Discover Card testimonials component
Achieving a 6% conversion lift in credit card applications through a new, multi-card testimonials component + improving SEO ranking through increased user engagement.
Role
UX/UI Designer
Team
SEO + Card Acquisition
Company
Discover Financial
Research
Through our in-house consumer insights team, we found that social proof plays a significant role in how potential customers evaluate credit cards. When exposed to positive reviews from existing cardmembers, our target audience reported a noticeably higher intent to apply.
To validate the opportunity, we partnered with Contentsquare to analyze heat mapping and interaction data across existing pages. The data revealed strong user engagement with a reviews component already present on individual card product pages — a clear signal that this pattern resonated with users.
From there, I designed a new testimonials component tailored for pages featuring multiple card offerings. The goal was to bring the trust-building power of social proof into a comparative context, driving both deeper engagement for SEO and higher card application conversion rates.
Development & Iteration
I designed 5 prototypes for internal reviews with the SEO and card acquisition teams. We chose design B (below) for our A/B test on a "All Cards" page, as well as design D on a "Compare Cards" page.
Implementation and A/B test results
At the six week mark, the new component outperformed the control pages (without new component) in our A/B test, driving a 6% lift in card applications. Contentsquare data echoed the win, showing measurably higher user engagement in the same period via heatmapping.
Looking forward
Ongoing heat mapping and card acquisition conversion data will inform future iterations, ensuring the component can evolve alongside user behavior.
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