USP Bar and Benefit Icon Tests on Checkout: 6 Examples, 4 with Results

Why USP bars matter on the checkout specifically

By checkout the shopper is one step from buying, but doubts come back: the return policy, whether the brand is legit, whether it will fit.

As Dave Diederen puts it, you haven't answered those questions since the product page.

A USP bar repeats the answers at the moment they matter.

Measured results

Dave Diederen added three USPs below the Pay Now button: satisfaction guarantee, orders shipped and delivery speed, with simple icons and short copy.

It won +9.90% conversion rate, +10.07% revenue per visitor and +10.79% profit per visitor, with no change in AOV.

Dave Diederen calls it one of the easiest wins they keep finding.

An earlier Dave Diederen test added three trust USPs to the checkout banner and three more below the main CTA, modelled on Javvy. It won +20% checkout conversion rate.

Peter Christensen's leading variant stated how many customers trust the brand and listed three USPs with icons.

While the split test was still running, it was taking checkout conversion from 69% to 76%.

For an international Shopify Plus client, Kasper Dolk's team built custom checkout blocks with store USPs, reviews and an upsell.

The client reported conversion rate of 3.8% (+24%) month to date against the previous period and over $400K extra revenue per month.

Sessions rose +58% over the same period and three changes went live together, so the USP blocks' share is unknown.

A

→

B

+10.07% revenue per visitor

Added 3 USPs (guarantee, orders shipped, delivery speed) below the Pay Now button on checkout

CheckoutMoney-back guarantee & returns@DaveDiederen

A

→

B

checkout conversion 69% to 76%

Added a customer trust count and 3 USPs with icons to the checkout

CheckoutSocial proof, authority & press@peterac_

A

→

B

Conversion rate 3.8% (+24%) month to date vs previous period

Checkout blocks with store USPs, reviews and a checkout upsell

CheckoutReviews & star ratings@kasper_dolk

A

→

B

+20% checkout conversion rate

Added 3 trust USPs to the checkout banner and below the main CTA

CheckoutUSP bars & benefit icons@DaveDiederen

Losing or flat tests

None have been reported. The only flat number is AOV in Dave Diederen's Pay Now test, which is expected: USPs reassure buyers rather than adding items.

Peter Christensen's result was mid-test, so the final number may differ.

Untested ideas

• Dave Diederen suggests adding an order-reserved timer, a "free shipping reached" message, shipping protection, brand USPs and reviews beside the order summary, plus FAQs on the main objections.
• Kasper Dolk suggests a money-back guarantee block under the checkout total saying "Less than 1% of customers use our Money Back Guarantee", followed by a secure-payments note.

Placement and design patterns that won

• Use three. Three of the four wins used exactly three USPs.
• Put them near the pay button. Both Dave Diederen wins placed USPs below the main CTA.
• Talk about the order, not the product. Guarantee, shipping and delivery speed answer last-minute doubts better than product benefits.
• Add a number. Peter Christensen's variant led with how many customers trust the brand.
• Keep it short. Simple icons and short copy, repeated from earlier in the journey.

How to test it

Add the USPs as a single change and track checkout completion rate and revenue per visitor.

Let the test finish before you call it, and use the significance calculator to check the result.

Related tests elsewhere on the store

See product page USP bar tests, every USP bar test, trust badge tests and checkout upsell tests.