Pattern #15: Bulleted Reassurances

Pattern #15  Tested 18 timesFirst tested by Martin Wong Recently tested by Jakub Linowski on Jul 16, 2026

Based on 18 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Bulleted Reassurances (Variant A) Bulleted Reassurances (Variant B)

Expected Median Effects Of B

X.X%

Progression

(9 tests)

X.X%

Leads

(3 tests)

X.X%

Signups

(1 tests)

-

Engagement

X.X%

Sales

(12 tests)

X.X%

Revenue

(4 tests)

-

Retention

-

Referrals

X.X%

ANY PRIMARY

(18 tests)

All 16 tests meta-analyzed: +X.X% combined effect (p-val X.XXXX)

69.5% of 90% cumulative power target at 1% MDE from 16 tests Help replicate this with an A/B test

90%
↓
3.1% 5.5% 4.2% 7% 4.7% 3% 5.5% 8.1% 14.2% 18.5% 10.3% 10.3% 4.4% 4.1% 5.6% 4.5%
Product 8 tests: X%
Home & Landing 2 tests: X%
Listing 1 test: X%
Checkout 4 tests: X%
Shopping Cart 1 test: X%

Tested on

Tests

Pattern #15: Bulleted Reassurances
Was Tested by Jakub Linowski

Replaced

Isolated

Test # 662 Jul 16, 2026 Test link

Find Out How It Did With 2,181 Visitors

  • Measured by checkout visits

  • Measured by completed orders

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Shopping Cart
Statistical Power by Minimum Detectable Effect
3%0.5%
4.5%1%
7.6%2%
26%5%
75.4%10%
80%10.6%
97.9%15%
99.9%20%

In this checkout funnel experiment, instead of showing order details and reassurances in a labeled key-value format (e.g., "Club Length: 6 Months"), they were condensed into an unlabeled bullet list. Media logo badges were also removed. Impact on checkouts and sales was measured.

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The Same Pattern Was Also Tested Here

Added

Isolated

Test # 619 on Aboalarm.de by Katharina LayKatharina Lay Nov 23, 2025 Test link

Find Out How It Did With 9,437 Visitors

  • Measured by total sales

  • Measured by total revenue

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Checkout

In this experiment, reassuring copy was added to 2 of 3 pricing plans of a contract cancellation service. The copy was translated as "Cancellation guarantee. Contract cost coverage and legal support included!” Impact on overall revenue was measured.

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Replaced

Isolated

Test # 552 on Tourradar.com by Clemens GraveClemens Grave Sep 19, 2024 Test link

Find Out How It Did With 432,567 Visitors

  • Measured by visit next step

  • Measured by added details

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Product
Statistical Power by Minimum Detectable Effect
4%0.5%
5.6%1%
11.1%2%
44.7%5%
80%7.7%
95.1%10%
99.9%15%
99.9%20%

In this experiment, existing reassurance copy was changed. The control contained copy that focused on splitting payments and paying over time. The variation challenged this and showed a best price guarantee and the ability to earn credits. 

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Added

Isolated

Test # 513 on Dripl.de by Jona EisenbergerJona Eisenberger Jan 23, 2024 Test link

Find Out How It Did With 69,221 Visitors

  • Measured by adds to cart (once)

  • Measured by completed orders

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Product
Statistical Power by Minimum Detectable Effect
3%0.5%
4.1%1%
6.3%2%
18.7%5%
56.1%10%
80%13.4%
88%15%
98.5%20%

In this experiment of a floor cleaning product, a reassurance about product uses was appended to two cleaning agent upsells. In the control users saw the 2 standard upsells for laminate and tiles. And in the variation the copy "Right for me. 100x Cleanings" (uses) was appended. 

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Added

Isolated

Test # 481 on Backstage.com by Stanley ZuoStanley Zuo Jul 14, 2023 Test link

Find Out How It Did With 5,616 Visitors

  • Measured by next step visits

  • Measured by completed purchases

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Checkout
Statistical Power by Minimum Detectable Effect
3%0.5%
4.4%1%
7.3%2%
24.3%5%
70.8%10%
80%11.2%
96.2%15%
99.9%20%

In this experiment, selling points and benefits of a subscription were placed as bullets at the top of a checkout page. The benefits highlighted things such as: unlimited applications, access to vetted jobs and the ability to cancel anytime. Impact on sales was measured.

