Multilingual Social Proof: Do Chinese-Language RED Reviews Drive First-Time Consults in Fort Lee?
by Angela Fisher, Front-end Designer
1. The Question
Would multilingual social proof (Chinese-language RED reviews) reduce friction and increase first-time consults in Fort Lee’s Chinese-speaking community compared to standard English-only reviews?
2. Test Design
Two variants, equal budget, 28 days, 5-mile geo around Fort Lee.
A Control: English landing page with Google reviews.
B Bilingual page (EN/ZH) with authentic RED review tiles, Chinese CTAs, and a Mandarin hotline.
We seeded 12 RED micro-reviews (6 creators, 6 verified customers), Sparked top posts, and tracked with UTMs, unique call lines, and “NEW-CONSULT-RED” booking tags.
3. What We Found
Bilingual + RED proof won. +33% first-time consults per session, 2.1× higher “Book Consult” CTR, and −22% cost-per-consult. Mandarin/Cantonese calls rose from 19% → 41% of inbound, and show-up rate ticked up +4 pts with bilingual reminders. Creative that paired a before/after carousel with a 2-line Chinese caption performed best.
