Ratings, delivery and payment info under Add to Basket: ~+25%
Commentary byLiftArchiveOur analysis, not theirsAdding three short lines under the Add to Basket button lifted conversions by almost 25%: customer star ratings, free delivery over EUR 200, and payment by invoice or card.
Overtoom, a Dutch office supplies seller in the Manutan Group, ran this test itself, and it was published as a VWO case study.
All three changes shipped together, so the lift can't be credited to any one of them.
- Conversions (Add to Basket clicks): almost +25% versus the original, at 99.9% significance.
- The test ran for about 10 days. Visitor numbers were not shared.
- Orders and revenue were not reported separately.
The change
Ratings, free delivery and payment lines added under Add to Basket
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page had the Add to Basket button with nothing beneath it.
Variant
Three lines were added under the button: customer star ratings, free delivery on orders over EUR 200, and pay by invoice or online with Visa or MasterCard.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Star ratings placed at the button reassure shoppers right when they decide.
- A free delivery threshold gives a reason to go ahead and may encourage larger orders.
- Listing payment options, including invoice for business buyers, answers a common question before checkout.
- These are our readings; because the three changes were bundled, the test can't show which mattered most.
Caveats: Three elements were bundled, so the result belongs to the combination, not to ratings, delivery or payment info alone. The test ran for about 10 days and sample size was not shared.
Who ran it
Overtoom ran this test for Overtoom 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 Overtoom →
How to run this test on your store
- Hypothesis
- If we add ratings, delivery terms and payment options right under the add-to-basket button, then more visitors will click it because their main doubts are answered at the point of decision.
- Primary metric
- Add-to-basket click rate
- Guardrails
- Orders per visitor
- Average order value
- Checkout abandonment
- Who should test it
- Stores with good ratings and clear delivery or payment perks that are currently shown elsewhere or not at all. To learn which line matters, test them one at a time after the bundle.
Questions
What should go under the add to cart button?
Short answers to common doubts work well: ratings, delivery terms and payment options.
Overtoom added all three and saw almost 25% more conversions.
Which of the three changes caused the lift?
We can't tell. All three were added together, so the result only applies to the combination.
Should B2B stores show pay-by-invoice?
If you offer it, it's worth showing. Business buyers often need to pay by invoice, and seeing that option early can remove a reason to hesitate.
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