Highlighting Medical Experts Boosts Trust and Conversion Rates on Product Pages
Discover how prominently featuring a medical advisory board increased conversion rates by 16.2%. Explore the trust-building strategies that worked!
Metric
Lift change
Control
Variation
If we prominently feature the medical advisory board with names, credentials, and institutional affiliations, then conversion rate will increase because named, credentialed medical endorsements directly counter the efficacy scepticism that is the #1 objection among prospects.
What We Changed
- Added advisory board member names, credentials, and photos to the homepage hero or trust section.
- Featured the advisory board on the product detail page above the fold or near the Add to Cart area.
- Updated the science page with a dedicated advisory board section.
Detailed breakdown
Conversion Rate
16.2%
Checkout Begin Rate
4.8%
Abandoned Cart Rate
-13.4%
Net Revenue per Visitor
12.3%
Key Learnings
- Prominent display of expert endorsements increased trust and conversions.
- Trust signals reduced cart abandonment by addressing efficacy concerns.
- Highlighting real doctors enhanced perceived product legitimacy.
- Strategic placement of endorsements effectively countered scepticism.
