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!
