Do trust signals by the homepage form lift mobile conversion?
After cutting fee callouts in earlier rounds, we tested 2 new messages by the mobile homepage form, on trust and on how fast renewal takes. Conversion rose 10.3% over 26 days, short of our confidence bar.
Not significant Mobile 26 days Not called
The hypothesis
By adding trust or speed messaging where fee callouts used to be, we will ease the same worries, resulting in more completed renewals.
In earlier rounds, taking fee callouts off the homepage lowered worry and lifted conversion. We expected that adding reassurance would push the same way.
We tested 2 kinds of reassurance: that other drivers in the state trust the service, and that renewing takes very little time.
What we changed
We added a trust message or a speed message by the mobile form.
The control showed the homepage form without either message. Var A added a line saying drivers across the state trust the service. Var B added a line about how quickly people can finish their renewal. The form itself did not change.
- Line saying drivers in the state trust us
- Line on how quickly renewal can be done
The result
Trust and speed messaging lifted mobile conversion 10.3% in 26 days.
Conversion was 10.3% higher than the control over 26 days, but the result did not reach our confidence bar. In the first week, fewer people started the form while more of them finished it.
By the end of the run, the speed message was the stronger of the 2, and we implemented it.
What we would do next
Test the speed message on desktop to see if it holds there.
Telling people how fast they could finish seems to have eased the same worry that removing fees did. The next step is to carry the speed message to the desktop homepage, where visitors behave differently, and see whether it helps there too.