A/B testing

+ 6,8 %: Conversions are a shop’s best friend

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„We tested the effect of the Trustbadgeand the result was just great!I’m totally convinced of the impact of thetrustmark and the review system.That’s why we show the Trustbadge on allpages of our online shops.”Elles van Leeuwen, E-Commerce Manager at Lucardi

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Lucardi is one of the best-known jewellers in the Netherlands with branches all over the country.

What customers really appreciate is the clear and customer-friendly approach characterising Lucardi’s shops. Indeed, jewellery and watches are displayed in such a way that they can be touched and tried on freely. Moreover, an expert is always at the customers’ disposal to advise them properly.

Lucardi’s goal was to take this positive real-life experience and recreate it on their website as well. For this reason, Lucardi has integrated the Trustbadge® including the trustmark and customer reviews into its online shop. The trustmark instils a sense of security to the online shop’s visitors and reviews show them how satisfied other customers were with Lucardi’s service and products – at first sight and on every page.

The impact of the Trustbadge on conversions was tested on the online shop during normal oper-ation by means of A/B testing.

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The review systemThe Trusted Shops review system provides Lucardi with customer feedback in real time: via the review form, customers are asked about their experience with customer service, goods, and delivery. The Trusted Shops review system is particularly useful to evaluate and, if necessary, improve the quality of a shop’s customer service.

The trustmarkThe trustmark can be found throughout the online shop. Indeed, thanks to its presence in the Trustbadge, the trustmark accompanies the whole customer journey – from the first browsing session through to check-out. This means that customers always have this sign of security in front of their eyes at every important touchpoint and are encouraged to placetheir trust in both the shop and its customer service.

The money-back guaranteeThe Trusted Shops trustmark also includes the money-back guarantee. Customers know that they can shop with no financial risk – even if problems arise in case of return or loss during transport.

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The TrustbadgeThe Trustbadge® combines form and function. It shows the trust elements prominently on each page of the online shop and serves as a control centre offering Lucardi’s customers the money-back guarantee and sending them review requests at the right moment.

While paying a visit to the online shop, customers can click on the Trustbadge at any time for the Trustcard to open up. In the Trustcard, they find information on the Trusted Shops audit and the services connected to it.

Indeed, when customers are asked to enter personal information, such as address or payment data, it is more important than ever to show that Lucardi fulfils all quality and security standards and that previous customers had a positive experience with the shop.

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The Trustbadge A/B test Lucardi commissioned the e-commerce provider, ISM eCompany, to quantify the impact of the Trustbadge, including the trustmark and reviews, on the conversion rate.

ISM eCompany has been the go-to partner for detailed analyses and success-oriented strategies in e-commerce for 25 years.

Result RecommendationThe result shows a significant increase in transactions if the Trustbadge is displayed. The trust-mark and the reviews have led to a significant increase, especially with regard to new shop visitors or visitors who tend to be insecure, as well as for purchases with a shopping basket of more than €50.

Increase in transactions by buyer groups:

+ 17 %Shopping basket above €50:

+ 6,8 %in total

+ 11 %New visitors:

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“In the framework of an A/B test, we could observe a significant increase in conversions by 6.8% with the

Trustbadge.

We therefore recommend that the Trustbadge be displayed throughout the online shop.”

Wouter Wensing, Team Lead Conversion & Webanalytics ISM eCompany

+49 221 77536-7599

Trusted Shops is the European trust brand in e-commerce.

© 2017 TRUSTED SHOPS GmbH • Subbelrather Str. 15c, 50823 Köln • Alle Rechte vorbehalten.

Do you have further questions on the Trusted Shops trust solutions?The Trusted Shops team will be happy to advise you.

sales@trustedshops.com

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