# Engraved case option at checkout: -3.04% conversion rate

- Outcome: Lost
- Page type: Checkout (Ecommerce)
- Elements: Upsells & cross-sells, Checkout steps, fields & flow
- Test run by: [Dash of CX](https://liftarchive.com/practitioners/dash-of-cx/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.convert.com/case-studies/dash-of-cx-loop/
- Page: https://liftarchive.com/test/loop-earplugs-personalised-case-at-checkout/

Offering an engraved, personalised carrying case for an extra €6 during checkout lowered conversion rate by 3.04% and revenue per visitor by 2.96%. Dash of CX ran this test for Loop Earplugs on mobile shoppers, and it was published as a Convert.com case study. Shoppers clicked the option, but the extra step cost more sales than it added.

## Result

**-3.04% conversion rate**

- Conversion rate: -3.04%. This test lost.
- Revenue per visitor: -2.96%, so the paid add-on did not make up for lost orders.
- Add to cart: -5.68%.
- 6.89% of users clicked the new personalisation option, so interest was real.
- Results were significant at 99% confidence with no sample ratio mismatch.

## Control

Mobile shoppers went through the original checkout flow with no personalisation option.

## Variant

The checkout offered a carrying case that shoppers could engrave with their own text for an extra €6.

## Why it likely lost (our reading)

- Checkout is where people want to finish, not make new choices. An extra decision there adds friction.
- Typing custom engraving text on a phone takes effort and can make people stop and reconsider.
- Clicks on an option measure curiosity, not purchase intent, so a high click rate can hide a loss.
- The team suggested the offer might work better earlier, on the product page or in the mini-cart.

## Caveats

The test ran for 28 days on more than 300,000 mobile users, so it covers mobile only. The case study was entered in the GuessTheTest awards.

## How to run this test

- Hypothesis: If we offer personalisation on the product page or mini-cart instead of at checkout, then revenue per visitor will rise because shoppers can add it without slowing their purchase.
- Primary metric: Revenue per visitor
- Guardrail: Conversion rate
- Guardrail: Checkout completion rate
- Guardrail: Average order value
- Who should test it: Brands thinking about paid add-ons or personalisation. If you plan to put the choice in checkout, test it first; this result suggests checkout is a risky place for new decisions.

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Credit: Dash of CX ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/loop-earplugs-personalised-case-at-checkout/).
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.