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conversion drop

Debunking the Social Proof myth

Posted in A/B Split Testing, Case Studies on
CalPont - With social sharing features

Social media and how it can be used in digital marketing has been the subject of many articles and is a centerpiece of many digital strategies. However, recently conversion testing has shown that social media can actually harm some websites, but has not yet clearly established why and how to avoid this ‘social media conversion trap’. CalPont is a database management software company based in Frisco, TX. CalPont makes InfiniDB, an award winning, scalable, software-only columnar database for big data analytics applications. CalPont engaged Hathway – a digital agency in California with expertise in strategy and development for mobile and web experiences (yup, I work here) to help establish CalPont’s web presence and optimize the website for end users and search engines. So, after reviewing the social media implementation on the CalPont website, which appears in three areas, Hathway determined that a conversion test was needed to establish if the…