30-day money-back assurance in the cart: +6% conversion rate
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsShowing Pvolve's 30-day risk-free trial in the cart lifted conversion rate by 6%.
Visually ran this test with Pvolve, a fitness equipment and streaming brand, and published it as a Visually case study.
The trial already existed, but shoppers were not seeing it while deciding to buy.
- Conversion rate: +6% with the guarantee shown in the cart.
- The offer itself did not change. Only its visibility did.
- Sample size, duration and confidence level were not shared.
The change
30-day money-back assurance added near checkout
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The cart did not mention the 30-day risk-free trial that Pvolve already offered.
Variant
A 30-day money-back assurance was added to the cart.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Fitness equipment is a considered purchase. A clear way out lowers the risk of trying it.
- The cart is where shoppers weigh the total cost, so reassurance there lands at the right moment.
- Many shoppers never read policy pages. Putting the promise in the cart makes sure they see it.
Caveats: Visually reported the result in its own marketing case study. Sample size, test length and statistical confidence were not shared. Return or refund rates after the change were not reported.
Who ran it
Visually ran this test for Pvolve and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we show our money-back guarantee in the cart, then more shoppers will check out because the purchase feels less risky.
- Primary metric
- Conversion rate
- Guardrails
- Return or refund rate
- Checkout start rate
- Average order value
- Who should test it
- Stores that already offer a trial or money-back policy that shoppers rarely see, especially for higher-priced items. It will matter less for cheap, low-risk products.
Questions
Does showing a money-back guarantee increase conversions?
It did for Pvolve, with a 6% lift when the existing 30-day trial was shown in the cart.
The effect tends to be larger for pricier or less familiar products.
Where should a guarantee go in the cart?
Close to the order total or the checkout button, where shoppers make the final call.
Will a guarantee increase returns?
It might. Track refund and return rates alongside conversion so you can judge the net effect.
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