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Our TrustBox Optimizer tracks the performance of your TrustBoxes. This article answers frequently asked questions about our optimization tool, including conversion insights, tracking, results analysis, and risk assessment.
Every test you conduct using the TrustBox Optimizer is an opportunity to learn about what does or doesn’t work for your business. There are no bad test results. It’s all about continuously optimizing until you find the most effective solution for you.
Here are some tips and things to consider to help you obtain the most valuable results, so you can utilize all the benefits of your TrustBoxes:
Test duration and accuracy
- Aim to have 1,000 visitors per variation before you take action. The longer you run the test and the more data is collected, the more accurate the result will be.
- Don’t stop the test too early. We suggest running the test for at least 2-3 full weeks.
- Don’t run the test too long. Running a test for longer than eight weeks introduces too much seasonality - make a decision based on the data collected and plan a follow-up test.
- Avoid introducing changes on your site or changing how you drive traffic to your site while you are running a split test. This may affect the test results.
Do you have other TrustBoxes on your site?
Remember that you’re testing the effect of a specific TrustBox on your page. If you have other TrustBoxes on the same page or elsewhere on your site, they’ll also influence visitors throughout their customer journey.
Where did you place your TrustBox?
TrustBoxes are sometimes placed in a position where they don’t attract any attention. Showing your reviews more prominently on the page can have a much bigger impact than if you have a small TrustBox in the footer.
If TrustBoxes directly compete with a key CTA or conversion driver, they might end up reducing conversions rather than improving them. For example, if you replace a key page module like “recently viewed” with reviews, you could end up decreasing conversions. Position your TrustBox in a location where it's both visible and complements (rather than distracts from) a CTA or conversion driver.
New vs. returning visitors
Showing reviews on key landing pages where your new traffic comes from, gives new visitors a good reason to continue their customer journey, rather than drop off.
Returning visitors already know you and don’t need to be convinced in the way new customers would be, but they can be your brand advocates. Try to get them to review your business by using a TrustBox that collects reviews.
Page speed influence
It’s always good to aim for fast page load time. In addition to helping your SEO and user experience, it prevents potential complications around your Conversion Optimization Test. By default, our TrustBoxes wait for your web page to load before they are shown. A slow web page results in visitors not seeing the TrustBox before making a decision.
This is especially important when the page where you are testing the TrustBox requires a user action (such as signing in). Make sure that the page loads quickly enough to ensure the user actually sees the TrustBox before leaving the page.
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 by considering:
- How does your website perform with TrustBoxes? By default, your visitors are divided so that an equal percentage of them see only one of your TrustBox variations. If you want to test the impact of having a TrustBox versus not having one, make one variation an invisible TrustBox.
- 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 and 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:
- Any type of conversion, such as completed purchases or trial sign-ups.
- Revenue – for example: order totals or basket size
Note: Track only one conversion point at a time.
Which TrustBox should I choose?
Finding the best TrustBox for your website depends on the website's layout and the typical user journey. Try out variations and keep experimenting to get optimal results.
Where should I put a TrustBox?
When you consider 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?
How long does it take to get conversion insights?
We start collecting data when you implement the TrustBox and the conversion code on your website.
You’ll get a detailed report about test performance 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, such as a purchase. This means that 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 enough data has been collected, you'll be able to access daily reports of your test results. The daily report is based on all the data collected since the beginning of the test.
Tip: Test on high-traffic pages so you can get more accurate results faster.
What does "Chance to win" mean?
Chance to win represents the probability of the tested variation outperforming the other variations in the test. You can read more about it here.
What if I don’t get the expected results?
All results are useful, even if they're not what you expected, they can be used to expand your knowledge and understanding of your customers. Try out different variations and run multiple tests (one at a time) with different TrustBoxes to find the solution that gives you the highest impact.