How Esurance Increased High-Intent
Shopper CVR by 11% With Social Proof


0 .5%

CVR Increase With
Star Ratings

0 .5%

CVR Increase With
Customer Testimonials

0 .6%

Overall CVR Increase
With Social Proof

The Company


Founded in 1999, Esurance is an American insurance company that allows customers to purchase plans directly from their site or over the phone.

Esurance is a well-known brand with a great reputation, but reputation isn’t always enough to convince shoppers, especially when they’re comparing different companies online.

Esurance-logo

Challenge


For insurance companies, it’s extra important to ensure that prospective buyers are confident in their decision.
After all, insurance is all about safety, and customers need to know that they can trust the company
they’re purchasing from.

In order to encourage customers to move from the consideration to purchase stage, Esurance tested how they could leverage social proof to increase conversion rates for high-intent buyers.

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Solution


Esurance tested the effects of adding star ratings and testimonials to the sidebar of the last 4 pages consumers see before they purchase an insurance policy.

To measure the impact of social proof on high-intent buyers, Esurance ran an A/B test on 4,000 participants.The test included 4 variations of sidebars shown to customers on the last pages before they make a purchase.

Solution

Results


All 3 social proof variations significantly outperformed the control variation. The control variation already had a strong 12.3% conversion rate, but adding social proof had a noticeable positive impact on conversion.

Overall, the control variation performed 93% worse than the variations with social proof.
“Social proof boosted CVR 4-6% on average, and the difference when combining star ratings and testimonials was most significant, increasing CVR up to 11%,” Eugenio says.

“Customer testimonials and star ratings improve customer confidence throughout the buying journey, and this test proves the impact of UGC at late stages in the purchase flow.”

Paul-Eugenio

When customers are deep in the purchase funnel, they’re looking for reassurance that the company is reputable — and social proof gives them the confidence they need.

- Paul Eugenio, Ecommerce Product Manager

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