Value props below Add to Cart: conversion flat at 3.30%
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a reassurance block below the Add to Cart button left conversion rate unchanged at 3.30% for a premium travel equipment brand.
Blend Commerce ran this A/B test in Intelligems across 99,754 visitors.
Revenue per visitor and order value rose about 2%, but the result was not significant, so we treat it as inconclusive.
- Conversion rate: 3.30% in both versions, so no change.
- Revenue per visitor, average order value and checkout-begin rate: each about +2%, but not statistically significant.
- Add-to-cart rate: about -1%, a small dip.
- The brand launched the block anyway, as a directional call rather than a proven win.
The change
Key brand promises move from the footer to just below Add to Cart.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page kept the brand's key promises, such as shipping, returns and guarantee, in the site footer only.
Variant
A new block below Add to Cart listed free-shipping guidance, fast order processing, 30-day returns and the brand's product guarantee.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Shoppers may have already known about shipping and returns, so moving the message added little new information.
- Reassurance may help buyers choose pricier items rather than convince more people to buy, which fits the small order value gain.
- A 2% change is hard to detect, even with nearly 100,000 visitors.
Caveats: Intelligems reported the test did not reach statistical significance, so the 2% revenue gains are directional only. Duration was not shared.
Who ran it
Blend Commerce ran this test for a premium travel equipment 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 show shipping, returns and guarantee messages right below Add to Cart, then conversion will rise because buyers get reassurance at the moment they decide.
- Primary metric
- Conversion rate
- Guardrails
- Add-to-cart rate
- Revenue per visitor
- Average order value
- Who should test it
- Premium brands with many new visitors whose promises are hidden in the footer. If your returns and shipping terms are already well known or shown elsewhere on the page, expect little change.
Questions
Should I put trust messages under the Add to Cart button?
It is a common test, but here conversion did not move.
It may help more when buyers are new and the promises are hard to find elsewhere.
Why launch a change that didn't win?
Some teams ship a change that does no harm and might help, then watch revenue after launch.
That is a business call, not proof the change works.
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