Do testimonials and trust signals in a lead form lift completions?
Our multi-step quote form gave visitors little proof that others had used it or that their details were safe. We added a testimonial to the first 2 steps and trust signals to the rest. Conversions rose 8.4% over 17 days, short of our confidence bar.
Not significant Responsive 17 days Not called
The hypothesis
By showing a testimonial early in the form and trust signals in the later steps, we will ease doubts at each stage, resulting in more visitors who start and complete the lead form.
Early steps are where visitors decide whether the form is worth their time, so proof from other customers fits there. Later steps ask for contact details, which is where privacy worries come in.
The variation matched each message to the step where that worry is strongest.
What we changed
Testimonial on steps 1 and 2, trust signals from step 3 on
In the variation, steps 1 and 2 showed a customer testimonial at full opacity instead of faded. From step 3 on, where the form asks for personal details, the testimonial gave way to trust signals. We also added a lock icon next to the privacy copy. The questions and the order of steps stayed the same.
- Testimonial at full opacity on steps 1 and 2
- Trust signals on step 3 and later
- Lock icon added to the privacy copy
The result
Conversions rose 8.4% in 17 days, short of our confidence bar
The variation converted 8.4% better than the control over 17 days. The lift held steady across the run, but traffic to the form was low and the result did not reach our confidence bar, so we did not call it.
What we would do next
Rerun with more traffic to confirm the steady lift
The variation stayed ahead for the whole run, which makes the lift worth confirming. A longer run, or a run with more traffic to the form, would show whether matching testimonials to early steps and trust signals to later steps holds up.