Enhancing Trust And Urgency Increases Conversions By Over 12%

Enhancing Trust And Urgency Increases

Conversions By Over 12%

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Our Founders

Khalid SalehCEO

A recognized expert of marketing strategy, Khalid has been a frequent guest in key

media outlets, including CNN, BBC, SKY, France 24, MSNBC, New York Times,

National Public Radio, and more. He is an in-demand speaker who has presented at

marketing conferences across the globe.

Ayat ShukairyCo-founder, Managing Partner

400+ conversion optimization projects, She has worked with some of the world top

brands such as, 3M, O’Reilly, the Special Olympics, Discovery, helping them increase

online revenue by creating successful marketing campaigns.

Started as a kiosk in CA; and has grown

to be the undisputed leader of quality

cell phone accessories at discounted

prices

Problem:

1. High Cart Abandonment rates.

2. Visitors did not proceed to the Checkout and instead navigated to

other pages on the website.

Cell Phone Accessories Website Cart Page

Adding elements to

enhance trust and

incentives will increase

buyer momentum thus

increasing conversion

The control:

• Top Navigation

• Trust Icons

• Buy Safe

• Two Sets of Credibility

Indicators

The Control

Variation 1:

• Removed Top Nav

• Removed Buy Safe

• Added a Banner “Free

Shipping + 90-Day

Hassle Free Guarantee

• Kept Credibility

Indicators in One Place

Variation 1

Variation 2

Variation 2:

• Removed Buy Safe

• Top Nav Still in Place

• Added Banner “Free

Shipping + 90-Day

Hassle Free Guarantee

• Credibility Indicators

Near CTA And in One

Place

Variation 3

Variation 3:

• Removed Buy Safe

• Top Nav Still In Place

• Added Banner “Free

Shipping + 90-Day

Hassle Free Guarantee

• Assurance Center Added

in The Right Nav

Side By Side Look

1 2 3

Audience Question:

Which design generated the most sales?

0

The Winner

1

Increase

in Website

Conversion

12%

The Results

12% Increase in overall website conversion rate

Variation Conversion Rate Uplift Confidence

Original 48.2% - -

Variation 1 54.1% 12% 93.1%

Variation 2 49.9% 4% 75.4%

Variation 3 50.3% 4% 70%

Digging Deeper

The cart page is a point in which Buyer Momentum is high. Cart

Abandonment is many times due to the fact that anxieties that surface

right before a purchase aren’t immediately mitigated.

Three methods which contribute directly to Cart Page Abandonment

reduction and keep Buyer Momentum high:

1. Increasing page scent through de-cluttering;

2. Increasing Trust, Value, and Urgency on the page through contributing

elements and language;

3. Mitigating FUDs through a stepped process.

• Top Nav is adding to the

clutter, bounce around and de-

funnelization of the visitor;

• Although credibility indicators

are present twice on the page,

their over are contributing to

increased anxieties (what are

you hiding??)

The Control

• De-cluttering and removing

outlets from a critical point in

the conversion process is key.

• Reducing credibility icons to

strategic locations and

removing unnecessary ones

only enhances trust.

• Adding a banner which offers

urgency through incentivizing

the offer and still maintain the

value and trust is important.

Variation 1

0%

25%

50%

75%

100%

125%

Help pages Homepage Category pages Product page Cart Checkout

Conversion Rate Correlation Factor

1. The Conversion Correlation Factor on a cart or checkout page is very high.

2. Buyer Momentum is high at a cart page, however Visitor Anxieties are

equally high.

3. Sometimes what we may perceive as elements that add trust and confidence

actually only increase anxieties.

4. The placement of credibility icons is key to increased conversion.

Key Terms

1. Increasing page scent through de-cluttering:

1. Remove obstructing elements;

2. Reduce number of buttons;

3. Offer a clear path to the next step;

4. Consider removing exit points.

Increasing Buyer Momentum in The Cart

Problem:

1. Cart Abandonment was unusually high;

2. Page had many competing elements.

Tile E-commerce Store Cart Page

The control:

• Banner looked like 2

buttons

• The CTAs were in very

close proximity to each

other

• The page was very busy

The Control

Variation 1:

• Solidified the checkout

buttons to a single clear

button.

• Added a banner

Variation 1

The Winner

Increase

in Website

Conversion

10.6%

The Results

10.6% Increase in overall website conversion rate

Variation Conversion Rate Uplift Confidence

Original 4.06% - -

Variation 1 4.50% 10.6% 90.00%

Increasing Buyer Momentum in The Cart

1. Increasing page scent through de-cluttering.

2. Increasing Trust, Value, and Urgency on the page through contributing

elements and language

1. Messaging through banners;

2. More assurances through credibility icons;

3. Social Proof.

Not this, but that

Not this, but that

Increasing Buyer Momentum in The Cart

1. Increasing page scent through de-cluttering.

2. Increasing Trust, Value, and Urgency on the page through contributing

elements and language.

3. Mitigating FUDs through a stepped process

1. Clearly defined steps;

2. Visual progress indicators.

Not this,

but that

Not this, but that

1. The Conversion Correlation Factor on a cart or checkout page is very high

2. Buyer Momentum is high at a cart page, however Visitor Anxieties are equally high.

3. Sometimes what we may perceive as elements that add trust and confidence actually only increase anxieties.

4. The placement of credibility icons is key to increased conversion.

5. The cart page is a point in which Buyer Momentum is high. Cart Abandonment is many times due to the fact

that anxieties that surface right before a purchase aren’t immediately mitigated.

6. 3 methods which contribute directly to Cart Page Abandonment reduction and keep Buyer Momentum high:

1. Increasing page scent through de-cluttering;

2. Increasing Trust, Value, and Urgency on the page through contributing elements and language;

3. Mitigating FUDs through a stepped process.

Summary

More information

Amazon.com

Live Optimization