Does authorized partner wording lift registration conversion?
We added a line saying the service is an authorized partner of the government agency, either under the main button or in the header. Conversion rose 11.5% but revenue per visitor fell 8.6% over 8 days, so we did not call it.
Won Responsive 8 days Called at 90%
The hypothesis
By stating that we are an authorized partner of the government agency, we will give visitors more confidence in the service, resulting in more completed orders.
Visitors renewing a registration often wonder whether a private service is allowed to do the work. Saying plainly that we are an authorized partner could settle that doubt before it slows them down.
We did not know where the message would matter most, so we tested 2 spots: right under the main button, where visitors decide to start, and in the header, where it shows on every page.
What we changed
We added authorized partner wording under the button or in the header.
Var A placed a short line under the main call to action on the homepage and 10 service pages, stating that the service is an authorized partner of the agency. Var B put the same message in the site header instead. Everything else on the pages stayed the same.
- Partner line added under the main button
- Shown on the homepage and 10 service pages
- Partner line added to the site header
- Shown on every page
The result
Partner wording raised conversion 11.5% but cut revenue per visitor 8.6%.
Over 8 days, conversion was 11.5% higher than the control while revenue per visitor was 8.6% lower, and neither result reached our confidence bar. The 2 numbers pointing in opposite directions told us visitors were dropping out deeper in the funnel.
We paused the version under the button and relaunched the header version with the new wording carried through the whole funnel.
What we would do next
Carry the partner wording through every step, not just 1 spot.
Conversion and revenue moved in opposite directions, which points to a mismatch between the first page and the steps after it. The next step was to show the same partner message from the first page through to payment, so visitors saw 1 consistent story and the drop later in the funnel could be measured on its own.