Do trust icons below the checkout lift desktop conversion?
The desktop checkout for CBD gummies gave shoppers no reminders of delivery speed, the guarantee or support. We added trust icons for all 3 below the checkout. Conversion moved 0.9% lower over 14 days, short of our confidence bar.
Not significant Desktop 14 days Not called Reviewed
The hypothesis
By adding trust icons to the checkout, we will raise shopper confidence at the final step, resulting in more completed purchases.
Shoppers reach checkout with their mind mostly made up, but doubt about delivery, returns or getting help can still stop them.
The desktop checkout did not remind shoppers of the same day delivery, the guarantee or the customer service team. We expected trust icons to settle those doubts.
What we changed
We added delivery, guarantee and service icons below the checkout.
The variation placed 3 trust icons below the desktop checkout: same day shipping, the guarantee and customer service. The checkout fields and buttons stayed the same.
- Same day shipping icon below checkout
- Guarantee icon below checkout
- Customer service icon below checkout
The result
Conversion moved 0.9% lower over 14 days, too small to call.
The variation trended up partway through, so we gave it an extra week. Desktop traffic to checkout was low, and conversion finished 0.9% lower than the control after 14 days of data.
The result never reached our confidence bar. We paused the test to make room for a new cart and checkout idea.
What we would do next
Test trust icons where they can be seen before the button.
Below the checkout, the icons sat where many shoppers never looked, and low traffic made any small effect hard to see. We would try the same message higher on the page. The same idea on mobile became its own test.