<b>"Trust badges increase conversions." [DEPENDS]</b>
They spread because security seals on checkout pages once lifted sales when SSL was new and shoppers were nervous about typing card numbers anywhere.
The boring truth: badges only help when trust is the actual blocker. On a low-risk newsletter signup, a fistful of security seals can <i>plant</i> a fear that wasn't there — priming the visitor to wonder what could go wrong. Researchers call it the introduction of doubt.
A badge answers an objection. If the objection doesn't exist, you just raised it.
What the advice skipped: match the reassurance to the actual fear at that step. Checkout fears fraud; a signup fears spam. Different badge, or none at all.
Above The Fold Heresy
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<b>"Trust badges increase conversions." [DEPENDS]</b>
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