# Cleaner shop page with lifetime-use promise: +17.7% purchases

- Outcome: Won
- Page type: Pricing page (SaaS)
- Elements: Design, Trust copy, Money-back guarantee & returns
- Test run by: [AquaSoft](https://liftarchive.com/practitioners/aquasoft/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/aquasoft/
- Page: https://liftarchive.com/test/aquasoft-shop-overview-trust-redesign/

A 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%.

## Result

**+17.7% purchases**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Cart bounce or abandonment rate
- Guardrail: Refund requests
- Guardrail: 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.

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Credit: AquaSoft ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/aquasoft-shop-overview-trust-redesign/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.