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
TREATMENT – MOBILE
Security Icon Placement Experiment
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 | Average Lift | Total Visitors | |||||
| Revenue per Visit (RPV) | Conversion Rate (CR) | Average Order Value (AOV) | Treatment | Control | |||
| +2.06% | +0.56% | +1.41% | 7,781,589 | 7,705,309 | ||
| +0.25% | +0.57% | -0.25% | 4,705,054 | 4,622,689 | ||
| +2.04% | +0.18% | +2.12% | 643,852 | 639,263 | ||
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*
 | Mobile |
| 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
 | Desktop |
| 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
 | Tablet |
| 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
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
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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