The Hammersley Brothers, eCommerce Growth Strategists I’ve followed for years, use an analogy called The Busy Restaurant Test when assessing an eCommerce website. This simple yet powerful concept can help you understand how to make your website more trustworthy, which will help improve conversion rates.
What is the busy restaurant test?
Picture this: You’re on holiday on a Greek island, strolling through the town’s quaint main street in search of a place to eat. You come across two restaurants side by side. One is bustling with people, filled with energy, laughter, and the delicious smells of freshly prepared food. The other is empty, with staff standing idly by. Which one would you choose?
Most people would gravitate towards the busier restaurant, assuming that it offers better food or service. This assumption is natural – we often use the crowd as a form of social proof, believing that a busier restaurant signals high quality.
The busy restaurant test for websites
This same principle applies to websites. When a person arrives on your eCommerce site, they quickly assess whether it feels busy or empty. A website that looks popular, with plenty of customer reviews, user-generated content, or indicators of trust, passes the Busy Restaurant Test. It creates the impression that others are shopping there and having a good experience, which helps to build trust with new visitors. In this case, purchasing from your website feels like a safe option.
On the other hand, a website that lacks this type of social proof might feel abandoned. Even if you’re selling great products, the absence of visible engagement from others can make potential customers second-guess whether they should trust your site.
Passing the busy restaurant test with social proof
One of the best ways to make your website feel busy is to leverage social proof. Customer reviews, testimonials, and user-generated content are all highly effective tools for showing potential buyers that others are engaging with your brand and loving your products.
Another way to pass the test is by showcasing logos of well-known publications or brands that have featured your products. This works exceptionally well in niches such as home decor, interior design, wellness, and health supplements. Seeing recognisable names associated with your brand can add a layer of credibility and make your site feel more trustworthy and active.
The power of customer reviews
I’ve seen firsthand how focusing on growing customer reviews can dramatically improve a website’s conversion rate. Reviews provide powerful social proof, and incentivizing customers to leave them can make a significant difference. Businesses that offer rewards or incentives for leaving reviews grow their review base faster than those that don’t. As your reviews grow, your site naturally starts to feel busier, which in turn attracts even more customers.
But what if you’re just starting out?
Passing the Busy Restaurant Test can be challenging for new eCommerce businesses, but it’s not impossible. If you’re just starting out and don’t yet have a large customer base, there are still ways to create the perception of busyness.
Here are a few strategies to get you started:
- Leverage Social Media: Share user-generated videos or photos of your products being used by customers. Even if you only have a small number of early adopters, showcasing their engagement can create the appearance of a lively brand.
- Highlight Partnerships and Features: Display logos of any reputable publications, influencers, or partners who have mentioned or endorsed your products. This adds credibility even if you don’t yet have many reviews.
- Run a Launch Promotion: Offer a limited-time discount or free gift to encourage early buyers to leave reviews and testimonials. These will serve as the foundation of your social proof going forward.
- Focus on Personal Stories: Share your brand story and include photos or videos that show the behind-the-scenes of your business. Personal connection can help bridge the gap until you’ve built up more customer engagement.
- Show your Instagram Feed: Show your latest posts on your website in an image-focused feed. This helps to establish trust in your brand.
In summary, passing the Busy Restaurant Test is all about creating an environment of trust and activity on your website. By focusing on building social proof and leveraging early momentum, even newer eCommerce sites can appear just as lively and attractive as those that have been around for years.
