Guarantee, review and quality icons at checkout: +21% conversion
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsFresh Clean Threads added a row of icons to its checkout for its satisfaction guarantee, 5-star reviews and product quality, and conversion rate rose 21%.
Profit per session went up 20%. Visually ran the test for the apparel brand and published it as a Visually case study.
- Conversion rate: +21% in less than a week.
- Profit per session: +20%, so the extra orders were not offset by lower margins.
- Sample size and statistical confidence were not shared, and a lift this large over a few days should be confirmed with a longer run.
The change
Checkout gains a row of guarantee, review and quality icons.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The checkout was a plain payment page with no reassurance messages.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Checkout is the last point of doubt. A reminder of the guarantee lowers the risk of paying right when shoppers decide.
- Review and quality cues remind shoppers why they wanted the product, after they have left the product page.
- Plain checkouts carry no brand message at all, so even a small reassurance stands out.
Caveats: The test ran for under a week. This comes from a testing vendor's own case study. Sample size and statistical significance were not shared.
Who ran it
Visually ran this test for Fresh Clean Threads and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we add icons for our guarantee, reviews and product quality to checkout, then more shoppers will complete payment because the reminders ease last-minute doubts.
- Primary metric
- Checkout conversion rate
- Guardrails
- Profit per session
- Checkout page load time
- Return rate
- Who should test it
- Stores with a real satisfaction guarantee and strong reviews, on a checkout you can edit. It probably won't help if your checkout already carries trust messages, or if your guarantee is weak or full of conditions.
Questions
Do trust badges at checkout increase conversions?
They did for Fresh Clean Threads, with a 21% lift in conversion rate.
Badges about your own guarantee and reviews tend to say more than generic security seals.
Which trust icons should I show at checkout?
Fresh Clean Threads used its satisfaction guarantee, 5-star reviews and product quality.
The brand planned more tests to find out which icons, design and layout work best.
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