Four customer-led USP icons under cart checkout: +$21,516/month
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsAdding four customer-led USP icons beneath the cart checkout button was worth a reported +$21,516 per month for an apparel brand. Oliver Kenyon ran this test with their agency, Conversionwise. The four points came from customer interviews, surveys, support tickets and feedback.
- Monthly revenue: +$21,516, as reported. This was the only number shared.
- Conversion rate, revenue per visitor and average order value were not shared.
- The post doesn't say whether the figure is measured or projected from the test.
The change
The variant adds four customer-led USP icons under the checkout button.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The cart showed a free shipping progress bar, the line items, the subtotal and a checkout button, with nothing below the button.
Variant
A small block of four icons was added under the checkout button: True to Size, All-Day Comfort, Easy Exchanges and Premium Quality.
Why it likely won
Our reading of the result, not the practitioner's claim.
- the four points answer the doubts apparel buyers have most, like fit and returns, at the last step before paying.
- the copy came from what customers actually said, so it likely matched real reasons to buy instead of generic claims.
- the block sits right under the button, where hesitant shoppers look before they click.
Caveats: Only a monthly revenue figure was shared, with no conversion data, sample size or test length. It is a single apparel brand.
Who ran it
Oliver Kenyon (@oliverkenyon) 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 our top customer-stated reasons to buy under the cart checkout button, then more shoppers will check out because their last doubts are answered at the moment of decision.
- Primary metric
- Revenue per visitor
- Guardrails
- Cart-to-checkout rate
- Return or exchange rate
- Who should test it
- Stores that have customer research showing a few clear buying reasons, especially apparel where fit and exchanges matter. Without research behind the points, generic icons may do little.
Questions
Do trust icons in the cart increase sales?
In this test, four reassurance icons under the checkout button were linked to +$21,516 per month. No conversion rate data was shared.
What should cart USPs say?
Use the reasons your customers give for buying. Here they were true to size, all-day comfort, easy exchanges and premium quality, found through interviews, surveys and support tickets.
Where should USPs go in the cart?
This test placed them right below the checkout button, the last thing shoppers see before they leave the cart.
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