Trust block under cart checkout button: +23.8% revenue per visitor
Adding a dispatch, returns and payment block under the cart drawer's checkout button lifted revenue per visitor by 23.8%. Oliver Kenyon ran this test on a fashion store over 16 days with about 203,000 visitors. The variant also confirmed free shipping and let shoppers change size in the cart.
- Revenue per visitor: +23.78% ($0.771 to $0.955) at 99.41% confidence. A large and clear win.
- Conversion rate: +21.9%. Most of the gain came from more people checking out.
- Average order value: up slightly ($159.99 to $163.88).
- Traffic: 101,845 visitors saw the original and 101,453 saw the variant, so the split was even and the sample was large.
The change
Dispatch, returns and payment info go under Checkout, plus a free shipping note and a size dropdown.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A simple cart drawer: the item with its size as plain text, the subtotal and a Checkout button.
Variant
Three changes: a "You've unlocked free shipping" note in the header, the size shown as a dropdown, and a block under Checkout with tracked next-day dispatch, 14-day easy returns and payment icons (Visa, MC, Amex, Pay, Klarna).
Why it likely won
Our reading of the result, not the practitioner's claim.
- the block answers delivery, returns and payment questions right at the moment of checkout, so nobody has to go looking.
- on a $160 fashion order, fit is a big worry, and an easy returns line plus a size dropdown addresses it directly.
- confirming free shipping removes the fear of a surprise cost at checkout.
Caveats: Three changes were tested together, so we can't say how much each one contributed. It was one fashion store with a high order value.
Who ran it
Oliver Kenyon (@oliverkenyon) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we show dispatch speed, returns policy and payment options directly under the cart checkout button, then more shoppers will check out because their last questions are answered in place.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Return rate
- Checkout completion rate
- Who should test it
- Fashion and other fit-sensitive stores with a cart drawer and a decent order value. It adds less if your policies are weak, since promising slow shipping or strict returns won't reassure anyone.
Questions
What should go under the checkout button in a cart drawer?
In this test, a short block with delivery speed, the returns window and accepted payment methods. Together with two other fixes, it lifted revenue per visitor by 23.8%.
Do payment icons in the cart increase conversions?
They were part of a winning package here, but they were tested alongside other changes. Test them on their own if you need to know their exact effect.
Should shoppers be able to change size in the cart?
This test let them change size through a dropdown in the cart. It was one of three changes in a variant that raised conversion rate by 21.9%.
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