# Product review shown inside checkout: +16.5% conversion rate

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Reviews & star ratings
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://visually.io/public/case-studies/branch
- Page: https://liftarchive.com/test/branch-checkout-product-review/

Showing 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.

## Result

**+16.5% conversion rate**

- Conversion rate: +16.5%.
- No sample size, duration or revenue figures were shared.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Checkout page load time
- Guardrail: Average order value
- Guardrail: 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.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/branch-checkout-product-review/).
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.