Trustpilot reviews on the 3-day course page
A VWO test for Red Cross First Aid Training that placed the same course-tagged Trustpilot module high on the 3-day First Aid at Work course page, a bigger, more considered purchase. Course search rose and reached significance; conversion and add to basket stayed flat.
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Result
Recommendation: monitored roll-out, then segment.
The challenge
The 3-day First Aid at Work course is a bigger commitment, usually booked after more thought. Social proof had helped on shorter courses, so we wanted to see whether the same module would move people towards booking here, on a more considered purchase.
The reviews existed but were not shown where people were deciding. We tested surfacing them near the top of the course page, using the exact module and build from the 1-day course test, retagged for this course.
The hypothesis
What we changed
The variation injected the same Trustpilot carousel high on the course page, above the main content, filtered to four- and five-star reviews tagged for the 3-day course (data-tags="CT-FA3"). The build is identical to the 1-day test: one guarded script, a readiness gate on the content, script and render API, two fire-once scroll observers, and the course-finder CTA tracked on a real search. The 1-day write-up covers the code in full.
The result: only one metric moved
Figures are the variation measured against control. Only course search reached statistical significance. The small movements in conversion and add to basket did not, so they are best read as flat, not as losses.
Course search rose 3.06% and was the only significant result. Conversion sat 2.65% below control and add to basket 0.36% below, both within noise. Reporting them as flat rather than as a dip is the honest read, and it is the read the roll-out decision is built on.
Recommendation and next steps
The lift is real but narrow, so the sensible move is a monitored roll-out paired with a closer look at who the module helps.
- Roll out to 100%, and watch checkout. Course search improved and the checkout metrics held. Ship it, but keep an eye on conversion and add to basket at full volume, since neither moved significantly here.
- Segment new versus returning. The module is most likely to help people new to the brand. Split the read to see where the value sits.
- Read search against flat checkout. On a considered 3-day purchase, reviews may aid discovery more than the final decision. Test placement, or a prompt closer to the booking step.
- Monitor after launch. Track the metrics and the module engagement events once live, and re-check conversion once there is more volume.