We were exploring whether adding a charity support message during checkout improved the conversion rates or user engagement. View the outcomes of this test.
Displaying a charity message in cart and checkout boosts customer motivation to complete purchases
Goal
Conversion rate
Result
+3.3% Conversion rate
Category
Cart
Outcome
Inconclusive
Before
After
IF we add a charity support message in the mini-cart and checkout, THEN the conversion rate will increase BECAUSE reinforcing social good creates emotional motivation to complete purchase.
What We Changed
- Added the message “Every Hat Purchase Helps Families” in the mini-cart.
- Placed the message below the subtotal in the checkout.
- Styled the message to match the site’s trust/support theme.
- Made the message static and always visible.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+7.1%
Click-through rate change
+4.1%
Add-to-cart rate change
+3.3%
Lift in conversion rate
Key Learnings
- The charity message slightly increased the conversion rate
- Social impact isn't a huge motivator for this customer base at the point of checkout.
- Improved add-to-cart rates indicate increased initial interest.
- A lower bounce rate suggests better engagement with the checkout process.
- The Average Order Value was thrown out by a large B2B order, so RPV was made inconclusive.
- Recommendation was to run again after excluding B2B traffic
Detailed results breakdown
Add-to-cart rate change
+4.1%
Average order value
-17.7%
Click-through rate change
+7.1%
Lift in conversion rate
+3.3%
Change in revenue per visitor
-13.0%
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30,000+ Monthly sessions.
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