Split Tests We Dig: Hello Fresh Social Proof

The short answer

HelloFresh Australia ran a three way test of Trustpilot reviews against Instagram photographs of food and Instagram photographs of people. This post shows all three and asks readers to guess rather than publishing the winner.

The DoWhatWorks view of the HelloFresh Australia three way test, comparing testimonials and star ratings against images of the product and images of people with the product

Here's an interesting split test currently being run by HelloFresh Australia on one of their SEM Landing Pages. They are trying out three different approaches to social proof. The first (their control) highlights formal customer reviews from Trustpilot with stars:

The HelloFresh control, showing two written customer testimonials with five star ratings and a Trustpilot mark

The second variation highlights Instagram posts from customers, highlighting the food:

The first HelloFresh variant, a Fresh from the gram row of four Instagram photographs of prepared meals

The third also pulls from Instagram but this time puts the focus on people and family (including the dog!):

The second HelloFresh variant, a Fresh from the gram row of four Instagram photographs of families and children cooking

Bookings.com 'Only 5 rooms left' prompt for urgency

We've recently done a little dive into whether landing pages convert better with images showing: A) the product; B) people; or C) people-with-the-product. The results are quite interesting, but that's for another day.

Which variant do you think will win?

Early access See the tests behind findings like this one.