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Added

Isolated

Test # 479 on Aboalarm.de by Daria KurchinskaiaDaria Kurchinskaia Jun 15, 2023 Test link

Find Out How It Did With 104,863 Visitors

  • Measured by total revenue

  • Measured by completed purchases

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Checkout
Statistical Power by Minimum Detectable Effect
5%0.5%
10.3%1%
28.2%2%
80%4.1%
93%5%
99.9%10%
99.9%15%
99.9%20%

In this experiment, a list of benefits were shown for each of the 3 plans on the last step of a contract cancelation service. Benefit items not included in the lower plans were also shown with grayed out styles (and an "x"). Clearly the higher paid plan had all the benefits listed. Impact on transactions was measured. 

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Added

Isolated

Test # 480 on Aboalarm.de by Daria KurchinskaiaDaria Kurchinskaia Jun 15, 2023 Test link

Find Out How It Did With 104,902 Visitors

  • Measured by total revenue

  • Measured by completed purchases

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Checkout
Statistical Power by Minimum Detectable Effect
5%0.5%
10.3%1%
28.2%2%
80%4.1%
93%5%
99.9%10%
99.9%15%
99.9%20%

In this experiment, a list of benefits were shown for each of the 3 plans on the last step of a contract cancelation service. The lowest plan only had one benefit, whereas the highest plan had 3. Impact on transactions was measured. 

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Replaced

Isolated

Test # 465 Apr 22, 2023 Test link

Find Out How It Did

  • Measured by Revenue Per User

Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Product

In this product detail page experiment, a number of reassurances were brought out visually in a lined or bulleted way. The 4 reassurances included: free shipping and returns; Made in Germany, 90 Day Returns; and Buy With Invoice (popular in Germany). Impact on revenue per user was measured. The control contained very feint copy (smaller and more subtle) about free shipping.

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Replaced

Isolated

Test # 461 on Snocks.com by Melina HessMelina Hess Mar 23, 2023 Test link

Find Out How It Did With 522,417 Visitors

  • Measured by completed transactions

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Product
Statistical Power by Minimum Detectable Effect
8%0.5%
18.5%1%
56.3%2%
80%2.7%
99.9%5%
99.9%10%
99.9%15%
99.9%20%

In this product detail page experiment, reassurances under the add-to-cart button were rearranged. The control contained copy about: free shipping and free returns formatted as two gray boxes, with a variety of payment methods and their corresponding logos underneath.

The variation used a more convention bulleted, line-by-line format. It also contained free shipping and returns, but also elaborated with "100 day returns", an "anti-hole guarantee", and "purchase with invoice" (perhaps more popular in Germany?). Impact on sales was measured.

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Added

Isolated

Test # 412 on Volders.de by Frederik FröhleFrederik Fröhle May 16, 2022 Test link

Find Out How It Did With 53,120 Visitors

  • Measured by successful cancellations

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Checkout
Statistical Power by Minimum Detectable Effect
6%0.5%
14.2%1%
42.6%2%
80%3.2%
99.3%5%
99.9%10%
99.9%15%
99.9%20%

The Volders experimentation team assumed that adding information about how long it might take to get a cancellation confirmation near a CTA Button would result in higher cancellation requests (the paid service being offered).

The variation contained additional copy translated from German to: "Most of our users receive their cancellation confirmation from <vendor> within 14 days by email or letter."

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Added

Isolated

Test # 376 on Snocks.com by Samuel HessSamuel Hess Sep 29, 2021 Test link

Find Out How It Did With 136,126 Visitors

  • Measured by adds to cart

  • Measured by completed transactions

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Product
Statistical Power by Minimum Detectable Effect
5%0.5%
8.1%1%
20.1%2%
79.6%5%
80%5%
99.9%10%
99.9%15%
99.9%20%

In this experiment, a series of reassurances were added just below the add to cart button. These included: "free shipping", "free returns" and an "anti-hole guarantee". The test ran on the product page of an socks ecommerce company. Impact on sales was measured.

