SCIENCE BEHIND THIS IDEA

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.