Where should a trust badge go on the product page?
In this category, shoppers care a lot about support after the sale. We tested a customer service award badge in 2 spots: the product gallery and below the guarantee. On mobile, the gallery spot lifted conversion 12.1% and revenue per visitor 31.8% over 31 days.
Won Mobile 31 days Called at 90% Reviewed
The hypothesis
By showing a customer service award on the product page, we will build trust in the support behind the product, resulting in more confidence and a higher conversion rate.
In this category, support after the sale matters as much as the product itself. Shoppers want to know someone will help if something goes wrong, and the business had won an award for its customer service.
The page already carried a 100% satisfaction guarantee. An award from outside the business gave shoppers proof that the support behind that promise was real.
What we changed
We tested a customer service award badge in 2 spots on the product page.
Variation A placed the badge among the product gallery thumbnails, so it was visible on page load. Variation B placed it below the add to cart button, right after the 100% satisfaction guarantee. Neither moved or replaced existing content. We ran the same test on desktop separately.
- Customer service award badge added
- Placed among the gallery thumbnails
- Visible on page load
- Customer service award badge added
- Placed below the add to cart button
- Sits right after the satisfaction guarantee
The result
The gallery badge lifted mobile conversion 12.1% and revenue per visitor 31.8%.
Both placements won on mobile, and the gallery placement did slightly better. Over 31 days, it lifted conversion 12.1% and revenue per visitor 31.8%, so average order value rose too, by about 18%. More mobile visitors bought, and they spent more per order.
Desktop lost. The same badge cut conversion 14.3% and revenue per visitor 29.6%, and we paused it after 10 days.
Shane’s note
Both spots won on mobile, which tells me the award did the work and placement only decided how much. The same badge lost on desktop, where the page already had enough trust signals. Sometimes 1 more just gets in the way.
What we took from it
On mobile, the badge won in both spots, best where it was seen first.
Both placements won on mobile, so the award itself built trust. The gallery spot did slightly better because it was seen on page load, without pushing the product details or the add to cart button down. On desktop, the page already carried enough trust signals, and the badge likely broke up the flow instead of adding to it.