Do value prop graphics beat icons on the checkout page?
Our checkout showed its value props as small icons. We tested graphic images that carried the same value props, with nothing else changed. Conversion rose 65.3% and revenue per visitor rose 54.5% over 15 days, but the result did not reach our confidence bar.
Not significant Responsive 15 days Not called
The hypothesis
By showing the checkout value props as graphic images instead of icons, we will make them easier to notice and trust, resulting in more completed orders.
An earlier checkout test added shipping value props with icons to ease worry about how orders arrive, and it lifted conversion. This test built on that win.
The question was whether richer graphics would make the same messages land harder than small icons.
What we changed
We swapped the checkout value prop icons for graphic images.
The control showed each value prop with a small icon. Var A kept the same messages and replaced each icon with a graphic image. Nothing else on the checkout changed.
- Replaced value prop icons with graphic images
- Kept the same value prop messages
The result
Conversion rose 65.3% over 15 days without reaching our bar.
Var A lifted conversion 65.3% and revenue per visitor 54.5% over 15 days. Early results were strong, so we let it run an extra week, but it never reached our confidence bar.
Revenue per visitor rose less than conversion, which puts average order value down about 6.5%. With a lift this large, a small number of orders can swing the result.
What we would do next
Rerun the graphics long enough to confirm the size of the lift.
Conversion and revenue per visitor both pointed the same way, and the graphics went live after the test. A longer rerun, with an eye on order value, would show how much of the lift is real on this checkout.