Return and warranty benefit icons: +26% sales conversions
Test run byConversion FanaticsCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding simple icons for key benefits, including a 30-day easy return policy and a 90-day warranty, raised sales conversions by 26% and revenue per visitor by 25%.
Conversion Fanatics ran this A/B test for an anonymized ecommerce store and shared it on its blog in 2018.
- Sales conversion rate: +26%.
- Revenue per visitor: +25%, so the extra orders turned into extra revenue.
- Sample size, test length and confidence level were not shared.
The change
Variant adds benefit icons; exact placement was not stated in the source.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The page showed no icons for the store's key benefits.
Variant
Small icons called out key benefits, such as a 30-day easy return policy and a 90-day warranty.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Returns and warranty terms answer the question of what happens if the product disappoints, which lowers the risk of buying.
- Icons are quick to scan. Shoppers who skim may miss a policy in text but notice a badge.
- The store likely had these policies already, so the test only made existing value visible.
Caveats: The source is a short video transcript from 2018 that does not say where the icons appeared, what the store sold or how big the sample was. Conversion Fanatics also warns that too many icons can hurt conversions.
Who ran it
Conversion Fanatics ran this test for an anonymized ecommerce store and published the results (Conversion Fanatics blog case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Conversion Fanatics →
How to run this test on your store
- Hypothesis
- If we show icons for our return policy and warranty near the buy button, then more visitors will purchase because the risk of a bad buy feels lower.
- Primary metric
- Sales conversion rate
- Guardrails
- Revenue per visitor
- Return rate
- Warranty claim volume
- Who should test it
- Stores with generous return or warranty terms that are currently hidden in a policy page. If your terms are short or strict, highlighting them may not help.
Questions
Do trust icons really increase conversions?
They can when they highlight a real benefit buyers worry about, such as returns or warranty.
Too many icons can backfire, so test the number and type.
Should I say 'guarantee' or 'warranty'?
The wording can matter. Conversion Fanatics suggests testing phrases like a 90-day guarantee against a 1-year warranty, or easy returns against money-back.
Where should return policy icons go?
Near the add-to-cart button is a common choice because that is where buyers weigh the risk.
This source did not say where its icons were placed.
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