Hypothesis
IF we display a midwife as a testimonial THEN the ARPU will increase BECAUSE people are often uncertain in their purchasing decisions and tend to look to individuals with specific knowledge for guidance. The photo, name, and profession of the testimonial will lead to trust (Social Proof, Authority).
Outcomes and Implications
| Psychological Mechanism | Social Proof / Authority Bias |
|---|---|
| Predicted Winrate | 30% 🔼 |
| Strategic Implication | Use authentic expert endorsements with name, image, and profession to strengthen trust and increase conversions. |