Does a guarantee seal lift mobile checkout conversion?
Our mobile checkout did not show the 60 day guarantee anywhere near the order. We tested a guarantee seal, alone and with a short line of supporting copy. Conversion rose 3.6% over 9 days, short of our confidence bar, before we paused for the holiday sale.
Not significant Mobile 9 days Not called
The hypothesis
By adding a 60 day guarantee seal to mobile checkout, we will ease doubt at the moment of purchase, resulting in a higher conversion rate.
An earlier desktop checkout test showed that adding trust signals raised conversion. Mobile has less room, so the signal had to be easy to see without pulling focus from the payment fields.
We built 2 versions: the seal on its own, and the seal with supporting copy about the guarantee.
What we changed
We added a 60 day guarantee seal to mobile checkout.
Var A added the seal by itself. Var B added the same seal with a short line of guarantee copy. Nothing else on the checkout changed. We paused all tests before the holiday sale, and Var B was dropped when the test came back.
- Added a 60 day guarantee seal
- No supporting copy
- Added the same 60 day guarantee seal
- Added a short line of guarantee copy
The result
Conversion rose 3.6% in 9 days, short of our confidence bar.
Over 9 days, Var A, the seal on its own, lifted conversion 3.6% and revenue per visitor 7.8%. Neither reached our confidence bar. The run was short because we paused every test ahead of the holiday sale, so promo traffic would not skew the read.
Revenue per visitor rose more than conversion, which puts average order value up about 4.1%.
What we would do next
Rerun the seal alone for a full 2 weeks outside a sale period.
The early lift pointed the right way, and order value rose along with conversion, so the seal did not just pull in small orders. A full run of the seal alone, away from holiday promotions, would show whether the lift holds on this checkout.