Does highlighting trust signals in the copy lift mobile conversion?

Our mobile homepage copy already made a trust claim, but it sat in plain body text. We tested highlighting it within the content. After 9 days, conversion was down 14.6%, short of our confidence bar, and we paused the test.

Not significant Mobile 9 days Not called

SURFACE

Homepage

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By highlighting the key trust claim in the mobile homepage content, we will raise visitor confidence and click-through, resulting in more completed orders.

Secure wording beside the form had just won on mobile. The homepage copy also held a strong trust claim, but it was easy to miss. We wanted to see whether making that claim stand out would add to the earlier win.

What we changed

The trust claim in the homepage copy highlighted so it stands out

We left the layout as it was and visually highlighted the existing trust claim inside the mobile homepage content, so visitors would notice it while scanning. The form and call to action did not change.

VAR A: HIGHLIGHT TRUST SIGNAL

Trust claim in the copy highlighted
Layout and form unchanged

The result

Conversion was down 14.6% after 9 days, short of our bar

CONVERSION RATE

-14.6%

FORM SUBMITS

-5.1%

After 9 days, the highlighted version converted 14.6% lower than the original, and form submits were 5.1% lower. Neither gap reached our confidence bar, and the test had little traffic. Form submits trailed the original from the start, and the test risked skewing a checkout test running at the same time, so we paused it after 9 days.

What we would do next

Retest the highlight when no other funnel test is running

This read is thin, so we do not treat it as a loss. Form submits trended below the original from day 1, so we would not implement the highlight as it stands. If we retest it, we would run it on its own, so a checkout test further down the funnel cannot muddy the result.