Trust and urgency in Shopify Plus checkout: +16.52% RPV
Test run byKasper DolkMaison Commerce
Commentary byLiftArchiveOur analysis, not theirsA new Shopify Plus checkout built around trust and urgency lifted revenue per visitor by 16.52% and conversion rate by 11.35%. Kasper Dolk ran this test for an accessories store. It was still running when shared, after 52,427 visitors from August 18 to 29, 2025.
- Revenue per visitor rose from $1.40 to $1.63 (+16.52%), estimated at +$33,435 per month. The range shown was -5% to +43%.
- Conversion rate rose from 1.27% to 1.41% (+11.35%), about 208 extra orders a month. The range was -4% to +29%.
- Average order value rose from $110.22 to $115.34 (+4.64%), but with a range of -10% to +21% this one is not settled.
- The tool put the chance of beating the old checkout at 93%, which is promising but short of the usual 95% bar.
- The test had 703 orders from 52,427 visitors, split roughly evenly (26,092 and 26,335 sessions).
The change
Illustrative: trust and urgency elements added to checkout; real layout not shown.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The store's old Shopify checkout. Its layout was not shown.
Variant
A new checkout. According to the post, the final step adds trust (Trustpilot widgets, customer photos, before and after images) and urgency (a timer and low-stock notices on some items). The exact layout was not shown.
Why it likely won
Our reading of the result, not the practitioner's claim.
- reviews and customer photos at the payment step ease last-minute doubt about a store the shopper may not know.
- a timer and low-stock notes give people a reason not to leave and think it over.
- the order value gain is small and uncertain, so most of the lift seems to come from more people finishing checkout.
Caveats: The test was still running after about 11 days, with 703 orders total, and every range crosses zero. Profit was not measured, and urgency elements should reflect real stock and deadlines.
Who ran it
Kasper Dolk (@kasper_dolk) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we add trust signals and honest urgency cues to the final checkout step, then more shoppers will complete their order because doubts and delays are reduced.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Refund rate
- Customer complaints about urgency claims
- Who should test it
- Shopify Plus stores, since checkout edits need Plus, with enough orders to reach a clear result. Stores with strong brand trust may gain less from added reviews.
Questions
Can you A/B test the Shopify checkout?
On Shopify Plus, yes. This test compared an old and a new checkout in Intelligems and saw a 16.52% lift in revenue per visitor.
Should I add reviews to my checkout?
This checkout added Trustpilot widgets and customer photos as part of a winning test. They were tested together with urgency elements, so their own effect is unknown.
Do countdown timers work in checkout?
A timer was part of the winning variant here. Keep any timer honest, since fake urgency can hurt trust and lead to complaints.
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@DaveDiederen@DaveDiederen@DaveDiederen@DaveDiederen@kasper_dolk@kasper_dolk