Customer reviews on checkout page: +23.13% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsShowing customer reviews on the checkout page lifted revenue per visitor by 23.13% in Dave Diederen's test. Conversion rate rose 17.96% and average order value rose 4.39%. The post doesn't show which reviews were used or where they sat.
- Revenue per visitor: +23.13% ($1.03 to $1.27). The tool estimated about $23,377 more revenue per month.
- Conversion rate: +17.96% (1.53% to 1.80%). More shoppers completed their purchase.
- Average order value: +4.39% ($67.40 to $70.36), with a range of -17% to +30%. Treat as roughly flat.
- Profit per visitor was not measured, because product costs weren't entered.
The change
The variant adds customer reviews to checkout; exact placement was not shown.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The normal checkout page with no reviews.
Variant
The same checkout with a few customer reviews added. Diederen advises picking reviews that answer common doubts, such as shipping speed, sizing or durability.
Why it likely won
Our reading of the result, not the practitioner's claim.
- most stores put their proof on the product page. Doubts can return at checkout, and reviews there meet them in the moment.
- reviews that speak to a specific worry, like delivery time or fit, likely do more than general praise.
- checkout is the last step, so even a small push can show up strongly in completed orders.
Caveats: Sample size and test length were not shared. The ranges are wide and cross zero (-6% to +48% on conversion), so the real lift may be much smaller.
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 show a few targeted customer reviews on the checkout page, then more shoppers will complete payment because last-minute doubts are answered.
- Primary metric
- Revenue per visitor
- Guardrails
- Checkout completion rate
- Average order value
- Checkout page load time
- Who should test it
- Stores with a customisable checkout and strong reviews that address common objections. It may add little if your checkout already carries trust signals.
Questions
Should I show reviews on the checkout page?
In this test it helped: conversion rate rose 17.96% and revenue per visitor rose 23.13%. The ranges were wide, so retest on your own store.
Which reviews work best at checkout?
Dave Diederen suggests reviews that answer a specific worry, such as shipping speed, sizing or quality over time. Generic five-star praise does less, in their view.
Don't reviews at checkout distract shoppers?
Not in this test. Completed orders went up, not down.
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@kasper_dolk@kasper_dolk@kasper_dolk@DaveDiederen@DaveDiederen