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A lover of the written word, I plan to be the planet's first sit-down comedian. When I am not rethinking a misplaced comma, I write about conversion optimization and website usability. You can follow me @mohitanagpal

Comments (11)

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  1. I think there is another psychological trigger present here, and on an page that mentions privacy. It takes the user’s mind off their purpose of diabetes solutions and reminds them about their email inbox, where most people feel like they get too many emails already. And one more list sign up, no matter how private or trustworthy, will only add the daily stress of inbox overload and they must then decide whether the offer is worth it.

    So yes, it’s a distraction away from the main CTA/goal and in an instant it gives them pause and hesitation and probably triggers guilt of all the unread emails. We know choices can cause indecision. When you remove the mention of privacy it keeps the user focused on the solutions they seek and they compete the simple form.

  2. Another factor could be that “We respect your privacy” is so vague and unqualified (i.e., it doesn’t continue, “…and will never share your email address”) that it raises red flags.

    It undermines the verisimilitude of the page’s other claims (which are kind of dodgy to begin with).

  3. Hi there Mohita,

    I found your article on Twitter and was a little disappointed to find only one split that led to the negative results. The author of the test should have tried to undo that fear and see if he could improve the results.

    I’ve written about a similar test here a while back that shows how important the wording is and that a privacy policy or statement can increase conversions 🙂

  4. It would be interesting to see how a few differently phrased privacy policies would perform. But I think you’re right that the privacy text introduced fear. Great point!

    Excellent post and insights, Mohita.


  5. @Rob
    Completely agree with on how the guilt of unread mails might have acted as a deterrent. Thanks!

  6. @Jon
    Agreed. They could have worded the privacy policy a little differently. Adding some kind of trust sign might have helped as well.

  7. @Darren
    Glad you found the post useful. Do you want to suggest any variations of the privacy text?

  8. @Simon
    You make an interesting point. I have asked Martin to jump in the conversation. May be you could suggest some more test ideas around the privacy policy.

  9. Well maybe a pointer to you following the legal obligations, you are protecting the user’s privacy according to the procedures outlined in the policy.

    I feel like the test copy just sounds so amateurish that it will change people’s minds to the worse.

  10. That Privacy Policy sentence do affect conversion.
    (Had the same experiences with it)

    And i agree with Mr Martin Malmberg’s conclusions on the Test.

    Try to put yourself in the reader’s position, doesn’t the Privacy Policy scares you?

    Doesn’t it makes you wonder whether can you trust the page owner with the privacy?

    My current practice is to put the privacy policy link/statement somewhere else, not in the form area.

  11. A test succeeded, a copy like:

    We guarantee 100 privacy. Your information will not be shared.

    The author just tell us the “failed” copy, but I do hope he could provide us more with another different copy words.

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