# McAfee Secured and other trust badges: +6% sales conversions

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Trust badges & security seals
- Date shared: 2018-10
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/ab-testing-ecommerce-store-build-trust-increase-conversion-rate/
- Page: https://liftarchive.com/test/cf-mcafee-security-trust-elements/

Adding security trust elements, including a McAfee Secured badge, raised sales conversions by 6% and revenue per visitor by 15%. Conversion Fanatics ran this A/B test for an anonymized high-volume ecommerce store and shared it on its blog in 2018.

## Result

**+6% sales conversions**

- Sales conversion rate: +6%. Conversion Fanatics notes that on a high-volume store, a small rise adds up to a lot of revenue.
- Revenue per visitor: +15%, a bigger lift than conversions alone, which suggests larger orders too.
- Sample size, test length and confidence level were not shared.

## Control

The site showed no security trust elements.

## Variant

Trust elements were added, including a McAfee Secured badge, to reassure shoppers that their payment details were safe.

## Why it likely won (our reading)

- Some shoppers still worry their card details could be stolen, and a known security brand eases that worry.
- A recognizable third-party name can carry more weight than a store's own claims about safety.
- Extra reassurance may have made shoppers more comfortable placing bigger orders, which would explain the revenue per visitor gain.

## Caveats

The source is a short 2018 video transcript that does not say where the badges appeared, which other trust elements were added or how big the sample was. Shopper attitudes to security badges may have changed since then.

## How to run this test

- Hypothesis: If we show a recognized security badge where shoppers enter or decide to share payment details, then more will complete purchases because they feel their information is safe.
- Primary metric: Sales conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Checkout abandonment rate
- Guardrail: Page load speed
- Who should test it: Lesser-known stores, or those selling higher-priced items, where buyers may not yet trust the site. Well-known brands may see little change, since shoppers already trust them.

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Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cf-mcafee-security-trust-elements/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.