Reviews, Easy Returns and Free Shipping in cart: +11.36% conversion
Commentary byLiftArchiveOur analysis, not theirsAdding verified customer reviews, Easy Returns information and Free Shipping highlights to iTokri's mobile cart page raised conversion rate by 11.36%.
ConvertPolo ran this test for the handcrafted goods shop, and it was published as a VWO case study.
All three changes shipped together, so the lift belongs to the package, not to any one of them.
- Conversion rate: +11.36%. More shoppers who reached the cart went on to buy.
- This is a bundled result. Reviews, returns info and free shipping were added at the same time, so we can't say which one did the work.
- No sample size, duration or confidence level was shared.
The change
Reviews, returns and free shipping notes added to the cart; exact order not shared.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The cart page showed the chosen products and order details, with no reviews or purchase reassurance.
Variant
The cart added verified customer reviews, a note about Easy Returns and a Free Shipping highlight.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The cart is where doubts about cost and risk come up. Free shipping and easy returns answer two of the most common ones.
- Reviews from verified buyers remind shoppers that others bought and were happy, right before they commit.
- Handmade goods can feel risky to buy online. Clear returns info lowers that risk.
Caveats: Several changes were bundled, so the result can't be credited to one element. No sample size, duration or significance was given.
Who ran it
ConvertPolo ran this test for iTokri and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on ConvertPolo →
How to run this test on your store
- Hypothesis
- If we show reviews, returns terms and free shipping info in the cart, then more shoppers will check out because their last doubts are answered before they pay.
- Primary metric
- Conversion rate from cart
- Guardrails
- Checkout starts
- Average order value
- Return rate
- Who should test it
- Stores that offer free shipping or easy returns but don't say so in the cart. It won't help if your terms are not actually generous, and you'll need to test each message on its own to learn which one matters.
Questions
Should reviews appear on the cart page?
They can help, since the cart is a moment of doubt.
Keep them short so they don't push the checkout button out of view on mobile.
Which trust messages work best in a cart?
It depends on what your shoppers worry about.
Shipping cost and returns are common concerns. Test messages one at a time to find out which one matters for you.
Can trust messages hurt conversion?
Yes, if they add clutter or raise worries people didn't have.
Check that the checkout button stays easy to see.
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