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- #170: Shoppers don’t trust 5-star reviews. Here’s what works instead.
#170: Shoppers don’t trust 5-star reviews. Here’s what works instead.
This message lifted conversion 13.5% on the homepage.
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No. 170: Hey all,
Everyone has 5-star reviews on their homepage.
But in crowded categories, shoppers tune them out.
What does stand out?
We ran a recent test with a CPG brand to see.
The message that won felt more credible, and converted 13.5% more.
Let’s break down why it worked (and how to apply it).
In under 90 seconds, you’ll take away:
An insight to test: Why the strongest trust signals feel authentic.
A news highlight: Retailers and brands need to start thinking about GEO.
Useful tips: Broad collections work best on the homepage.
Read time: 1.5 minutes
🎯 WEEKLY INSIGHT
On the homepage, earn trust faster with an announcement banner that feels real, not recycled.
We tested three versions of a wellness brand’s announcement banner:
“Free shipping over $150”
“Over 6,500 5-star reviews”
“Join the 59,000+ customers who’ve tried us”
The third message outperformed the rest with a 13.5% lift in conversions.
Why did it work?
Because it sounded honest.
Shoppers are used to seeing “5-star reviews.”
But “59,000 customers” feels grounded in reality.
It’s proof that people are buying without the polish of a review badge.
Bonus that the tone leans more welcoming than promotional.
⭐ Takeaway: Use your announcement banner to build trust with scale that feels real, not salesy.
As always, test!
🕙 WHAT’S BREWING
Custom landing page lifts conversions 54% for this jewelry brand.
📣 IN CASE YOU MISSED IT
Match your message to the buyer stage.
Boost order value with personalized upsells. Here’s how.
Why broad collections work best on homepage.
🗞️ NEWS HIGHLIGHT
Move over SEO: Why retailers and brands need to start thinking about GEO.
👀 FROM LAST WEEK
#169: A 56.8% conversion boost from one collection page banner.
💡 ALLEN’S QUICK TIP
👊 STOUT SUCCESS
Ready to talk shop? Book a strategy call with me.
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That's all for today.
If you enjoyed this, please consider forwarding it to a friend, founder, or fellow marketer.
And if you have any comments/questions, I'd love to hear them.
Until next time.
— Allen