# Customer reviews under the 'Pay now' button: +A$6,145/month

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Reviews & star ratings, Checkout steps, fields & flow
- Test run by: [Convertibles](https://liftarchive.com/practitioners/convertibles/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://convertibles.dev/blogs/case-studies/checkout-page-reviews-social-proof-case-study
- Page: https://liftarchive.com/test/gin-subscription-checkout-reviews-under-pay-now/

Adding 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.

## Result

**+A$6,145/month**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per checkout
- Guardrail: Time to complete checkout
- Guardrail: 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.

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Credit: Convertibles ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/gin-subscription-checkout-reviews-under-pay-now/).
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.