# Trust signals on the cart page: +11.0% conversion, lower revenue

- Outcome: Flat / inconclusive
- Page type: Cart (Ecommerce)
- Elements: Trust badges & security seals, Reviews & star ratings, Money-back guarantee & returns
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/trust-signals-on-cart-page/
- Page: https://liftarchive.com/test/cleancommit-trust-signals-on-cart-page/

Adding review stars, a lifetime warranty message and a local ownership badge to the cart page showed an 11.0% lift in conversion rate. Clean Commit ran this test for an anonymized Shopify store. Revenue per visitor fell 23.7% at the same time, and no sample or probability was shared, so we count it as inconclusive.

## Result

**+11.0% conversion, lower revenue**

- Conversion rate rose 11.0%, and orders rose 13.6%.
- Average order value fell 31.3%, a sharp drop.
- Revenue per visitor fell 23.7%. This is a negative result: more orders, but less money per visitor.
- Overall: inconclusive. The source labels it a positive signal, but shares no sample size or significance.

## Control

The cart page had no trust cues near the checkout button.

## Variant

The cart showed review stars and a review snippet near the checkout button, a "Lifetime Warranty" message and a "Colorado Owned" badge.

## Why it likely came out this way (our reading)

- Reviews and a warranty near the checkout button can calm last-second doubts, which may explain more orders.
- A local ownership badge may build credibility with shoppers who value buying from nearby brands.
- The drop in order value is unlikely to come from trust cues alone. It may reflect noise or a shift in which products were bought.

## Caveats

No sample size, duration or probability was shared. Revenue per visitor and order value fell sharply even as orders rose.

## How to run this test

- Hypothesis: If we show reviews, warranty info and a local badge near the cart's checkout button, then more shoppers will check out because the cues reduce last-minute doubt.
- Primary metric: Revenue per visitor
- Guardrail: Average order value
- Guardrail: Conversion rate
- Guardrail: Cart-to-checkout rate
- Who should test it: Stores with strong reviews and a real warranty or local story to tell. Judge it on revenue per visitor, not just orders, and run it to a proper sample size.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-trust-signals-on-cart-page/).
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.