Does a service award badge lift desktop product page conversion?
Product pages showed a satisfaction promise but no outside proof of good service. We added an industry award badge for customer service, in 2 spots. Desktop conversion fell 14.3% over 10 days, not a conclusive result.
Not significant Desktop 10 days Not called
The hypothesis
By displaying an industry award badge for customer service on product pages, we will build trust and confidence, resulting in a higher conversion rate.
Shoppers buying flowers for a wedding are trusting a site with a big day. The product page had a 100% satisfaction promise, but nothing from outside the company backed it up.
The business had just won a customer service award. A badge near the promise, or on the product images, could add proof right where shoppers decide.
What we changed
We added an industry award badge for customer service in 2 spots.
Variation A placed the award badge below the 100% satisfaction promise. Variation B added the badge to the product image previews. The test ran on mobile and desktop as separate tests, launched together.
- Award badge below the satisfaction promise
- Award badge on the product image previews
The result
Desktop conversion fell 14.3% and revenue per visitor 29.6%.
Desktop conversion fell 14.3% and revenue per visitor 29.6% over 10 days. The result did not reach our confidence bar. We paused desktop early on purpose, so the mobile test could get the traffic it needed to finish.
Mobile ran 31 days. Both variations beat the control there, conversion rose 12.1%, and we implemented Variation A on mobile.
What we would do next
Retest the badge on desktop with a full run.
Desktop stopped at 10 days by choice, not because the badge clearly failed. Mobile shoppers responded to the badge below the satisfaction promise. A full desktop run with only that placement would show whether the early drop was real or noise.