# Value props below Add to Cart: conversion flat at 3.30%

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: USP bars & benefit icons, Money-back guarantee & returns, Shipping & delivery messaging
- 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/increase-pdp-revenue-with-clearer-value-propositions
- Page: https://liftarchive.com/test/travel-brand-pdp-value-props-below-atc/

Adding 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.

## Result

**conversion flat at 3.30%**

- 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.

## 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)

- 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.

## How to run this test

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

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/travel-brand-pdp-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.