The Challenge
The retailer wanted to increase conversion rates and basket adds on high-traffic product detail pages without redesigning the PDP or altering pricing strategy. Internal data and competitive analysis suggested social proofing might drive urgency and action, but the team needed hard data to support a full rollout.
The Solution
Proofit deployed 6 different real-time social proof messages across over 3.7 million sessions using an A/B/n test setup. The test included:
- 3 “Popularity by Views” variants
- 3 “Popularity by Purchases” variants
- 1 Control group with no Proofit messaging
Key propositions like “Selling Fast” and “In Demand” were evaluated for impact across mobile and desktop.
The Results
- Add to Bag Rate: All Proofit variants outperformed the control.
→ Top variant (“In Demand”) reached 25.42%, up +0.8% relative uplift - Conversion Rate: Proofit variants saw consistent lift.
→ “Selling Fast” delivered 4.36% CVR, a +1.99% relative uplift - Revenue Impact:
→ “Selling Fast” projected to drive +£186,080 in additional revenue in just 3 weeks
→ All Proofit variants lifted AOV from £46.01 to £46.35 - Device Insights: Uplift was observed across both mobile and desktop.
“Purchases” messaging was more effective than “views,” despite being shown less frequently.
Next Steps
The retailer adopted “Selling Fast” as the new default and is now exploring dynamic personalization based on product and user behavior.
