# Cart reassurance aimed at real buyer worries: +$500,000 a year

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Trust badges & security seals, Money-back guarantee & returns
- Test run by: [MECLABS](https://liftarchive.com/practitioners/meclabs/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingexperiments.com/e-commerce-marketing/quick-cart-changes
- Page: https://liftarchive.com/test/gap-meclabs-collectibles-checkout-anxiety/

A wholesale collector-item retailer gained an estimated $500,000 in annual revenue by addressing the specific worries shoppers had in its cart. MECLABS ran the test and presented it in a shopping cart web clinic, published on MarketingExperiments. The point was to fix concerns found in research, not to add generic seals or testimonials.

## Result

**+$500,000 a year**

- Annual revenue: +$500,000, as reported by MECLABS.
- No conversion rate, sample size, duration or confidence is shared. We don't know how the annual figure was calculated.

## Control

The cart had no reassurance aimed at the particular concerns these shoppers had.

## Variant

The cart added messaging that answered the specific anxieties identified in research. The recap does not list the exact changes.

## Why it likely won (our reading)

- Reassurance works best when it answers a doubt the shopper actually has, rather than a general trust badge.
- Wholesale buyers placing larger orders may have bigger worries about authenticity, condition or returns.
- Researching concerns first likely pointed the team to the few messages that mattered most.

## Caveats

Old data: MECLABS presented this test in a December 2012 web clinic, and the written recap gives only the headline number. Sample size, duration and confidence are not shared. The specific changes are not described, and the revenue gain is a projection reported by the publisher.

## How to run this test

- Hypothesis: If we address the top concerns shoppers raise about ordering from us right in the cart, then more will check out because those doubts are resolved before payment.
- Primary metric: Cart-to-order conversion rate
- Guardrail: Average order value
- Guardrail: Return rate
- Guardrail: Support contacts from cart
- Who should test it: Stores selling high-value, rare or hard-to-judge items where buyers worry about authenticity, condition or returns. Run customer research first; generic badges without that research may do little.

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Credit: MECLABS ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/gap-meclabs-collectibles-checkout-anxiety/).
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.