Trust messaging optimization
SUMMARY
Trust messaging and brand recognition can be a powerful lever in a purchase funnel. In this case, we tested how associations with different brand might increase a user’s trust and incentivize purchase.
Existing messaging
The existing trust messaging highlighted our payment processing partner Braintree. This company’s technology is safe and trustworthy, but the brand is not commonly known outside of tech circles.
To be most effective, trust messaging should be so recognizable that it gives the user a quick positive reaction.
RESEARCH
I conducted market research of trust badges and trustworthy brands. Several sources suggested that Braintree’s parent company, PayPal, was one of the most recognizable and trust-worthy brand among consumers. This research was mostly confirmed by internal surveys and ranking exercises with users.
TEST DESIGN
Several versions were explored, including generic messaging, such as “Secure Payment”. In the end, the research most strongly supported using “Secured by PayPal” as the test option.
Results
2.58% lift in conversion across all users
2% lift in conversion across new users
3.05% lift in conversion across existing users (who have the highest average purchase value)
CONCLUSIONS AND NEXT STEPS
Gametime is an upcoming startup that does not have the recognition of larger ticketing companies. Referencing a familiar, long-established company at the time of purchase may have been enough to convince apprehensive customers to put their trust in Gametime.
Interestingly, this test resulted in a greater lift across existing users who had already made a purchase in the app. An early hypothesis is that the previous successful purchase along with the new trust badge worked in complement with each other.