Does reassuring checkout hero copy lift mobile conversion?

We rewrote the mobile checkout hero copy to focus on finishing the registration and to ease worries about renewal fees. Over 12 days, conversion fell 1.0%, short of our confidence bar.

Not significant Mobile 12 days Not called

SURFACE

Checkout

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By rewriting the hero copy to focus on finishing the registration and ease worries about fees, we will reduce anxiety, resulting in more order starts and completions.

Checkout is where visitors see what they owe, and fees can cause doubt. Copy that speaks to that doubt and keeps the goal in view looked like a way to keep more visitors moving.

What we changed

Checkout hero copy rewritten to ease worries about renewal fees

Var A replaced the hero copy at the top of the mobile checkout with copy focused on completing the registration and on easing concerns about the renewal fees. The layout and form stayed the same.

VAR A: REDUCE ANXIETY

Hero copy focused on completing registration
Copy eases concerns about renewal fees

The result

Conversion fell 1.0% with the new hero copy, short of our confidence bar

CONVERSION RATE

-1.0%

Over 12 days, the new copy converted 1.0% worse than the original. Completed orders trended up in the first week, but the results ended flat, so we paused the test after 12 days and moved on to the next round.

What we would do next

Put reassurance where visitors are already looking

The flat result suggests visitors may not read the copy in the hero banner on this page. Our next mobile checkout test moved the reminder out of the banner and into a fixed bar showing the order.