Money-back guarantee inside the add-to-cart button: +7.48% CVR
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsAdding a 60-day money-back guarantee line inside the add-to-cart button raised conversion rate by 7.48% in a test Dave Diederen ran. Revenue per visitor rose 7.20% and average order value did not change.
- Conversion rate: +7.48% (1.84% to 1.98%). More visitors placed an order. The range shown is -7% to +24%, so the lift is likely but not certain.
- Revenue per visitor: +7.20% ($1.28 to $1.37). The range of -13% to +31% is wide.
- Average order value: no change ($69.57 vs $69.39). The gain came from more orders, not bigger ones.
- Estimated impact in the testing tool: about 616 more orders and $41,204 more revenue a month.
The change
The variant adds the 60-day money-back guarantee as a line inside the button.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A standard add-to-cart button. The money-back guarantee appeared elsewhere on the page.
Variant
The add-to-cart button carried a second line with the 60-day money-back guarantee, so the reassurance sat inside the button itself.
Why it likely won
Our reading of the result, not the practitioner's claim.
- the guarantee lands at the exact moment of decision, so shoppers do not need to find it elsewhere on the page.
- it makes clicking the button feel reversible, which lowers the perceived risk of trying the product.
- a separate guarantee banner is easy to scroll past, while the button is the element almost every buyer looks at.
Caveats: Sample size and test length were not shared, and both confidence ranges include a small loss. The post does not name the store or product.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we put our money-back guarantee inside the add-to-cart button, then more visitors will buy because the risk feels lower at the moment they decide.
- Primary metric
- Conversion rate
- Guardrails
- Refund rate
- Average order value
- Revenue per visitor
- Who should test it
- Stores that already offer a real guarantee and sell products where buyers worry it might not work for them, such as supplements, skincare or gadgets. It is less likely to matter for cheap, familiar products where risk is not a barrier.
Questions
Should I put a guarantee in the add-to-cart button?
In Dave Diederen's test it helped: conversion rose 7.48% and revenue per visitor 7.20%. Keep the line short so the button stays clear.
Does a money-back guarantee increase refunds?
The post does not report refund data. Track refund rate as a guardrail if you run this test.
Does guarantee copy change order value?
Not here. Average order value stayed flat, so the gain came from more people buying.
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