# Shipping, returns and warranty icons in checkout: +4.2% conversion

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Trust badges & security seals, Money-back guarantee & returns
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://visually.io/public/case-studies/canopy
- Page: https://liftarchive.com/test/canopy-checkout-guarantee-icons/

Adding 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.

## Result

**+4.2% conversion**

- Conversion rate: +4.2%.
- No sample size, duration or revenue figures were shared.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Return rate
- Guardrail: Average order value
- Guardrail: 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.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/canopy-checkout-guarantee-icons/).
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.