Returns and shipping info under Add to Cart: +16% add-to-cart clicks
Commentary byLiftArchiveOur analysis, not theirsShowing the return policy and shipping cost under the main buttons on the product page lifted Add to Cart clicks by 16% and revenue by 17% for kids' clothing store Cocohanee.
Wingify Services ran this A/B test, published as a VWO case study.
Before the test, neither detail appeared anywhere on the site.
- Add to Cart clicks: +16%.
- Revenue: +17%, so the extra clicks turned into sales.
The change
Return policy and shipping cost appear under the main buttons.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page did not mention the return policy or the shipping cost.
Variant
A short note on returns and shipping cost was added under the page's two main buttons.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Unknown shipping costs and return terms are common reasons to leave. Answering them next to the button removed that doubt.
- Parents buying kids' clothes often worry about fit, so a clear return policy makes trying a size feel safer.
- The note sat right where the decision happens, not in a footer link.
Caveats: The test ran for 14 days on all traffic with a 50/50 split. Sample size and significance were not shared, and the data dates from around 2020.
Who ran it
VWO ran this test for Cocohanee and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on VWO →
How to run this test on your store
- Hypothesis
- If we show our return policy and shipping cost under the Add to Cart button, then more shoppers will add to cart because they know the full cost and risk before committing.
- Primary metric
- Add to cart rate
- Guardrails
- Purchase conversion rate
- Return rate
- Revenue per visitor
- Who should test it
- Stores that don't show shipping or returns on the product page, especially in sizing-sensitive categories like clothing. If your terms are costly or strict, showing them may hurt, so test the wording.
Questions
Where should I show my return policy?
Close to the buy button, where shoppers decide.
Cocohanee saw more Add to Cart clicks after adding it there.
Should I show shipping cost on the product page?
Usually yes. Surprise costs at checkout are a common reason for abandoned carts, and showing them early sets clear expectations.
Similar tests
@oliverkenyon@oliverkenyon
@DaveDiederen@DaveDiederen@DaveDiederen@DaveDiederen