With the padlock icon locked in as the big winner.
While the answer may not be that surprising, the results certainly are! Read on to learn more. . .
Tillison Consulting, a UK-based digital marketing agency ran this insightful icon study for one of their eCommerce retail clients.
Research confirms what most marketers already know: trust and credibility are cornerstones of conversions.
And the checkout page is a key place to establish trust. Even more so, the "checkout" Call To Action (CTA) button is a crucial conversion point.
It must contain the right wording, color, size, placement, and other trust elements to entice the user to click -- and convert.
Hoping to increase users' sense of trust on the checkout page, the testing team wondered if adding wording and imagery that conveyed security would help bolster checkout conversions.
The approach was simple: change the word "Checkout" to "Secure Checkout."
And, secondly, see if adding a padlock icon after the button copy would have any conversion impact.
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