A/B Testing Idea #146 - Show customers' feedback near offering or Call-to-action

Tactic_Show customers' feedback near offering or Call-to-action


Showing potential customers the positive feedback from others who have already purchased a product, used a service or signed up for membership etc. is an effective persuasion technique.

Not only does this evident "social proof" help customers to feel that their choices are validated by others who have also done the same thing, with research showing that we have a strong tendency to copy others' choices when we are hesitating on a decision, but also seeing that someone else has managed to act on something makes us feel more capable of doing the same thing. P

eople are much more likely to complete a task if their confidence is boosted in this way (i.e. when trying to encourage people to sign up for a healthy eating plan or gym membership etc. then showing people who have already done so and benefitted from this will give new customers the belief that they can too).


  • Self-efficacy Theory (Bandura, 1984)
  • Social Proof (Sherif, 1935; Asch, 1956)

The Research

Self-efficacy Theory

Self-efficacy theory explains the way in which a person’s belief in their own competence to complete a task affects the way they approach and perceive this task.

Social Proof

Social Proof is a type of conformity. When a person is in a situation where they are unsure of the correct way to behave, they will often look to others for cues concerning the correct behaviour.

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