Does a security badge on the lead form lift conversion?

Our multi-step lead form showed no security badge. We tested adding a badge based on the site's security certificate. Over 15 days, leads came in 3.1% lower with the badge, short of our confidence bar.

Not significant Responsive 15 days Not called

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By adding a security badge based on the site's security certificate, we will raise visitors' trust in the form, resulting in a higher conversion rate.

The form asks for debt details, then a name, email and phone number. Visitors share personal details only when they trust the site, and a badge is a common way to show that a page is secure.

What we changed

A security certificate badge added to every step of the form

Var A added a security badge tied to the site's certificate provider on each step of the funnel. The questions and layout stayed the same.

VAR A: BADGE

Security certificate badge added
Shown on each step of the funnel

The result

Leads came in 3.1% lower with the security badge

CONVERSION RATE

-3.1%

LEAD VALUE PER VISITOR

-3.7%

Over 15 days, the badge version converted 3.1% worse than the original, and lead value per visitor was 3.7% lower. Neither gap reached our confidence bar. Lead volume was low early on, but the badge version never pulled ahead at any point, so we paused the test.

What we would do next

A security badge alone did not move this form

The badge never pulled ahead of the original in any week. We kept the original form and moved on to tests that changed what visitors see inside the funnel itself.