Our A/B test identified the optimal trust badge combination for digital purchases. Adding Norton badges alongside existing security indicators increased conversion rate by 12.2%, grew transactions by 14.3%, and improved total revenue by 16.6% during the test period.
Our client faced a common e-commerce challenge: convincing users to make high-value purchases of digital products. Despite having McAfee trust badges in place, analytics showed potential for strengthening security signals throughout the purchase journey.
After analyzing user behavior patterns, we identified two strategic variations for testing:
Our hypothesis was simple: by adjusting the placement and combination of trust signals, we could enhance user confidence without disrupting the purchase flow.
We launched a AB test across the entire site with equal traffic distribution between variations.
Let's break down the numbers:
| Metric | Control | Variation 2 | Lift |
|---|---|---|---|
| Users | 1,724 | 1,756 | - |
| Transactions | 84 | 96 | 14.3% |
| Conversion Rate | 4.87% | 5.47% | 12.2% |
| Revenue Lift | - | - | 16.6% |
The winning variation proved that strategic placement of multiple trust badges directly impacts purchase confidence. Our results confirmed that reducing purchase anxiety through recognized security signals is particularly effective for high-value digital products, where customer trust is essential to completing transactions.
Ready to optimize your trust signals? Let's discuss how we can apply these insights to your business.
Appendix: Detailed Test Parameters and Statistical Analysis
Test Parameters
| Parameter | Detail |
|---|---|
| Device targeting | Desktop and mobile devices |
| Browser targeting | All modern browsers (IE 11+) |
| User segments | All visitors |
| Page scope | Global site implementation |
Statistical Analysis
| Metric | Value |
|---|---|
| Confidence level | 95% |
| Sample size | 3,480 users |
| Z-score | 1.97 |
| P-value | 0.049 |
| Conservative lift estimate | 12.2% |
Field Notes
