Displaying a charity message in cart and checkout boosts customer motivation to complete purchases
Discover how a charity support message in checkout drove a +3.3% increase in conversion rates and enhanced customer engagement. Explore the insights!
Metric
Conversion rate
Lift change
+3.3%
Control
Variation
IF we add a charity support message in the mini-cart and checkout, THEN the conversion rate will increase BECAUSE reinforcing social good creates emotional motivation to complete purchase.
What We Changed
- Added the message “Every Hat Purchase Helps Families” in the mini-cart.
- Placed the message below the subtotal in the checkout.
- Styled the message to match the site’s trust/support theme.
- Made the message static and always visible.
Detailed breakdown
Conversion Rate
+3.3%
Add-to-Cart Rate
+4.1%
Bounce Rate
-9.1%
Key Learnings
- The charity message slightly increased the conversion rate
- Social impact isn't a huge motivator for this customer base at the point of checkout.
- Improved add-to-cart rates indicate increased initial interest.
- A lower bounce rate suggests better engagement with the checkout process.
- The Average Order Value was thrown out by a large B2B order, so RPV was made inconclusive.
- Recommendation was to run again after excluding B2B traffic
