Customer reviews under the 'Pay now' button: +A$6,145/month
Test run byConvertiblesCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a star rating and three short customer reviews directly under the 'Pay now' button added A$6,145 a month in revenue.
Convertibles ran this A/B test for an 8-figure Australian gin subscription brand on its Shopify checkout.
Sample size, duration and confidence were not shared.
- Revenue: +A$6,145 per month, as estimated by the agency.
- The agency reports a lift in checkout completion but did not share the conversion rate change.
- No sample size, test length or confidence level was published.
The change
A rating line and three customer reviews are added directly under the Pay now button.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A standard Shopify checkout with the order summary, discount field, totals, the monthly recurring charge, a 'Pay now' button and policy links. It had no reviews or social proof.
Variant
The same checkout with a line reading 'RATED 4.9 STARS FROM OVER 6,000 REVIEWS' under the 'Pay now' button. Below it sat three short customer reviews with names and profile photos.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Checkout is where doubt peaks, and a subscription means agreeing to recurring charges. Proof from other customers at that moment may ease the worry.
- One line with a 4.9 rating and 6,000+ reviews signals both quality and an established brand.
- The three reviews touched on product quality, the subscription experience and delivery, which are common concerns for a box subscription.
- Placing the reviews just below the button may reach shoppers who pause before paying, without getting in the way of those ready to buy.
Caveats: Revenue is in Australian dollars and reported by the agency. Sample size, duration and statistical confidence were not shared.
Who ran it
Convertibles ran this test for an 8-figure Australian gin subscription brand and published the results (Convertibles case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Convertibles →
How to run this test on your store
- Hypothesis
- If we show our star rating and a few short customer reviews under the pay button at checkout, then checkout completion will rise because hesitant buyers get reassurance at the point of payment.
- Primary metric
- Checkout completion rate
- Guardrails
- Revenue per checkout
- Time to complete checkout
- Subscription cancellation rate
- Who should test it
- Subscription brands and first-purchase-heavy stores with a strong review count. If your checkout can't be edited, or you have few reviews, this probably won't help.
Questions
Should you put reviews on the checkout page?
It can help when shoppers hesitate at payment, as with subscriptions.
Keep it short so the checkout stays focused.
Should reviews go above or below the pay button?
Below worked in this test, since it doesn't block confident buyers.
Placement is worth testing for your own checkout.
Which reviews should appear at checkout?
Pick a few that answer common worries, such as product quality, delivery and value.
Specific, named reviews tend to feel more believable than generic praise.
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