Should you add social proof on pricing pages

We used the DoWhatWorks BetScore methodology to find out.  This is just one example of the kinds of analysis we do for clients based on evidence from over 20,000 experiments sourced using the DoWhatWorks engine.  

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Every guru on LinkedIn will tell you to add social proof (awards, customer logos, testimonials, etc) throughout your website. But are they right?

Luckily, we see brands test social proof all the time. For example Jotform ran this interesting test on their pricing page.

They added a section featuring the hard earned awards they had won below the plan options. As you can see, social proof lost.  

We've seen over 2,000 other experiments focused on social proof. In fact, we have so much data on social proof that we can do analysis by industry, page, geography and more.

We thought it would be fun to do a BetScore analysis focused on social proof on pricing pages. We analyzed 15 experiments where major brands tested adding or removing social proof on their plan selection and found surprising results.

When brands tested adding or removing social proof on this page, having it on the page tended to lose. The high score suggests that when in doubt go without social proof here.

We've unlocked a few of the tests from the analysis for you below.

Dropbox tested adding customer logos.

It lost.

Glofox ran an elegant tests where they showed testimonials below plans.

It lost as well.

Conclusion

Social proof is not a magic bullet. Don't just add it to your website because you think it is expected. You need to be thoughtful about what to show and where.

It is important to note that this meta-analysis is focused on plan selection. Context matters. If you are thinking of adding social proof on your website you want to look at look at BetScores by page for your industry.

Want more BetScores?

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• Have our team analyze your UX with custom BetScores from your industry. Let's talk.

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