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eToro

October 2024 · Mobile / Desktop

More context for choosing a Popular Investor, built into the profile.

eToro CopyTrader Social Links experience

Overview

CopyTrader can make investing feel simple, but the trust decision behind it is not simple at all. A user can copy an experienced investor in a few taps, which means the profile has to carry more than performance. It has to help someone decide whether this is a person they are willing to follow with real money. Social Links brought external identity signals into the profile beside eToro's own data. After launch, conversion to copy rose 12% and engagement with investor profiles rose 26%.

Role
Senior Growth Product Designer
My focus
Identity signals, trust evidence, and the conversion experiment around copying Popular Investors.
Evidence
  • More than 100 responses collected through interviews, surveys, and usability testing.
  • Continuous feedback loops with Popular Investors before and after release.
  • Opportunity Solution Tree analysis centered on the paradox of choice.

Process and solution

Research evidence behind social links in CopyTrader

The chart was not the whole profile

More than 100 responses across interviews, surveys, and usability tests showed the same gap. Users wanted more evidence about the person behind a performance profile, and Popular Investors wanted a better way to explain their expertise, strategy, and approach.

The issue was not simply profile completeness. CopyTrader asks users to delegate trading decisions, so trust needed to be built from both platform performance data and signals that made the investor feel credible outside the chart.

The product had to keep that extra context close to the decision, before users left the profile to search for reassurance elsewhere.

One signal, two audiences

Opportunity mapping connected user uncertainty and investor visibility as one problem. The information users needed to judge fit was also the information Popular Investors wanted to share.

Opportunity mapping for the CopyTrader social proof feature

Keep trust anchored in the product

Popular Investors could add established social channels to their profiles. Users saw those signals beside eToro's performance data, adding context without replacing the product's verified information.

That balance mattered: social proof made the investor easier to understand, but the decision still stayed anchored in eToro's own performance, risk, and profile data.

Social links and credibility signals in the Popular Investor profile

Key decision

Combine external social channels with internal eToro proof rather than relying on only one source.

eToro data showed performance but said less about the person and approach behind it. External profiles added that context, but only made sense beside the verified product data.

Alternative considered: Use only internal performance and profile data. / Use only external social profiles as credibility signals.

Outcome

+0%

Conversion to copy

+0%

Profile engagement

Active adoption

Popular Investor adoption

Looking ahead

Measure which connected channels help users decide, instead of treating every signal as equally useful.

Continue exploring