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)
Streamlined Product Page Layout
Streamlining the product page layout drove a 9.0% conversion rate lift and 6.5% more orders, despite a decline in average order value.
+8.96% (CVR) CVR
Search & Navigation
Simplified Navigation Categories
Reducing navigation categories aimed to simplify the shopping experience but led to significant declines in conversion rate and revenue per visitor.
-20.67% (CVR) CVR
Product Page (PDP)
Sticky Top Add to Cart Bar with Size Selector
Introducing a sticky Add to Cart bar increased engagement and conversion rates by keeping purchase options always visible. Read on to discover the impact.
+2.2% Add-to-cart rate