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Replaced

Isolated

Test # 104 on 3dhubs.com by Rob DraaijerRob Draaijer Mar 31, 2021 Test link

Find Out How It Did With 50,698 Visitors

  • Measured by placed quotes

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Listing
Statistical Power by Minimum Detectable Effect
4%0.5%
5.5%1%
10.7%2%
43%5%
80%7.9%
94.2%10%
99.9%15%
99.9%20%

This experiment attempted to increase the number of leads on a lead-funnel. As the first step, users were being asked to upload a file. The control showed the file types that were allowed, whereas the variation changed the copy to show a number of benefits for taking that action. The text-based benefits included the: receiving feedback, prices and lead times.

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Replaced

Isolated

Test # 184 on Bomgar.com by Lee ElkinsLee Elkins Jun 25, 2018 Test link

Find Out How It Did With 5,455 Visitors

  • Measured by visits to next step

  • Measured by step 2 visits

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Home & Landing
Statistical Power by Minimum Detectable Effect
3%0.5%
3%1%
3.5%2%
5.7%5%
11.2%10%
19.5%15%
30.5%20%
80%40.4%

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Added

Isolated

Test # 152 on Reverb.com by Nicholas EvansNicholas Evans Feb 13, 2018 Test link

Find Out How It Did With 487,851 Visitors

  • Measured by offers started

  • Measured by sales from offers & direct buys

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Product
Statistical Power by Minimum Detectable Effect
3%0.5%
4.7%1%
8.2%2%
29.3%5%
79.9%10%
80%10%
98.6%15%
99.9%20%

Get Access To See The Test Results

Added

Isolated

Test # 106 on Examine.com by Martin WongMartin Wong May 23, 2017 Test link

Find Out How It Did With 10,576 Visitors

  • Measured by checkout page visits

  • Measured by total sales

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Product
Statistical Power by Minimum Detectable Effect
3%0.5%
3.1%1%
3.7%2%
6.5%5%
13.9%10%
25.3%15%
40%20%
80%33.8%

Three reassurances were added underneath each purchase button: Lifetime Updates, Works On All Devices and Money-Back Guarantee.

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Added

Isolated

Test # 95 on Vivareal.com.br by Rodrigo MauésRodrigo Maués May 01, 2017 Test link

Find Out How It Did With 20,832 Visitors

  • Measured by successful form submits

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Home & Landing
Statistical Power by Minimum Detectable Effect
4%0.5%
7%1%
16.1%2%
67.6%5%
80%5.8%
99.8%10%
99.9%15%
99.9%20%

Get Access To See The Test Results

Added

Isolated

Test # 87 on Vivareal.com.br by Rodrigo MauésRodrigo Maués Mar 01, 2017 Test link

Find Out How It Did With 102,305 Visitors

  • Measured by form submits

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Product
Statistical Power by Minimum Detectable Effect
4%0.5%
5.5%1%
10.9%2%
44%5%
80%7.8%
94.7%10%
99.9%15%
99.9%20%

Get Access To See The Test Results

Replaced

Isolated

Test # 79 by Chris GowardChris Goward Jan 10, 2017 Test link

Find Out How It Did With 11,006 Visitors

  • Measured by with total adds to cart

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Bulleted Reassurances - Variant A A
Bulleted Reassurances - Variant B B
Product
Statistical Power by Minimum Detectable Effect
3%0.5%
4.2%1%
6.7%2%
21%5%
62.8%10%
80%12.3%
92.5%15%
99.4%20%

Get Access To See The Test Results

Leaks

Leak #93 from Walmart.com   |   May 16, 2023 Product

Walmart A/B Tests Shipping Choices Vs Shipping Reassurances

A - Mar 31, 2023
B - Mar 31, 2023 IMPLEMENTED

Walmart recently ran an a/b test on their product detail pages that showed shipping information in two different styles. On one hand (here shown as A) shipping options were shown as a button choice. Whereas in the variation, all shipping information was fully expanded and readable bullets. View Leak

+0.5 Evidence

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.