Warranty reassurance banner at checkout: +3.1% conversion rate
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsBenchmade Knife Co. added a simple banner with a warranty reassurance message to its checkout, and conversion rate went up 3.1%.
Visually ran the test for the premium knife brand and published it as a Visually case study. It was the brand's first checkout test.
- Conversion rate: +3.1% for shoppers who saw the warranty banner.
- Sample size, test length and statistical confidence were not shared.
The change
The variant adds a warranty reassurance banner to checkout. Where it sat on the page was not shared.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The checkout had no warranty message.
Variant
A simple banner at checkout reminded shoppers about the warranty.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Checkout is the last point where doubt can stop a purchase. A warranty reminder answers the question of what happens if something goes wrong.
- Benchmade's warranty covers the life of the product, which is a strong promise for a premium purchase.
- A small banner adds reassurance without adding steps or fields to the checkout.
Caveats: This comes from a testing vendor's own case study. Sample size, test length and significance were not shared.
Who ran it
Visually ran this test for Benchmade Knife Co. and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we add a short warranty reassurance banner to checkout, then more shoppers will finish paying because it eases last-minute doubts about the purchase.
- Primary metric
- Checkout completion rate
- Guardrails
- Average order value
- Checkout page load time
- Support contacts about the warranty
- Who should test it
- Stores with a clear warranty or guarantee on mid- to high-priced products. If your checkout is already crowded, or your warranty is weak or the industry standard, expect less.
Questions
Do trust messages at checkout increase conversions?
They can. Benchmade saw a 3.1% lift in conversion rate from one simple warranty banner.
Keep it short so it doesn't distract from paying.
Can I add banners to a Shopify checkout?
Yes. Shopify's checkout extensibility lets apps add blocks like banners to checkout.
Benchmade used it to run this test through Visually.
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