08 · Case study · 2022
AXA: Social Proof Reviews
Using customer reviews to reassure prospects inside the funnel
- Role
- Senior UX/UI Designer
- Timeline
- 2022
- Industry
- Insurance · Financial Services · Conversion UX
A social-proof initiative for AXA product pages, using customer feedback to increase trust, support conversion and give prospects visible reassurance before they commit.
AXA had customer feedback available, but the value of that feedback was not fully visible to prospects at the moments where reassurance could influence consideration and conversion.
The initiative introduced a review plugin and split social proof into two complementary moments: a compact trust signal near the top of the page, visible immediately on landing, and a more detailed review carousel later in the funnel. This framed the commercial journey between two reassurance points instead of treating reviews as a secondary content block.
Data showed better overall engagement on the page, slightly higher CTR on the red CTA, and visible interaction with the carousel as prospects opened and read full reviews.