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Home & Landing

Expert Profile Block on a Landing Page A/B Test

Showing a real expert's name, photo and role may make a brand feel more tangible and approachable.

  • Home & landing
  • Primary action completion rate

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Home & landing
Difference
added

Hypothesis

The person's prominence could also affect how large the organization seems, especially to business visitors. Measure behavior separately from any claim about perceived trust.

How to run this test

Primary metric

Primary action completion rate

Compare completion of the target action to see whether showing an expert profile changes behavior.

Other metrics

  • Qualified business lead rateCompare both the number and rate of leads that meet the business criteria.
  • Expert profile visibilityTrack whether the profile enters the viewport; visibility does not prove it was read.
  • Profile link interaction rateIf the profile has a link, track clicks without substituting them for the primary action.

What to check before and during the test

  • ProfileAdd one predefined profile for a real expert; keep other page content and the CTA unchanged.
  • Keep constant and interactionKeep page copy, CTA, other sections and their relative order unchanged; track profile-link interaction if present.
  • Business segmentCheck whether the share of qualified business leads changes.
  • Page flowCheck whether the added block affects CTA visibility or scrolling.
  • TrustIf measured, review survey results for trust or brand perception.

Setup mistakes to avoid

  1. 1Do not present a stock photo as a real expert.
  2. 2Do not attribute titles or qualifications the person does not hold.
  3. 3Do not change page copy or CTA along with the profile block.
  4. 4Do not use an expert's endorsement to replace an unverifiable product claim.
  5. 5Check relevant rules before publishing expert claims in regulated areas.