A/B Testing Idea #196 - Provide reassurance by displaying trust symbols

Tactic_Provide reassurance by displaying trust symbols


Trust symbols are a great and immediately impactful way to reassure your customers by showing that they can make a payment securely.

Even a small factor of uncertainty can disrupt the payment process. Research has shown that people associate negative feelings with the act of spending money and so any reassurance and positive certainty you can convey to your customers will help to increase the likelihood of a payment being completed.


  • Cognitive Dissonance (Festinger, 1957)
  • Pain of Paying (Prelec & Loewenstein, 1998)

The Research

Cognitive Dissonance

We prefer it when all our attitudes and beliefs are held in harmony and, when they aren’t, this produces an uncomfortable and detrimental Cognitive Dissonance.

Pain of Paying

The Pain of Paying explains how the act of paying reduces the pleasure of our purchase and that this “pain of paying” is affected by both the timing between payment and consumption and by the mode of payment.

Browse A/B Testing Ideas bycategories
Browse A/B Testing Ideas bytype of website
Browse A/B Testing Ideas bydefinitions

Oops, you have reached your limit of 1 free tactic per hour

To get unlimited access to our 250+ tactics,
Join our FREE mailing list


Or wait 00:59:59


You have unlocked our library of 250 tactics.
Keep learning or sign up to Convertize.com to start
implementing them directly in your webste.

Convert more Browsers into Buyers, today.

Try for FREE

No credit card required

Amazon S3 Web Services icon
Convertize reviews
Stripe icon
SSL icon