Evidence #71: Social Proof That Didn't Work
Thanks to Daniel Bridges from findsomeone.co.nz for sharing Evidence Test #71. This New Zealand's dating site test suggests that sometimes social proof (in this case profile photos) might actually backfire. (Note: we ran this test over 2 years ago).
What Can We Learn From This Test?
The variation with the profile photos on the homepage showed a possible -6.6% decrease to searches. We aimed to increase searches as an interim metric to signups (if people search more, they should find more interesting profiles, and have a reason to signup - which is required for making contact). Here are some thoughts as to why this test went slightly south:
Too General Profiles
Perhaps in the context of dating sites, where faces may be an early selection criteria, showing general profile photos doesn't evoke interest. Perhaps people wish to first express some other criteria (ex: gender, age) before seeing more relevant profiles to them. Perhaps by showing profile photos too soon, this may even evoke opposite emotions.
Could it be that profile photos also take attention away from the higher up calls to action?
Any Other Explanations? Share Your Comments Below