Share this article:
For a high-ticket jewelry brand, shoppers reaching the checkout page are facing the final decision of whether to purchase hundreds to thousands of dollars worth of products. The data highlighted a major friction point: more than 80% of the shoppers who reached the checkout left without completing their order. This experiment tested whether introducing a security badge to the mobile checkout header would reduce the client's hesitation and increase purchase completion.
Hypothesis: Adding a “Secured Checkout” badge to the mobile header will reassure high-intent luxury shoppers that their transaction and payment details are fully protected, driving higher order completion.
What we A/B tested:
The impact:
- +15.1% purchase conversion
- +21.1% revenue per visitor
Takeaways:
- A small trust signal works best right at the moment of hesitation. In high-value checkouts, there is a second layer of friction after deciding to buy an expensive product: needing reassurance that the payment is secure enough to allow such a high charge. Placing a “Secured Checkout” badge in the mobile header delivers instant reassurance right where transaction anxiety peaks, driving a +15.1% lift in conversion.
- Tiny copy changes can make a huge impact when they're sending the correct message in the correct place. You don't always need a massive redesign to move the needle. Adding just two words (“Secured Checkout”) and a lock icon removed enough final-step friction to boost revenue per visitor by +21.1%.
