Product review shown inside checkout: +16.5% conversion rate
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsShowing a product review for the Ergonomic Chair inside checkout lifted conversion rate by 16.5%.
Visually ran this test for Branch Furniture, an office furniture brand, and published it as a Visually case study.
- Conversion rate: +16.5%.
- No sample size, duration or revenue figures were shared.
The change
A customer review for the chair is added inside checkout.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Checkout for the Ergonomic Chair showed the usual fields and order summary, with no reviews.
Variant
A customer review of the chair appeared inside checkout.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Checkout is where doubt peaks. A review from a real buyer answers 'is this worth it?' at that moment.
- Chairs are a high-price item that people can't try first. Proof from another buyer lowers the risk.
- The review sits next to the payment step, so shoppers don't need to leave checkout to look for reassurance.
Caveats: This is vendor marketing, and sample size and significance were not shared. It was tested on one product's checkout.
Who ran it
Visually ran this test for Branch Furniture 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 show a customer review for the product inside checkout, then more shoppers will finish buying because they get reassurance at the point of payment.
- Primary metric
- Checkout completion rate
- Guardrails
- Checkout page load time
- Average order value
- Refund rate
- Who should test it
- Stores selling higher-price products with strong reviews, where buyers hesitate at checkout. It probably won't help for cheap repeat purchases, or if your reviews are weak.
Questions
Should you show reviews on the checkout page?
It can help with high-price items. In this test, a single product review in checkout lifted conversion rate by 16.5%.
Will reviews in checkout distract buyers?
They can if they add clutter or links away.
Keep it to one short review and no outbound links.
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