Taloon.com got caught up in the trend towards social proof, with “Like” and “Share“ icons on their product pages. However, they noticed unusually low conversions on pages with those social sharing buttons.
To test what was going on they created two variants of the same page with and without the social share icons.
Taloon ecommerce case study
They assumed that by de-cluttering the page, it would keep customers focused on the task at hand – checking out.
“Pages without social share icons saw an improved “add to cart” click-through by 12%”
Take home message
Just because everyone else is doing it doesn’t make it right. Always put yourself in the mindset of your customer, and keep them focused on the main task you want them to complete. Declutter pages with unnecessary actions to focus on making the sale.