A review widget that performs well on desktop by being large and comprehensive can be distracting and hurt conversions on mobile. On smaller screens, a more subtle, less intrusive social proof element is often more effective as it doesn't detract from the primary call-to-action.
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A generic button like "Submit" is a wasted opportunity. The call-to-action is your last chance to persuade the user. Treat its copy as a critical sales variable and A/B test compelling, action-oriented phrases like "Yes, I'm in" to maximize conversions.
The old rule of keeping landing pages short and focused on a single call-to-action is outdated. For some campaigns, the primary goal is to educate the visitor. In these cases, longer-form content can be more effective, with conversion being a secondary goal.
Instead of focusing solely on conversion rates, measure 'engagement quality'—metrics that signal user confidence, like dwell time, scroll depth, and journey progression. The philosophy is that if you successfully help users understand the content and feel confident, conversions will naturally follow as a positive side effect.
Forcing users to focus on a single, non-scrollable view with a simple form eliminates distractions. This tactic simplifies the user experience by preventing users from getting lost in supplementary information, leading to a significant increase in conversion rates.
Generic social proof like "1 million customers" is minimally effective. The key is to tailor the message to the user's identity. We are most influenced by people like ourselves, so messages like "other doctors in Sydney" or "your neighbors" have a much stronger impact.
Tailor social proof to the buyer's journey stage. Top-of-funnel prospects need quick, quantitative signals of trust like star ratings and review volume. Lower-funnel and retargeting audiences, who are closer to a decision, are more influenced by specific, qualitative quotes.
Replace generic praise like "we love this product" with testimonials that feature specific, quantifiable outcomes ("saved 12 hours a month"). This helps prospects visualize concrete benefits and can increase conversion rates by over 15%.
To create web apps that feel native on mobile, the most crucial design principle is aggressive reductionism. Vercel founder Guillermo Rauch's advice is to "delete, delete, delete, delete" every non-essential UI element to force clarity and respect the user's fleeting attention span.
Eliminate distractions and force a decision by creating form pages with no scroll functionality. This singular focus on the form fields can dramatically increase conversion rates compared to pages with additional information below the fold.
Instead of generic praise like "we love this product," use testimonials with specific numbers (e.g., "saved 12 hours a month"). This allows prospects to visualize tangible value and see themselves in the outcome, making social proof significantly more persuasive.