Clearer checkout copy and a non-grey CTA: +15% revenue
Commentary byLiftArchiveOur analysis, not theirsRewriting checkout copy in plain language, bolding key points and giving the call-to-action a brighter color went with a 15% rise in revenue for King Living.
Several changes shipped together, so the lift belongs to the package, not to any one of them.
King Living ran the test itself, and it was published as a VWO case study.
- Revenue: +15% while the test was running.
- King Living said this was worth millions of dollars a year, a company estimate.
- The copy, the bolding and the button color changed at once, so the result cannot be credited to one of them.
The change
Plain-language bolded copy and a brighter checkout button replace jargon and grey.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The checkout call-to-action was grey and the copy used internal jargon. Nothing on the page drew the eye to the next step.
Variant
Key points were bolded and the jargon was swapped for plain customer language. The call-to-action moved from grey to a more visible color.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Internal terms can confuse shoppers at the moment they decide to pay. Plain language removes that doubt.
- A grey button can look disabled. A brighter one makes the next step obvious.
- Bolding the key points gave the page a clear focus, which helps on a long checkout page.
Caveats: This was a bundled change, so no single element gets the credit. No sample size, duration or significance was shared, and the annual value is the company's own estimate.
Who ran it
King Living ran this test for King Living 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 King Living →
How to run this test on your store
- Hypothesis
- If we replace internal jargon with plain language, bold key points and make the checkout button stand out, then more shoppers will complete their order, because the page is easier to understand and the next step is obvious.
- Primary metric
- Checkout completion rate
- Guardrails
- Revenue per visitor
- Average order value
- Customer service contacts about orders
- Who should test it
- Stores with a custom checkout, especially for high-value or made-to-order products where copy has crept in from internal teams. A standard hosted checkout with clear copy has less to gain.
Questions
Does checkout button color matter?
Color alone rarely matters much, but contrast does.
A grey button can look inactive. In King Living's test, color changed along with the copy, so its own effect is unknown.
Why remove jargon from checkout pages?
Shoppers who do not understand a term may stop to think or leave. Plain words keep them moving toward paying.
Should I test copy and button changes together?
Testing them together can find a win faster.
If you want to know which change mattered, test them one at a time afterward.
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