Hero Block: No Visible Badges vs. Visible Badges

The Losing Block

The Winning Block

 

 

Hypothesis:

 

Adding trust badges (ie: Angie's List Awards) to the hero section of your website will increase trust, and thus, improve your website's conversion rate.

 

 

Result:

 

Our tests indicated the opposite result — the control version without the trust badges above the fold converted every-so-slightly higher than our experiment at 0.2%.

 

 

Action Step:

 

Don't be convinced that your trust badges are enough to build trust. Leverage your reviews, write strong copy, and apply the other fundamentals of a lead-generation website for the best possible conversion rate!

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