Does a more prominent secure message lift desktop conversion?

A small secure line beside our desktop homepage form had not helped. We tested a larger, more prominent secure message. Over 14 days, conversion was down 21.9%, just short of our confidence bar.

Not significant Desktop 14 days Not called

SURFACE

Homepage

DEVICE

Desktop

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By giving the secure message more weight on the desktop homepage, we will make visitors feel safe sharing their details, resulting in more completed orders.

Secure wording won on mobile but not on desktop, where the small line was easy to miss. Desktop has more space, so we redesigned the message to draw more attention.

What we changed

A larger, more prominent secure message on the desktop homepage

We redesigned the secure wording from the earlier test so it took up more space and drew more attention on the desktop homepage. The form itself did not change.

VAR A: SECURE MESSAGING

Larger secure message near the form
Form unchanged

The result

Conversion was down 21.9% over 14 days, short of our bar

CONVERSION RATE

-21.9%

FORM SUBMITS

-11.1%

Over 14 days, the version with the prominent secure message converted 21.9% lower than the original, and form submits were 11.1% lower. The gap came close to our confidence bar but did not clear it, on low desktop traffic. Form submits trailed the original from the start, so we paused the test.

What we would do next

Retest with the secure logo placed below the call to action

Making the message bigger did not help desktop visitors start the form. The next round moved the secure logo just below the call to action, so it sits beside the button instead of competing with the form.