Does moving a trust seal higher lift lead form conversion?
Our tax relief lead form showed an accreditation seal low on the page, where few visitors saw it. We moved the seal up near the form. Conversion moved +2.4% over 10 days, which did not reach our confidence bar.
Not significant Responsive 10 days Not called
The hypothesis
By moving the accreditation seal higher on the page, we will build trust before visitors start the form, resulting in a higher conversion rate.
The page already had a trust seal, but it sat below the form where most visitors would not scroll. Social proof only helps if visitors see it at the moment they decide whether to start.
Moving an existing element is a low cost change, so we tested it before adding any new trust content.
What we changed
We moved the existing accreditation seal up the page, near the form.
In the control, the accreditation seal sat low on the page, below the form. In the variation, we moved the same seal up so visitors could see it next to the start of the form. Nothing else on the page changed.
- Accreditation seal moved up near the form
- Same seal, no new trust content
The result
Conversion moved +2.4% over 10 days, short of our confidence bar.
Conversion was slightly up, but revenue per visitor dropped steadily over the run. Clicks to this page were expensive, so each day of lower revenue had a real cost. We paused the test after 10 days and moved straight to the next test on this funnel.
What we would do next
Moving the seal changed little and cost revenue per visitor.
A small lift in form starts did not carry through to revenue on this page. The seal may already have been doing its job lower down, or visitors on this page may not weigh it much. Next, we would test changes to the form steps themselves, where earlier tests on these funnels found bigger effects.