# 'No extra fees' checkout message for US shoppers: +14% conversion

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Shipping & delivery messaging, Trust badges & security seals
- Date shared: 2025
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://143410811.hs-sites-eu1.com/odd-muse-case-study-cro-and-ab-testing
- Page: https://liftarchive.com/test/odd-muse-us-no-extra-fees-checkout-message/

Showing US shoppers a clear checkout message that there would be no extra fees lifted conversion rate by 14%. Visually ran this test with London womenswear brand Odd Muse and published it as a case study. In 2025, new US tariffs made shoppers wary of surprise duties when buying from brands abroad.

## Result

**+14% conversion**

- Conversion rate: +14% for US shoppers who saw the message.
- Sample size, test length and confidence were not shared.

## Control

US shoppers saw checkout with no message about duties or fees.

## Variant

US shoppers only saw a clear message at checkout confirming there would be no extra fees. Odd Muse had started shipping US orders from inside the US.

## Why it likely won (our reading)

- Tariff news made shoppers expect surprise charges on delivery. The message answered that fear at the moment of payment.
- Odd Muse had already moved US fulfilment inside the country, but shoppers didn't know. The message made a real change visible.
- Showing it only to US shoppers kept it relevant and avoided confusing others.

## Caveats

Reported in a vendor case study without sample size, duration or significance. The result reflects 2025 tariff conditions, which may change.

## How to run this test

- Hypothesis: If we tell cross-border shoppers at checkout that there are no extra duties or fees, then more will complete their order because the fear of surprise charges goes away.
- Primary metric: Checkout conversion rate for the targeted country
- Guardrail: Customer service contacts about duties
- Guardrail: Refund or refused-delivery rate
- Who should test it: Brands selling into a country where shoppers worry about import charges, and who truly cover them. Don't run it unless the claim is true; it won't help where duties aren't a concern.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/odd-muse-us-no-extra-fees-checkout-message/).
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.