The loser
The winner
Hypothesis:
Using long reviews that tell a mini-story will lead to a higher website conversion rate than a short review. Reading longer reviews gives the reader more of an opportunity to resonate with the reviewer. If they can see themselves in a similar situation to the reviewer and find a positive outcome, they're more likely to contact the business for help.
Result:
Our A/B test showed that long reviews (4-5 lines of text) converted at a 8% higher rate than short reviews (1 line of text).
Action Step:
If you're in a business where customer reviews are important, try using longer reviews. We think these are more impactful, content-rich, and will lead to a higher conversion rate — even if it means more reading.
