# Guarantee, review and quality icons at checkout: +21% conversion

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Trust badges & security seals, Money-back guarantee & returns, Reviews & star ratings
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://143410811.hs-sites-eu1.com/branch-0-0-0
- Page: https://liftarchive.com/test/fresh-clean-threads-checkout-guarantee-icons/

Fresh 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.

## Result

**+21% conversion**

- 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.

## Control

The checkout was a plain payment page with no reassurance messages.

## Variant

The checkout showed a set of icons for the satisfaction guarantee, 5-star reviews and product quality.

## Why it likely won (our reading)

- 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.

## How to run this test

- 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
- Guardrail: Profit per session
- Guardrail: Checkout page load time
- Guardrail: 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.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/fresh-clean-threads-checkout-guarantee-icons/).
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.