In November 2018, I worked on Brilliant TV, a subscription media company run by a Christian influencer. I increased conversions on the site by 61% over a two week period.
The customers were dropping off at the checkout page, presumably because they were suspicious about giving away their credit card information.
One way to solve this was helping customers feel like they were purchasing from a person, not a system. I also know that shoppers feel safer when they are in a crowd, so I used this to my advantage.
I added a “Trust Box” to the checkout page. This box contained the face of the influencer, as well as a list of recent purchasers (First Name, last initial, and State).
Before
After
I set the trust box up as a test for a few thousand people over a two week period, earning 78% more subscriptions than the previous version. In dollars, that looked like 65.8% MORE profit.
Tools I used:
- HTML
- CSS
- VHX
- Google Optimize
- Google Tag Manager