[User Research] Leveraging Trust Signals for Funnel Conversion

Sometimes a small change can make a significant difference. The homepage, serving as the primary entry point, featured a modern, effective "Trust Bar" (featuring awards, ratings, etc.) that had already proven its value. We had the old enrollment funnel, Trust Bar. However, this element was outdated. This inconsistency affected subsequent steps in the enrollment funnel. This abrupt change in the visual environment and the lack of continued reassurance created unnecessary friction for users transitioning from the quote phase to the transactional phase.

Project Details

1. Test Goal

• Strategy: By implementing the home page Trust Bar in the funnel, we will synchronize the homepage and the funnel, reducing friction.
• Goal: Increase the overall conversion rate (enrollments) by providing visual consistency and sustained trust signals throughout the critical sign-up journey.

2. Design & Strategy

The strategy was straightforward: applying a previously successful design solution to a new, higher-stakes context.

• Design Rationale: The core problem was a break in the user's mental model and a momentary lapse in reassurance. By embedding the identical Trust Bar that they just saw on the homepage, we signaled to the user that they were still in the right place and that the organization's credibility remained high. This minimized cognitive load and boosted confidence.
• Design Action: Implementing the high-performing Trust Bar element directly into the conversion funnel template.

3. Key Results & Impact

The test confirmed that maintaining visual and psychological consistency is a powerful driver of high-value conversions.

• Key Insight: Uniformity between the homepage and the funnel drives conversions. Implementing the established design creates a seamless experience, reduces friction, increases user trust, and delivers a significant uplift in sign-ups.
• Business Impact: The successful test yielded a significant increase in the enrollment rate, projecting an additional 937 enrollments annually.

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