We recently ran an A/B test for a multi destination accommodation provider, exploring whether the location and placement of social proof could influence booking behaviour.
The test
We tested the impact of displaying a Booking.com review rating (“10/10 Exceptional”) at the top of each accommodation locations booking page. The hypothesis: that showing a clear, credible rating above the fold would increase trust and encourage more travellers to book.
The experiment ran on the providers website for six weeks, targeting typical visitors, both local and international, with ‘Book This Location’ link clicks measured as the key success metric.
The results
The variation featuring the review rating achieved a 23.7% conversion rate, compared with 21.3% for the control, an 11.15% relative uplift. While overall visitor numbers were modest, the upward trend was consistent throughout the test period, supporting the hypothesis that visible social proof positively influences purchase confidence.
The takeaway
For multi-site accommodation providers like this one, adding a simple trust cue delivered a meaningful improvement in performance. The results reinforce that travellers, especially those encountering a brand for the first time, look for reassurance from credible third-party validation before committing to book.
The decision
Based on the consistent positive trend, the update will be rolled out across all booking pages. This learning will also inform future CRO and copy experiments around trust, reassurance, and conversion intent across other touchpoints in the booking journey.
Why it matters
Small, evidence-based optimisations like this build cumulative impact. Each test, whether large or subtle, contributes to understanding what helps travellers move confidently from browsing to booking, one small win at a time.
Related Reading
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Top 5 eCommerce UX Tests That Drive Conversion
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About Traction Marketing
At Traction Marketing, we help kiwi brands grow through data-driven SEO, AEO, and conversion testing. Our Christchurch-based team combines marketing strategy, analytics, and experimentation to drive measurable digital growth across New Zealand and beyond.
Written: 12th November 2025
Updated: 12th November 2025
About the Author: Jordana Clarke
