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​The TrustBox Optimizer - FAQ

Our TrustBox Optimizer tracks the performance of your TrustBox widgets. This article answers frequently asked questions about our optimization tool including conversion insights, tracking, results analysis, and risk assessment.

How do we generate conversion insights?

After you implement your TrustBox and our conversion tracking script on your website, we combine the impression and conversion events to analyze how customer reviews impact your conversion rate and revenue.

By applying the principles of A/B split testing, we compare and derive insights from:

  • How does your website perform with TrustBoxes? By default, your visitors are divided so an equal percentage of them only see one of your TrustBox variations. If you want to test the impact of having a TrustBox versus not having one, simply make one variation an invisible TrustBox. You can test up to two TrustBoxes at a time and you can always include the invisible one.
  • How do two different TrustBox variations perform and which one has the highest impact on conversion? By default, we show one variation at a time to half of your visitors (50/50 split).

Tip: Keep an even visibility split between the tested variations to get faster and easier-to-compare results.

What is a conversion? What kind of conversions can I track?

A conversion occurs when a website visitor completes a desired goal, such as filling out a form or making a purchase. Pick a conversion point that is most relevant for your business and that you believe a TrustBox could influence.

With the conversion code in place, we track the following:

  1. Any type of conversion, e.g., completed purchases, trial sign-ups, etc.
  2. Revenue, e.g., order total, basket size, etc.

Note: Track only one conversion point at a time.

Which TrustBox should I choose?

Finding the best TrustBox for your website depends on layout and the typical user journey.

Your reviews and TrustScore are only valuable if consumers can actually see them — this is essential for social proof. We recommend placing your TrustBox above the fold or generally close to key decision points.

Tip: Try out variations and keep experimenting to get optimal results.

On which pages should I put a TrustBox?

When selecting where to place a TrustBox, consider the user journey. Experiment with different variations based on:

  • Which landing pages get the most traffic?
  • What types of users do you drive to your website and what are the biggest difficulties in convincing them to buy from you?
  • Where in the conversion funnel do you see the biggest drop off rates?
  • What are the key decision points?

Tip: Try out variations and keep experimenting to get optimal results.

How long does it take to get conversion insights?

We'll start collecting data when you implement the TrustBox and the conversion code on your website.

We'll start showing detailed statistics once we've collected enough data to produce an accurate report. As a minimum, 200 people need to see any of the variations in the test. And each variation needs at least 10 conversions, e.g., a purchase. That means you shouldn't expect to see a detailed report in the first week of testing or if the traffic on your page is low.

Once we've collected enough data, we'll show daily reports with your test results. The daily report is based on all the data we've collected since the beginning of the test. We don’t recommend extending a test period beyond 8 weeks.

Tip: Test on high-traffic pages so you can get more accurate results faster.

What if I don’t get the expected results?

All results are good because they expand your knowledge of your website and your customers. Try out variations and run multiple tests (one at a time) with one or more TrustBoxes to find the solution with the highest impact.

Check out our Optimizer best practices & tips and some test scenarios.

Tip: Combine conversion insights data with user research to get a deeper understanding of your customers’ behaviors and optimize your online business.

What is 'Chance to win'?

Chance to win represents the probability of the tested variation outperforming the other variations in the test. This is a table that sums up the different percentages in three main groups:

Chance to win What does it mean? Risk assessment
ca. 50-60%

The tested variations are very similar.

Example and recommendations

Neither win, nor lose
> 70%

There is a high chance that this variation will outperform other variations in the test over time.

Example and recommendations
Safe
> 90%

There is a very high chance that this TrustBox variation will outperform other variations in the test over time. This variation can be declared a winner.

Example and recommendations
Very Safe

You can read more about Chance to win here: Understanding your Conversion Optimization Test Results.

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