Case Study: comScore achieves 69% increase in leads with Optimizely

Improving customer testimonials on product pages increased conversions by 69%

comScore, an internet analytics SaaS that provides marketing data to large enterprises, needed to increase demo requests generated from its product pages. Director of Web Marketing Ferry Gijzel discovered through an audit that those pages were underperforming in lead generation and hypothesized that stronger brand validation and social proof—specifically more prominent client testimonials—would drive more conversions.

Gijzel tested three testimonial variations against the original and found a vertically oriented testimonial that included a customer logo outperformed the others, boosting demo requests by 69% (from 3.3% to 5.5%). The experiment, run on ~2,500 visitors and analyzed using comScore’s Digital Analytix segments to focus on new leads, showed that small design changes and targeted segmentation can produce significant lifts in conversions.

ComScore

Ferry Gijzel

Director of Web Marketing