Shipping, returns and warranty icons in checkout: +4.2% conversion
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsAdding icons for free shipping, free returns and a one-year warranty to checkout lifted conversion rate by 4.2%.
Visually ran this test for Canopy, a humidifier brand, and published it as a Visually case study.
- Conversion rate: +4.2%.
- No sample size, duration or revenue figures were shared.
The change
Free shipping, free returns and warranty icons are added to checkout.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Checkout was plain, with no reminders of shipping, returns or warranty terms.
Variant
Three icons were added to checkout: free shipping, free returns and a one-year warranty.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Checkout is where shoppers worry about extra costs and what happens if the product fails.
- The icons restate the store's policies at the point of payment, so buyers don't have to go looking.
- A one-year warranty matters for a device like a humidifier, where people fear it might break.
Caveats: This is vendor marketing, and sample size and significance were not shared. The three icons went in together, so the lift can't be split between them.
Who ran it
Visually ran this test for Canopy 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 free shipping, free returns and warranty icons in checkout, then more shoppers will complete payment because their main worries are answered on the spot.
- Primary metric
- Checkout completion rate
- Guardrails
- Return rate
- Average order value
- Checkout page load time
- Who should test it
- Stores that offer real policies like free returns or a warranty but don't remind buyers of them at checkout. It won't help if those policies aren't on offer, or are already shown clearly.
Questions
Do trust icons in checkout increase conversions?
They can when they restate real policies. Here, shipping, returns and warranty icons lifted conversion rate by 4.2%.
Which guarantees should you show at checkout?
The ones that answer buyers' biggest worries, often cost and returns. For durable goods, a warranty helps too.
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