Checkout USPs, reviews and upsell: conversion rate +24%
Test run byKasper DolkMaison Commerce
Commentary byLiftArchiveOur analysis, not theirsAdding custom checkout blocks with store USPs, reviews and an upsell came with a conversion rate of 3.8%, up 24% on the previous period. Kasper Dolk did this work for an international Shopify Plus client. It is a before/after comparison, not a split test.
- Conversion rate was 3.8% for 1 to 23 May 2024, up 24% on 1 to 23 April 2024.
- Total sales for the period were $7,797,926.25, up 100%. Orders rose 93%.
- Sessions also rose 58%, so a large part of the sales growth came from more traffic, not the checkout alone.
- The client said the changes bring in over $400K extra revenue each month. That figure is the client's own estimate, and the method behind it was not shared.
The change
Illustrative: USP, review and upsell blocks added to checkout; real layout not shown.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The client's previous checkout. Its layout was not shown in the post.
Variant
A customised checkout with blocks for the store's USPs, customer reviews, and an added checkout upsell. The exact layout was not shown.
Why it likely won
Our reading of the result, not the practitioner's claim.
- USPs and reviews at the payment step answer late doubts about shipping, returns and quality.
- a checkout upsell can raise order value without adding a step for people who skip it.
- with traffic up 58%, the conversion rate change may also reflect a different traffic mix or season.
Caveats: This compares two date ranges with no control group, while traffic grew 58%. The checkout changes were made together, so the effect of each one is unknown.
Who ran it
Kasper Dolk (@kasper_dolk) 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 add store USPs, reviews and a relevant upsell to checkout, then more shoppers will complete their order and spend more because their final doubts are answered.
- Primary metric
- Revenue per visitor
- Guardrails
- Checkout completion rate
- Average order value
- Upsell refund rate
- Who should test it
- Shopify Plus stores or others that can edit checkout, with enough orders for a real split test. Well-known brands with low checkout drop-off may see little change.
Questions
Should I add reviews to my checkout page?
In this case, reviews were part of a checkout update that came with a 24% higher conversion rate. They were added along with USPs and an upsell, and the result was a before/after comparison, so their own effect is unknown.
Do checkout upsells hurt conversion rate?
Here, conversion rate went up after an upsell was added, alongside trust blocks. Run a split test and watch completion rate to check this on your own store.
Can you customise the Shopify checkout?
Shopify Plus stores can add custom blocks to checkout, which is how this client added USPs, reviews and an upsell.
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