Order total and lock icon on checkout button: +$389,565/month
Test run byConvertiblesCRO agency
Commentary byLiftArchiveOur analysis, not theirsPutting the order total, including delivery, and a lock icon on the cart drawer's checkout button added a reported $389,565 a month in revenue.
Convertibles ran this five-way test for an 8-figure luxury pajama brand.
The winner bundled two changes, so the lift can't be credited to the price or the lock alone.
- Revenue: +$389,565 a month for the price-plus-lock button, as reported by the agency.
- Removing the delivery line and adding 'calculated at checkout' text did not win.
- A size selector in the cart did not win.
- A 'save for later' link did not win.
The change
The checkout button now shows the order total and a lock icon.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The cart drawer showed the subtotal and delivery on separate lines, with a plain 'CHECKOUT' button that had no price on it.
Variant
The same drawer, with the button reading 'CHECKOUT $176': the total including $8 delivery, plus a lock icon. Other versions that removed the delivery line, added a size selector or added save for later did not beat it.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shoppers see what they will pay at the moment they decide to click, with no need to look back at the subtotal.
- Showing the full total, delivery included, removes the worry about surprise charges.
- The lock icon is a small security cue just before shoppers enter payment details.
- The losing versions added choices or uncertainty instead of making the decision easier.
Caveats: The winner combined two changes (price on the button and a lock icon). No sample size, duration or confidence level was published, and the revenue figure is reported by the agency.
Who ran it
Convertibles ran this test for an 8-figure luxury pajama brand and published the results (Convertibles case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Convertibles →
How to run this test on your store
- Hypothesis
- If we show the full order total on the checkout button, then more shoppers will proceed to checkout because they can see exactly what they will pay at the point of action.
- Primary metric
- Conversion rate from cart open to order
- Guardrails
- Checkout start rate
- Average order value
- Revenue per visitor
- Who should test it
- Stores with a cart drawer and known delivery costs, especially at higher order values. If shipping varies a lot by address, you may only be able to show the subtotal, which weakens the idea. Test the price and the lock separately if you want to know which one matters.
Questions
Should the checkout button show the subtotal or the total?
The total including known fees, so there are no surprises. This test's winner showed subtotal plus delivery.
Should you remove the delivery line from the cart?
Not based on this test. The version that hid delivery and said it would be calculated at checkout did not win.
Does a lock icon on the checkout button help?
It was part of the winning version here, but it shipped together with the price, so its own effect is unknown.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyonConvertiblesConvertibles