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Test Idea #21: Likability effect



    Make sure that the people you feature on your website resemble your customers. The more they can relate to what and who they see on your website, the more likely they will be to trust your business and end up using your tools and services.


    By featuring people who look like your main customer base on your website, you increase the chance that your visitors will relate to what they see, trust your business and be more willing to engage with you and click on your CTAs.


    Through identifying similarities we create connections with people and the same psychologicalmechanism is working in the background when we?re deciding on what business to use. While in real life we tend to like people who have the same interests or passion as we do, we judge websites on the basis if the people we see look like us and if they make us feel like we belong to that group on the basis of their knowledge, position and experience. If your main customers are app developer? who tend to favor a more casual style, do not feature highly polished CEOs or experts who perform a completely different function and don?t look anything alike.

    That?s why you need to make sure that you?re familiar with your main customer avatar and make them feel welcome on your website by showing people who look like them and have the same knowledge.

    What to test

    Variant A, or your current testimonials page features owners of companies who are all in suits and ties. Because of this, your main customer, a Backend developer, cannot identify with your service. Variant B, or the test version of your testimonials page, changes this and you can only see reviews sent in by those more similar, both by clothing and experience, to your target group.




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