Testing trust signals to increase Add to basket conversion rate

Product Designer (Growth) | 3 weeks
Tools used | Kameleoon, Fullstory, Tableau

Driving Add-to-Basket growth by 15% through strategic USP messaging across 5 markets.

Background

Buying used camera gear online requires trust that new equipment purchases don't. Shoppers can't physically inspect items, so uncertainty about quality and value can stall decisions at the point of browsing.

Following a successful sell-side contentful tile test, we saw an opportunity to test whether surfacing buy-side USPs on the search results page could reduce that hesitation and improve conversion.

The goal

Increase Add to Basket rate across all markets, with a secondary goal of increasing purchases in GBP, USD, and EUR.

The hypothesis

We believed that surfacing specific buy-side USPs on the search results page would reduce hesitation and positively affect Add to Basket and purchase conversion rates across all markets.

What we tested

We tested three USP-led messages against a control on the search results page across five markets.

Control: We photograph every item so all products shown are the exact products you receive
Variant 1: Every item is MPB approved and thoroughly checked by our team of product specialists
On average, used kit from MPB costs a third less than new
All our packaging is plastic free

The results

The experiment ran for 4 weeks across the EU, US, UK & FR market

Variant 1 lifted Add to Basket rate in DE from 4.86% to 5.60%, a 15.16% improvement at 99% statistical significance. The effect was stronger for new visitors (+24.67%) than returning visitors (+10.85%), suggesting the message was particularly effective at building trust with first-time buyers.

Variant 3 drove purchase uplifts in the US (+9.95% at 96% statistical significance) and FR (+18.08% at 91% reliability). However, it also negatively affected Add to Basket rate in EU, which required further consideration before rollout.

Trust signals test variant showing USPs on search results