key Metrics:
   • Conversion Rate: Measure sign-ups or purchases originating from the pricing page.
   • Click-Through Rate (CTR): Track clicks on the primary purchase/sign-up CTAs.

Key Considerations

• Personalization Matters: Testimonials with real names, companies, and photos often perform best. Video testimonials can be even more impactful if available.
• Placement is Key: Experiment with placing testimonials directly below pricing tiers, near the main CTA, or in a dedicated "What Customers Say" section on the page.
• Test Duration & Traffic: Social proof tests often require significant traffic and longer durations than simple copy changes to reach statistical significance. Don't draw conclusions too early, especially with less than ~1k visitors per variation.
• No Traffic for Testing? Add Them Anyway! Even if you can't run a formal A/B test due to traffic limitations, adding strong testimonials is generally a recommended best practice for pricing pages as they typically improve performance. Ensure they are well-integrated and don't clutter the page.