Does a license trust label near the form lift homepage conversion?
Our desktop homepage form had no message about the service's license. We tested a trust label beside the form saying the service is officially licensed. Conversion fell 7.0% over 14 days, so we paused it.
Lost Desktop 14 days Called at 90%
The hypothesis
By showing a trust label that says the service is officially licensed, near the homepage form, we will give visitors more confidence in the service, resulting in more of them submitting their details.
Visitors are handing over vehicle and payment details to a service they may not know. We expected a clear label stating that the service is officially licensed to answer the question of whether it can be trusted, right where visitors decide to start the form.
What we changed
We added a license trust label beside the desktop homepage form.
The control showed the homepage form as it was, with no license message near it. The variation added a trust label next to the form stating that the service is officially licensed to process registrations.
- Trust label added beside the form
- Label states the service is officially licensed
The result
The license trust label cut desktop conversion 7.0% in 14 days.
Desktop conversion was 7.0% lower than the control over 14 days. The variation trailed for most of the run, so we paused it and planned a new version of the copy for the next round.
What we took from it
More official wording near the form did not build confidence.
Visitors on this page were ready to start a simple task. A label about licensing drew attention to a question many of them were not asking, and may have made the service feel more complicated. The copy that sits near the form needs to keep visitors moving, not give them something new to weigh.