Do trust badges in a mobile checkout lift conversion?
The mobile checkout for CBD gummies did not remind shoppers about delivery, the guarantee or support. We added trust badges for all 3. Conversion rose 7.5% and revenue per visitor 7.3% over 18 days, short of our confidence bar.
Not significant Mobile 18 days Not called Reviewed
The hypothesis
By adding trust badges to the mobile checkout, we will reduce shopper anxiety at the final step, resulting in more completed purchases.
Shoppers often need reassurance in the last steps of a purchase. The mobile checkout gave them nothing about delivery, the guarantee or the customer service team.
This test kept the clearer upsell from the previous mobile checkout test and added trust badges on top of it.
What we changed
We added delivery, guarantee and service badges to mobile checkout.
The variation showed 3 trust badges in the mobile checkout: shipping, the guarantee and customer service. The control already had the clearer upsell from the previous test, and so did the variation. Nothing else changed.
- Shipping badge in mobile checkout
- Guarantee badge in mobile checkout
- Customer service badge in mobile checkout
The result
Conversion rose 7.5% and revenue per visitor 7.3% over 18 days.
Conversion rose 7.5% and revenue per visitor 7.3%, and fewer shoppers left the checkout. The lift did not reach our confidence bar, so we could not call it.
We stopped the first run to start the next round, then reran the test in November. In the rerun the lift dropped, likely because holiday traffic shopped differently.
What we would do next
Rerun the badges outside the holiday season.
The first run pointed the right way, which fits the idea that shoppers want reassurance right before they pay. The rerun landed in a holiday period when traffic behaved differently. We would test the badges again in a steadier month before drawing a firm conclusion.