In this case study, we explore the impact of highlighting shipping, reviews, and security information on the homepage and its effect on conversion rates and revenue generation. After running tests for 12 days, the results showed significant improvements in both desktop and mobile user experiences.

Online consumers demand quick and seamless experiences when browsing and shopping. Research suggests that shipping information, customer reviews, and security assurances are critical factors in consumers’ decision-making processes. Shipping information provides a sense of trust and transparency, while customer reviews help build credibility. Security assurances, on the other hand, ensure customers that their personal information and transactions will be safeguarded.

Desktop Mockup:

Control Version:

Test Version:

Mobile Mockup:

Control Version:

Test Version:

Results:

1. Desktop:
   • 51.6% increase in order completion rate
   • 57.9% increase in revenue per visitor
   • 93% confidence level, close to statistical significance
2. Mobile:
   • 68.9% increase in order completion rate
   • 40.9% increase in revenue per visitor
   • 97% confidence level, indicating statistical significance

We also saw an increase in conversions in all steps of the funnel (users proceed to the collections pages, users proceed to the product pages, users proceed to the cart page, users proceed to the checkout page, and users complete their purchase).

With mobile results reaching statistical significance, we recommended rolling out the changes live for mobile users. Although desktop results were close to statistical significance at 93%, we still advised implementing the changes for desktop users

The tests conducted in this case study clearly demonstrate the benefits of highlighting shipping, reviews, and security information on the homepage. By implementing these changes, online retailers can expect to see an increase in conversion rates and revenue generation, leading to a more profitable and successful e-commerce business.