Adding trust badges on website forms can help marketers amplify conversion rates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 25, 2020, 5:31 PM UTC

Companies can improve their conversions by around 42% by simply adding a trust seal, like “Norton secured”.

Forms, such as contact forms, email signups and payment pages, are crucial for businesses of all types and industries. Companies can build trust with their audiences to engage them and enhance the form completion rates by adding elements like customer testimonials and on-site reviews.

Brands can also show the trustworthiness of their forms with a trust badge. Adding a trust badge – symbols approved by the audiences – can significantly affect the forms’ click-through rates.

Marketers should also remove unnecessary fields, as most people abandon forms because of unnecessary questions and length. Limiting the fields to consumer name, email address and an optional question for segmenting and personalisation can boost email signups by nearly 11%.  

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