Rossignol has been the industry standard for cold-weather outdoor gear and clothing for over 100 years. For those who ski, snowboard or even bike, Rossignol offers luxury products to help keep you warm and comfortable while doing what you love most.
Rossignol’s checkout process is as smooth as those slopes in the Alps. Yet, is the checkout process missing critical elements that could increase website conversions? We could test that.
The Opportunity: Missing Trust Badges Could Cause Customers to Bounce
Consumers are shopping online now more than ever. Yet, despite the rise in online spending, trust is harder to establish for e-commerce businesses than the traditional brick and mortar. This is due to the lack of face-to-face interaction and social cues.
Currently, Rossignol doesn’t feature trust signals such as site security, credit cards accepted, PayPal and other payment options as visual signals within the checkout flow. These badges are critical to gaining a customer’s trust before making a large purchase.
According to a study completed by TrustedSite, a lack of trust badges indicates fraud to 49% of consumers. This means not featuring trust badges could result in some serious bounce.
The Control
Our Hypothesis: Adding Trust Signals Will Establish Trust Between the Rossignol & Their Consumers
According to BigCommerce, the most common trust issue causing cart abandonment is the concern about business legitimacy. Concerns about the security of credit card information and order fulfillment also top the list.
Trust signals are a way to combat these concerns. They give consumers reasons and information to make comfortable buying decisions. Plus, the more familiar a badge, the more likely consumers are to perceive the website as being secure and trustworthy. Otherwise, consumers will abandon their cart in favor of a retailer they trust more.
The Potential Fix: Add Recognizable Trust Badges Into the Checkout Flow
We would begin our test by simply placing trust badges throughout the checkout flow, particularly in the Review & Payments section. These badges would include payment options, a money-back guarantee (if applicable), Norton Secured, PayPal and more. We would also add a content blurb that highlights the safety of the checkout process.
We hypothesize this change would build trust between the customer and Rossignol. As a result, the change would decrease bounce rates while increasing conversion rates and lifetime value for new and returning customers.
The Variation
What Can Cro Metrics Test for You?
Are you potential customers looking for trust signals on your website? The only way to know is to perform some tests. To learn more about our experimentation and optimization programs, send us a message.