Does a trust badge in the header lift homepage conversion?
The desktop header showed only the logo. We added a customer service award badge beside it, so every visitor saw it on arrival. Conversion rose 18.9% and revenue per visitor 17.3% over 21 days.
Won Desktop 21 days Called at 90%
The hypothesis
By adding a customer service award badge next to the logo, we will build trust from the first view, resulting in a higher conversion rate.
In this category, support after the sale weighs heavily on the decision, and the business had won an outside award for its customer service.
The header is the first thing every visitor sees, on every page. A badge beside the logo would put that proof in view before shoppers reached a single product.
What we changed
We added a customer service award badge next to the logo in the header.
The badge sat horizontally beside the logo in the desktop header. Nothing else on the page moved or changed. After this test, we ran the same badge on mobile, then retested it with new badge designs.
- Customer service award badge added to the header
- Placed horizontally next to the logo
- Desktop only
The result
Conversion rose 18.9% and revenue per visitor 17.3%.
The badge won on desktop over 21 days. Conversion rose 18.9% and revenue per visitor 17.3%, so order value held about steady. More visitors bought, at about the same spend per order.
We implemented the badge. A mobile version followed and trended up without reaching our confidence bar, and it was implemented alongside desktop.
What we took from it
An award seen on arrival gave shoppers a reason to trust the store.
Support after the sale matters in this category, and the header is the first thing every desktop visitor sees. The award did its work before shoppers reached a product. It also sat in space the header already had, so it did not push content down or compete with anything shoppers needed.