Hypothesis
The presence of a Security Icon will ease consumer concerns over the security of a site and make them more likely to complete their purchase.
THE RESULTS SO FAR*
RESULTS DISTRIBUTION
*These results reflect the average findings of all participating merchants and are not guaranteed for all users.
What We Are Doing
We created a Security Icon that can be added to the checkout process to show shoppers that the site they’re using follows stringent encryption security measures.
Why We Are Doing It
Security is a top concern for online shoppers — particularly when it comes to sharing their personal details and financial information in the checkout process.
THE EXPERIMENT IN ACTION
CONTROL
TREATMENT
ANALYSIS OF DATA
The following outlines our findings for the Security Icon experiment as applied to both mobile and desktop shopping experiences.
Revenue Per Visitor
The presence of the Security Icon had a marginal positive impact on the RPV of mobile desktop sales. The Security Icon also generated an increase in the Average Order Value across both mobile and desktop sales with tablet sales seeing the largest increase (1.85%).*
*These results reflect the average findings of all participating merchants and are not guaranteed for all users.
BACKGROUND
Security remains a top concern among online shoppers. According to a recent Gemalto survey, those concerns are especially high with relation to shopping on a mobile device with some 90% of consumers citing a lack of confidence in the security of their mobile devices.
“90% of consumers lack confidence in the security of IoT devices.” – Gemalto
What It Means
The presence of the icon had a significantly positive impact on mobile and desktop sales in the early days of this experiment. While performance is still positive today, the numbers have declined this quarter. This could be attributed to new merchants’ verticals, geography, or size. Signs still indicate that the presence of the Security Icon increases shopper confidence when buying from a mobile device, but more research is required to analyze what other factors could be influencing the decline in performance over time.
Things to Consider
Experiment with the presence of the Security Icon to see if it increases checkout completions for your brand. Also compare the impact of the icon’s presence on mobile and desktop based sales.
WHO SHOULD USE IT
Given the widespread consumer concern of online security, the Security Icon experiment is ideal for all merchants selling online.
COLLABORATE WITH US
Share your experience and give feedback on the test.