Cleaner shop page with lifetime-use promise: +17.7% purchases
Commentary byLiftArchiveOur analysis, not theirsA redesigned shop overview page with reassuring copy and a promise of lifetime use lifted software purchases by 17.7%.
AquaSoft, a German maker of photo slideshow software, ran this test, and it was published as a VWO case study.
Several changes shipped together, and a second round of tweaks took the lift to about 20%.
- Purchases: +17.7% after the first round of changes.
- The second round lifted clicks about 10% more, and the overall purchase lift settled at about 20%.
- Cart bounce rate was a bit higher in the winning version, but the extra clicks more than made up for it.
- Several changes shipped together, so no single change can be credited.
The change
Cleaner layout plus buying-process copy and a lifetime-use promise
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original shop overview page listed all of AquaSoft's software products.
Variant
A cleaner design, copy explaining the buying process to build trust, and an explicit promise that buyers can download and use the software for life. A second round removed some whitespace and moved product names above the box images.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A promise of lifetime use answers a common worry with software: will I lose access later?
- Explaining the buying process may have reduced doubt for people about to pay.
- Product names placed above the images make the list easier to scan.
- Visitors to this page were already close to buying, so small trust gains could move purchases.
Caveats: This was a bundled change, plus a follow-up round, so the lift can't be tied to one element. No sample size, duration or confidence level was shared.
Who ran it
AquaSoft ran this test and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on AquaSoft →
How to run this test on your site
- Hypothesis
- If we add plain copy about how buying works and state clearly that customers keep the software for life, then more visitors will buy because we remove worries about the purchase.
- Primary metric
- Completed purchases from the pricing or shop page
- Guardrails
- Cart bounce or abandonment rate
- Refund requests
- Average order value
- Who should test it
- Software sold as one-off licences, where buyers worry about access, downloads or hidden renewals. It is less relevant for subscription SaaS, where lifetime use isn't on offer.
Questions
Does trust copy on a pricing page increase sales?
It can. AquaSoft saw purchases rise 17.7% after adding buying-process copy and a lifetime-use promise, though these came with a redesign.
Should I tell buyers they own the software for life?
If it's true, saying it clearly can help.
It answers a common fear about losing access after paying.
Why test in rounds?
A first round can prove a direction, and a second can refine it.
AquaSoft's follow-up tweaks moved the lift from 17.7% to about 20%.