Does secure wording near the form lift mobile conversion?

Our mobile homepage form gave visitors no sign that their details were safe. We tested secure wording and a padlock icon beside the form. Over 21 days, conversion rose 20.1%.

Won Mobile 21 days Called at 90%

SURFACE

Homepage

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By adding secure wording and a padlock beside the homepage form, we will give mobile visitors more confidence to share their details, resulting in more completed orders.

An earlier test added trust signals at the last checkout step, and it did not reach our confidence bar. Our read was that visitors needed reassurance earlier, when they first decide whether to enter their details.

The homepage form is the first place we ask for information, so we moved the trust message there.

What we changed

Secure wording and a padlock icon added beside the homepage form

We added a short line of secure wording with a padlock icon next to the homepage form on mobile. Everything else on the page stayed the same. The same change ran on desktop as a separate test.

VAR A: SECURE WORDING

Secure wording added beside the form
Padlock icon added

The result

Conversion rose 20.1% with secure wording beside the mobile form

CONVERSION RATE

+20.1%

FORM SUBMITS

+0.9%

Over 21 days, the version with secure wording converted 20.1% better than the original, and revenue per visitor rose by the same amount. Form submits at the first step were nearly flat, up 0.9%, so the lift came later in the funnel. The first 3 days were noisy, so we let the test run an extra week to confirm the lift held, then implemented it on mobile. The desktop version did not show the same lift.

What we took from it

Reassurance at the first form helped mobile visitors finish

Form starts barely moved, but more visitors went on to complete their order. The secure wording added clarity at the point where visitors first share their details. On desktop, the same small line did not stand out, so we redesigned it for the larger screen.