Customer count and 3 USPs at checkout: 70% to 77% completion
Test run byPeter ChristensenScaling CRO
Commentary byLiftArchiveOur analysis, not theirsAdding a line on how many customers trust the brand, plus three USPs with icons, lifted checkout completion from 69.97% to 76.62%. Peter Christensen shared this from a split test that was still running. The relative lift is about 9.5%.
- Checkout completed: 76.62% vs 69.97% for the original, about 9.5% more checkouts finished (449 vs 403 sessions).
- Payment info submitted: 36.52% vs 33.51%, a small gain.
- Contact info submitted dipped: 43.17% vs 45.66%. Worth watching.
- A second variant was close to flat at 71.29% checkout completion.
The change
A customer trust count and three icon USPs are added; exact placement was not shown.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The checkout had no customer count or USP list.
Variant
The leading variant stated how many customers trust the brand and listed three USPs, each with an icon. The actual wording and numbers were not shared.
Why it likely won
Our reading of the result, not the practitioner's claim.
- a large customer count reassures first-time buyers that others have paid and been fine.
- three short USPs with icons are quick to scan and do not slow the checkout.
- the gain came late in the funnel, which is where payment doubts tend to stop people.
Caveats: The test was still running when shared, and each version had only about 580 sessions, so the result could shift. Duration was not shared.
Who ran it
Peter Christensen (@peterac_) 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 show how many customers trust us and list three USPs with icons at checkout, then checkout completion will rise because buyers feel safer handing over payment details.
- Primary metric
- Checkout completion rate
- Guardrails
- Contact info submission rate
- Revenue per visitor
- Average order value
- Who should test it
- Stores with a large real customer base and a plain checkout. Wait for a full sample before rolling out, since early results on small traffic often fade.
Questions
Does showing a customer count at checkout help?
Combined with three USPs, it lifted checkout completion from 69.97% to 76.62% here. The test was still running, so treat it as early.
How many USPs should a checkout show?
This variant used three, each with an icon. That keeps the message short and easy to scan.
Is it worth A/B testing the checkout?
This test suggests so. Small trust additions moved checkout completion by several points.
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