Testing Trust

JINS boosts conversions by 8.4% testing TrustedSite

• 4 min read
JINS boosts conversions by 8.4% testing TrustedSite

Stylish yet affordable, JINS has become one of the most popular eyewear brands in the world. Established 20 years ago, the company now has over 340 retail stores in Japan and China, and opened its first US store in San Francisco in 2015.

In its US stores, customers can receive their prescription eyewear in just 30 minutes thanks to ultra-fast on-site lens-edging robots. This convenient shopping experience has created a loyal customer base that keeps coming back for more.

But when the coronavirus pandemic hit and stores were forced to close, JINS shifted its focus to the online customer experience. Though products can’t get to customers as quickly, JINS made sure shoppers have all the help and support they need with 24/7 live chat, virtual try-on, and a thorough FAQ center.

As another way of making customers feel comfortable shopping on jins.com, they decided to try adding TrustedSite trustmarks throughout the site. We worked with the JINS team to create an experiment using Google Optimize to measure the impact of the trustmarks on conversions.

Before we implemented trustmarks on the site, JINS earned the following TrustedSite certifications:

By meeting our security and business integrity requirements, they were able to earn the certifications and display 7 TrustedSite trustmarks across the site.

Test Results

Winning Variant vs Control

  • Conversion Rate

    +8.4%

    All Devices
  • Conversion Rate

    +22%

    Mobile
  • Conversion Rate

    +7.9%

    New Visitors

Continue reading to see how the trustmarks appeared on jins.com in this test.

Testing TrustedSite on jins.com

Experiment Overview

Variants

The experiment was run as an A/B test with the following variants. All site traffic was split evenly between the variants.

Control - No trustmarks

In the control version, the site did not display any trustmarks.

Variant 1 (Winner) - 8 TrustedSite placements, Identity Protection trustmark focused

In Variant 1, TrustedSite trustmarks were placed in 8 locations throughout the site. The banner trustmark was displayed on product pages, and the Identity Protection trustmark was placed in the cart and the checkout. All trustmarks were visible to visitors on all devices.

Variant 2 - 8 TrustedSite placements, banner trustmark focused

In Variant 2, TrustedSite trustmarks were placed in 8 locations throughout the site. The banner trustmark was displayed on product pages, the cart, and throughout the checkout. All trustmarks were visible to visitors on all devices.

Variant 3 - 5 TrustedSite placements, Identity Protection trustmark focused

Variant 3 used the same trustmarks in the same locations as Variant 1, but trustmarks were removed from product pages and the login and register pages. All trustmarks were visible to visitors on all devices.

Variant 4 - 5 TrustedSite placements, banner trustmark focused

Variant 4 used the same trustmarks in the same locations as Variant 2, but trustmarks were removed from product pages and the login and register pages. All trustmarks were visible to visitors on all devices.

Winning Placements

Placement 1 - Lower left corner, all pages

The TrustedSite floating trustmark was placed in the lower left corner of every page to show visitors that the site is trustworthy from the moment they arrive. Clicking the trustmark opens the site’s certification modal and gives details about how JINS earned its TrustedSite certifications.

Placement 2 - Footer

Consumers look at a site’s footer to find information about the business, so it’s an important place to include trust signals. JINS includes links to their social media profiles, privacy and security policies, and terms of use in their site footer. For this test, our Certified Secure trustmark was placed below the email newsletter form to reassure visitors that they’re shopping on a safe site that’s free of malware.

Placement 3 & 4 - Sign in & create an account

When asked to create an account on an unfamiliar site, 57% of consumers are concerned about personal information staying secure. To show shoppers that their information is encrypted and transmitted securely on jins.com, the Secure Login and Secure Form trustmarks were added to the forms on the sign in and account creation page.

Placement 5 - Product pages

When shoppers are trying to decide if they want to purchase an item, many thoughts come to mind. In addition to thinking about the customizations they want for their pair of glasses, JINS customers may be thinking about whether the purchase fits their budget, if the quality will meet their expectations, and how fast will they be delivered. We placed the TrustedSite banner trustmark on all product pages to address several of these concerns at once.

Placement 6 - Shopping cart page

The shopping cart is often a big point of friction for shoppers. At this point, they are seriously considering whether they will complete their purchase. To encourage customers to move on to the checkout, the Identity Protection trustmark was placed on this page. This trustmark informs customers that they’re covered up to $100,000* in case their personal information is stolen within the next 90 days. *Applies to residents of the United States and Canada, excluding MN, TX & NY.

Placement 7 & 8 - Checkout

To ease concerns about the security of personal and financial details, both common fears that arise in the checkout, two trustmarks were added here.

The TrustedSite Secure Checkout trustmark was placed next to the credit card section so that customers would become aware of it as they are inputting their credit card number. This trustmark is earned with the Data Protection certification, which shows that the site safely encrypts customer data with SSL during the checkout.

The Identity Protection trustmark was also placed in the checkout underneath the grand total to service as a final reminder that their purchase is backed with $100k identity protection.

After the 4 week testing period with 7 TrustedSite trustmarks throughout the site, JINS increased overall conversions by 8.4%, mobile conversions increased 22%, and new visitors converted 7.9% more. With increased trust on the site, JINS can enjoy increased revenue for their business.

To see how other sites build visitor trust and boost sales with TrustedSite, check out our Testing Trust series.