Does confirming language in the checkout heading lift conversion?

Visitors reach checkout after we look up their registration. We tested 2 headings that confirmed where they stood, each with a final step subhead. Over 8 days, conversion fell 2.6% and 3.6%, short of our confidence bar.

Not significant Responsive 8 days Not called

SURFACE

Checkout

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By using confirming language in the checkout heading, we will reassure visitors that they are nearly done, resulting in more completed registrations.

Checkout is the last step before visitors pay. Telling them their registration was found, or that this is the final step, could build confidence right before they commit.

What we changed

Confirming checkout headings with a final step subhead

Var A changed the heading to say the registration was found. Var B changed it to Complete Registration. Both added a subhead marking this as the final step.

VAR A: REGISTRATION FOUND

Heading confirms the registration was found
Final step subhead added

VAR B: COMPLETE REGISTRATION

Heading changed to Complete Registration
Final step subhead added

The result

Conversion fell 2.6% and 3.6%, short of our confidence bar

CONVERSION RATE

-2.6%

VAR B CONVERSION

-3.6%

Over 8 days, the registration found heading (Var A) converted 2.6% worse than the original, and the complete registration heading (Var B) 3.6% worse. Neither gap reached our confidence bar, but conversions trended down for both versions on mobile and desktop, so we paused the test after 8 days.

What we would do next

Test language that confirms the lookup is complete

Neither heading gave visitors more confidence to finish. A heading that confirms the lookup itself is complete, and sets expectations for what comes next, is the angle we noted to test next.