Our AB test repositioned three key trust elements - customer reviews, support chat, and shipping information based on findings from other similar tests. The results were great:
When selling high-ticket security equipment online, trust is very important. Our analysis revealed that while the client had strong trust elements (customer reviews, live chat, free shipping), they were hidden below the fold, inconsistently placed across pages, and not visible during critical decision moments. The impact? Potential customers weren't seeing these confidence-building elements when they needed them most.
Our strategy focused on making trust signals impossible to miss during critical decision points. We analyzed user behavior patterns and identified three key trust elements that needed optimization for maximum impact. Key implementation elements included a persistent floating Google reviews badge that followed users through their journey, strategic placement of the live chat widget for immediate support access, and consistent visibility of free shipping information across all pages.
The data tells the story:
| Metric | Control | Variation | Lift |
|---|---|---|---|
| Users | 24,646 | 24,434 | - |
| Conversion Rate | 0.06% | 0.14% | 133.3% |
| Revenue | - | - | 36.7% |
Let's talk about these numbers for a moment. A 133% conversion rate increase and 36.7% revenue lift are impressive results that validated our trust-first approach. However, we always recommend taking test period results with a grain of salt.
Could we get more precise long-term estimates? Sure – but it would mean running the test longer, delaying the rollout of a proven winner. With such strong statistical significance (p-value < 0.002) and a conservative lift estimate of 103%, we felt confident recommending immediate implementation. After all, the opportunity cost of waiting usually outweighs the benefit of more precise numbers.
Persistent trust signaling built confidence, as users who saw consistent trust signals throughout their journey were more likely to complete high-value purchases.
Accessibility drives engagement, with the optimized chat widget position leading to increased support interactions, helping customers get answers exactly when they needed them. Finally, value proposition visibility matters, as keeping free shipping information consistently visible reinforced value throughout the purchase journey.
Are your trust signals working hard enough? We'd love to analyze your site and find your next big win. Book a call with our CRO team today.
Appendix: Test Parameters and Statistical Analysis
Test Parameters
| Parameter | Setting |
|---|---|
| Device targeting | Desktop only |
| Browser targeting | All major browsers |
| User segments | All desktop traffic |
| Page scope | Site-wide implementation |
Statistical Analysis
| Metric | Value |
|---|---|
| Confidence level | 99% |
| Z-score | 2.91 |
| P-value | 0.0017893 |
| Conservative lift estimate | 103% |
| Sample size | 49,080 |
| Participation rate | ~50% |
Field Notes
