Does an accreditation rating at the end of checkout lift conversion?

Our final checkout step did not show the business's accreditation rating. We tested adding it there on mobile and desktop. Over 15 days, conversion rose 0.8%, short of our confidence bar.

Not significant Responsive 15 days Not called

SURFACE

Checkout

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By showing the business's accreditation rating at the end of checkout, we will make visitors more confident they are dealing with a reputable company, resulting in more completed checkouts.

An earlier test put an accreditation badge and a padlock at the final step as 2 separate variations, and neither reached our confidence bar. We came back to the final step with a single change: the accreditation rating on its own, against the original.

What we changed

The business's accreditation rating shown at the final checkout step

Var A added the business's accreditation rating at the end of checkout. The rest of checkout did not change. The test ran on mobile and desktop together.

VAR A: ACCREDITATION RATING

Accreditation rating added at the final step

The result

Conversion rose 0.8% over 15 days, short of our bar

CONVERSION RATE

+0.8%

FORM SUBMITS

+0.1%

Over 15 days, the version with the rating converted 0.8% better than the original, and revenue per visitor rose by the same amount. Form submits were flat. The gap was far from our confidence bar. Most of the movement came from mobile, while desktop underperformed and pulled the average down.

What we would do next

Keep the rating on hand for future checkout tests

A rating at the end of checkout did not change completion overall. Mobile showed some promise, so we kept the rating design for later checkout tests rather than implementing it on its own.