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What do I do next? Is it going to take forever to buy? The first is fastest The second is more reassuring The third has everything but takes longer. All three are helping me make a decision to some respect. * Testing tips – Social proof or testimonials. Who has used something like Tripadvisor before booking a hotel? Hotel glo – 279 reviews. How to measure? Click through rates of different versions. 189 reviews and 4.5 stars must mean a damn good book. An actual quote from a happy customer is even better. B2B - Logos of clients at least with a few references from them. Better than this is a