3 USPs below the Pay Now button at checkout: +9.90% conversion
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsAdding three short USPs below the Pay Now button lifted checkout conversion by 9.90% in Dave Diederen's test, from 1.59% to 1.75%. Revenue per visitor rose 10.07% and profit per visitor 10.79%. Average order value did not change.
- Conversion rate: +9.90% (1.59% to 1.75%), range -13% to +40%. More shoppers finished checkout.
- Revenue per visitor: +10.07% (A$2.06 to A$2.27), range -22% to +55%.
- Profit per visitor: +10.79% (A$1.23 to A$1.36), the primary metric. Range -22% to +55%.
- Average order value: no change (A$129.71 vs A$129.91).
- All ranges crossed zero, so the lift leans positive but isn't certain.
The change
The variant adds three USPs below the Pay Now button.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The checkout with the Pay Now button and no USP block below it.
Variant
A "Why choose us" block under the Pay Now button with icons and short copy for a satisfaction guarantee, orders shipped and delivery speed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- doubts about returns and legitimacy come back at the moment of paying, and the USPs answer them right there.
- shoppers last saw these reassurances on the product page, so repeating them closes that gap.
- icons with short copy are quick to scan and don't distract from paying.
Caveats: Ranges were wide and crossed zero. Sample size and test length were not shared, and the checkout shown in the post is an illustration.
Who ran it
Dave Diederen (@DaveDiederen) 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 a guarantee, shipped-orders count and delivery speed below the Pay Now button, then more shoppers will complete checkout because last-minute doubts are answered.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Revenue per visitor
- Refund rate
- Who should test it
- Stores on Shopify Plus or another checkout you can edit, with a real guarantee and a track record to show. If your checkout already carries reassurance, gains will be smaller.
Questions
Should I add USPs to my checkout page?
In Dave Diederen's test, three USPs under the Pay Now button lifted conversion by 9.90% with no change in order value.
Which USPs work at checkout?
This test used a satisfaction guarantee, a count of shipped orders and delivery speed. They answer common last-minute doubts about returns and trust.
Is the lift reliable?
Not fully. The ranges crossed zero, so the real gain may be smaller. It's a low-effort test to try.
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