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Outlined problem that customer reviews appeared too low on the Teethlovers homepage
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ID
TEET-120
Status
Failed
Due date
-
Project
Teethlovers
Priority
Urgent
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Valentin YeoProblem Statement
Currently, the homepage communicates Teethlovers’ product benefits and founder story (“Alex & Marie”) but only shows customer reviews much lower on the page. Visitors must scroll extensively to reach them, which means many potential buyers never see the strongest trust signal (social proof) before deciding to explore products or exit.
Objective
To increase conversion rates (homepage → product clicks and add-to-cart) by surfacing customer reviews earlier in the user journey, specifically after the core benefit explainer section.
Hypothesis
If we move customer reviews to appear midway down the homepage, right after the “Warum unser Zahnpulver besser wirkt als Zahnpasta” section, then users will be more likely to trust the brand and proceed to purchase, because social proof (reviews) will validate the benefits before users lose attention.
Control
Reviews remain in the current position (lower on the page).
Users only encounter reviews after scrolling through multiple sections.
Variation 1 (Midway Placement)
Move the Customer Reviews carousel/section directly below the “Warum unser Zahnpulver besser wirkt als Zahnpasta” accordion section.
ICE Rating
Impact (9/10): Reviews are one of the strongest CRO drivers. Placing them earlier can significantly boost conversions.
Confidence (8/10): Social proof placement improvements have repeatedly shown measurable uplift in e-commerce benchmarks.
Ease (8/10): Only involves moving an existing module, no new design or dev-heavy elements.
Total ICE Score: 25/30
VWO link:
https://app.vwo.com/#/test/ab/121/summary/?accountId=1091932
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