Adding trust-building icons to the checkout page increased customer confidence and reduced purchase hesitation. Learn how these changes impacted key metrics.
Trust-building icons boost checkout confidence and conversions
Goal
Conversion rate
Result
+0.9% Conversion rate
Category
Cart
Outcome
Inconclusive
Before
After
IF we display trust-building icons (i.e. credit cards, guarantees, etc) during checkout, THEN customers will be more likely to proceed to the next step, and ultimately checkout more frequently BECAUSE visitors will have fewer subconscious doubts about the brand's trustworthiness.
What We Changed
- Added “10% for Conservation” icon.
- Added “45-Day Easy Returns & Exchanges” icon.
- Added “Built for Harsh Conditions” icon.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+3.6%
Change in revenue per visitor
3.21%
Revenue change
+2.1%
Average order value
Key Learnings
- Conversion rate and Add to cart didn't move enough for this experiment to be declared a winner.
- It seems customers aren't as moved by reassurances on the checkout page as they were before Covid
- There numbers on the checkout suggest there are other forces impacting customer's decision to bounce vs purchase
- Recommendation: run this test again, but try different points friction
Detailed results breakdown
Add-to-cart rate change
+1.9%
Average order value
+2.1%
Click-through rate change
-0.4%
Lift in conversion rate
+0.9%
Change in revenue per visitor
+3.6%
Free Trial
Start with 3 experiments.
Zero cost.
Get a taste of our service. We'll analyze your store, pinpoint low-hanging fruit, design, implement and test solutions to lift your conversion rate in 30 days.
Who qualifies?
30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
Our specialty - we don't work with other platforms.
Investing in paid traffic.
We work with stores committed to growth, not hobbyists.
Ready to invest in systematic CRO.
You understand testing takes time - no magic bullets.
Why free?
The best proof is results. Three real experiments show you exactly how we work and whether it drives revenue for your specific store. You keep everything - no strings attached.
Our bet
We're confident enough in our process to invest our time upfront. If the tests work, you'll see the value in continuing at $5,950/month. If not, you got free optimization work.
Limited spots
We take only 4 free trials monthly to maintain quality. Each trial gets our full attention and expertise. If you qualify, secure your spot before this month fills up.
Other experiments we've run
Product Page (PDP)
Display Product Badges on Main Image
Updating product pages to show badges on the main image led to mixed results in conversion rates across devices. Discover the impact on user engagement and revenue.
-0.5% Conversion rate
Cart
Visual free shipping progress indicator
A visual indicator was added to the minicart to show how close users are to free shipping. Discover how this change impacted user behavior and average order value.
-5.9% Conversion rate
Product Page (PDP)
Enhanced Parent and Kid Testimonials Boost Trust
We added user-generated content with parent testimonials to the product pages. Here’s how those updates moved the needle on key metrics.
+15.0% Revenue per visitor (RPV)