Trust-building icons boost checkout confidence and conversions
Discover how trust-building icons on the checkout page enhanced customer confidence, yielding a 0.9% increase in conversion rates. Explore the insights!
Metric
Conversion rate
Lift change
+0.9%
Control
Variation
IF we display trust-building icons (i.e. credit cards, guarantees, etc) during checkout, THEN customers will be more likely to proceed to the next step, and ultimately checkout more frequently BECAUSE visitors will have fewer subconscious doubts about the brand's trustworthiness.
What We Changed
- Added “10% for Conservation” icon.
- Added “45-Day Easy Returns & Exchanges” icon.
- Added “Built for Harsh Conditions” icon.
Detailed breakdown
Conversion Rate
+0.9%
Add-to-Cart Rate
+1.9%
Revenue
+3.21%
Bounce Rate
+0.4%
Key Learnings
- Conversion rate and Add to cart didn't move enough for this experiment to be declared a winner.
- It seems customers aren't as moved by reassurances on the checkout page as they were before Covid
- There numbers on the checkout suggest there are other forces impacting customer's decision to bounce vs purchase
- Recommendation: run this test again, but try different points friction
