# Brand value props below add to cart: +149.71% conversion (UK)

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: USP bars & benefit icons
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/149-increase-in-conversion-rate
- Page: https://liftarchive.com/test/sports-nutrition-brand-value-props-below-atc/

Brand-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.

## Result

**+149.71% conversion (UK)**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Add-to-cart rate
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/sports-nutrition-brand-value-props-below-atc/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.