Experiments

SECURITY ICON PLACEMENT

Security Icon Placement

The Experiment in Action

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.

CONTROL – MOBILE

Security Icon Placement - Control

TREATMENT – MOBILE

Security Icon Placement - Treatment

Security Icon Placement Experiment

How It Works

How It Works

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.
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Why We Are Testing 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.

Results: Security Icon Placement Experiment

Average performance numbers are based on results from July 24, 2018 to September 15, 2019 from 57 merchant sites.

Average Experiment Results So Far*

Device TypeAverage LiftTotal Visitors
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
TreatmentControl
Device Type: MobileMobile
+2.06%+0.56%+1.41%7,781,5897,705,309
Device Type: DesktopDesktop
+0.25%+0.57%-0.25%4,705,0544,622,689
Device Type: TabletTablet
+2.04%+0.18%+2.12%643,852639,263

Results: Security Icon Placement Experiment

Average performance numbers are based on results from July 24, 2018 to September 15, 2019 from 57 merchant sites.

Average Experiment Results So Far*

Device Type: MobileMobile
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+2.06%+0.56%+1.41%

Total Visitors: Treatment: 7,781,589 | Control: 7,705,309

Device Type: DesktopDesktop
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+0.25%+0.57%-0.25%

Total Visitors: Treatment: 4,705,054 | Control: 4,622,689

Device Type: TabletTablet
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+2.04%+0.18%+2.12%

Total Visitors: Treatment: 643,852 | Control: 639,263

Distribution of Average RPV Lift for All Traffic

Distribution of Average RPV Lift - Security Icon Placement

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 for all participating merchants and are not guaranteed for all users.

Data Analysis: Security Icon Placement Experiment

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 greater positive impact on the RPV of mobile sales this quarter (+2.06% RPV). The Security Icon also generated an increase in the Average Order Value across both mobile and tablet sales; 1.41% and 2.12%, respectively.*

*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

What It Means

The presence of the Security Icon had a significantly positive impact on mobile and desktop sales in the early days of this experiment. While performance declined in the previous quarter, the results appear to be stabilizing this quarter. 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. Be sure to compare the impact of the icon’s presence on mobile, desktop, and tablet-based sales.

Who Should Try It

Given the widespread consumer concern of online security, the Security Icon experiment is ideal for all merchants selling online.

Who Should Try It

Given the widespread consumer concern of online security, the Security Icon experiment is ideal for all merchants selling online.

Interested in Learning More?

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