# Customer reviews inside the shopping cart: +9.5% click-through

- Outcome: Won
- Page type: Cart (Ecommerce)
- Elements: Reviews & star ratings, Social proof, authority & press
- Test run by: [Bunzl Retail & Industry](https://liftarchive.com/practitioners/bunzl-retail-industry/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/bunzl/
- Page: https://liftarchive.com/test/verzendverpakkingenshop-cart-customer-reviews/

Adding customer reviews inside the shopping cart lifted conversions, with the source listing a 9.5% rise in click-through to checkout. Bunzl Retail & Industry ran this A/B test on its packaging supplies store Verzendverpakkingenshop, and it was published as a VWO case study. The 9.5% figure appears in the case study's headline numbers but is not tied to this test in the text.

## Result

**+9.5% click-through**

- Click-through to checkout: +9.5%, as listed in the case study's headline results.
- The text itself only says the cart test delivered an uplift in conversions, without a number.
- No sales or revenue figure was given for this test.

## Control

The shopping cart showed the order with no customer reviews.

## Variant

Customer reviews were placed inside the cart, close to the step where shoppers decide whether to continue to checkout.

## Why it likely won (our reading)

- Session recordings showed shoppers pausing in the cart and going back to earlier pages, a sign of last-minute doubt.
- Reviews at that moment remind shoppers that other buyers were happy, which may settle the doubt.
- The same team had already seen reviews work on the homepage, so the idea had support before the test.

## Caveats

The 9.5% figure is not explicitly linked to this test in the source, and no duration, sample size or confidence level was shared. The store leans B2B.

## How to run this test

- Hypothesis: If we show a few customer reviews inside the cart, then more shoppers will continue to checkout because the reviews ease doubt at the final step.
- Primary metric: Cart-to-checkout click-through rate
- Guardrail: Completed orders
- Guardrail: Average order value
- Guardrail: Cart page load time
- Who should test it: Stores that see shoppers stall or bounce back from the cart, and that have real, recent reviews to show. If your cart is already a quick hop to checkout with low drop-off, the space may be better used elsewhere.

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Credit: Bunzl Retail & Industry ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/verzendverpakkingenshop-cart-customer-reviews/).
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.