# Clearer checkout copy and a non-grey CTA: +15% revenue

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Add-to-cart & CTA buttons, Headlines, product titles & copy
- Test run by: [King Living](https://liftarchive.com/practitioners/king-living/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/kingliving-ab-testing/
- Page: https://liftarchive.com/test/king-living-checkout-cta-clear-copy-color/

Rewriting 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.

## Result

**+15% revenue**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: Average order value
- Guardrail: 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.

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Credit: King Living ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/king-living-checkout-cta-clear-copy-color/).
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.