Brand value props below add to cart: +149.71% conversion (UK)
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsBrand-based value points placed below the add-to-cart button lifted conversion rate by 149.71% on a sports nutrition brand's UK site.
Blend Commerce ran this two-week A/B/C test on both the UK and Ireland sites.
The Ireland site did worse with the change and kept the original page.
- UK conversion rate, brand-based points: +149.71%. The winning variant.
- UK conversion rate, product-based points: +66.47%. Also well above the original.
- Ireland site: performed worse with the value points and reverted to the original. The size of the drop was not shared.
- A lift this large usually points to a small sample, so treat the exact figure with caution.
The change
The variant adds brand trust points directly below the add-to-cart button.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product pages had no value propositions below the add-to-cart button.
Variant
Brand-based points, such as product testing and quality assurance, appeared below the add-to-cart button on every product page. A second variant used product-benefit points instead, such as workout performance.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Points about testing and quality assurance answer trust questions that matter for supplements, right where shoppers decide.
- Brand-based claims may reassure new visitors more than product benefits they have already read about higher up.
- Ireland shoppers seemed to know the brand already, so the extra block may have felt like clutter in the way of other details.
Caveats: The test ran for two weeks, and sample size and confidence were not shared. The very large UK lift suggests a small sample, and the opposite result in Ireland shows the effect depends on the audience.
Who ran it
Blend Commerce ran this test for a sports nutrition brand and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we add brand trust points below the add-to-cart button, then more shoppers will buy because their quality and safety questions are answered at the moment of decision.
- Primary metric
- Conversion rate on product pages
- Guardrails
- Add-to-cart rate
- Revenue per visitor
- Results split by market or new vs returning visitors
- Who should test it
- Brands selling products where trust and quality matter, such as supplements, to an audience that does not yet know them. It may not help, or may hurt, where shoppers already know the brand well.
Questions
What should go below the add-to-cart button?
Short points that remove last doubts, such as quality testing, guarantees or delivery info.
This test found brand trust points beat product benefits on one site.
Why would the same change win in one country and lose in another?
Audiences differ. Here the Ireland shoppers seemed more familiar with the brand, so the extra reassurance may have got in their way.
Brand-based or product-based value propositions?
On the UK site both helped, but brand-based points did far better: +149.71% against +66.47%.
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