# Testing Checkout Microcopy and Button Subtext

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/testing-checkout-microcopy-and-button-subtext

## Hypothesis

If one of the two texts states the same information more clearly, shoppers may grasp what happens next more easily and hesitate less. That could give the arm showing that text the better purchase conversion rate (CR).

## When to run this test

Form errors clustered around one checkout field, repeated support questions about it, or session recordings of shoppers pausing at its copy suggest that the explanation there is hard to follow. If clarity is the issue, shoppers who see the clearer copy move on to the CTA or form step with less hesitation. If the real source of the pause is price, a payment error or another obstacle in the flow, deal with that before running a copy test. Review both texts before launch so they stay relevant to the checkout step and avoid misleading, exaggerated or pressuring language.

## Primary metric

**Purchase conversion rate (CR)**: Compare purchases among all eligible checkout visitors assigned to each copy version.

## Other metrics

- **CTA click-through rate**: Compare clicks on the CTA beside the copy being tested.
- **Relevant form completion rate**: Measure completion of the checkout step where the copy appears.
- **Checkout abandonment rate**: Compare assigned visitors who leave checkout before completing an order.
- **Step completion time**: Measure time from viewing the copy to completing the next checkout step using the same events.

## What to check before and during the test

- **Copy**: Choose one checkout microcopy location. Compare the existing line with a shorter, clearer version that communicates the same information; approve both texts before launch.
- **Keep constant**: Leave the CTA, price, visuals, placement and checkout flow unchanged.
- **Behavior**: Review the related CTA or form-step interaction alongside purchase conversion.
- **Audience**: New and returning visitors can be reviewed separately using the same assignment rules.
- **Next test**: Test tone, placement or a different reassurance message separately.

## What to watch when reading the result

- Purchase conversion decides this test. CTA click-through rate and relevant form completion rate show whether the difference comes from the spot where the copy sits; more CTA clicks with flat conversion or higher checkout abandonment are not enough to pick a text.
- The finding covers only the checkout field you chose and these two texts; test the same wording separately before using it in another field. Read new and returning visitors apart; tone, placement or a different reassurance message should be tested on its own.
- A small wording change may have a small effect, so do not read an unclear result as proof that the two texts perform the same. When planning, put your current conversion rate and the smallest relative lift worth acting on into the [sample size calculator](https://alidemirbas.com.tr/en/calculators/sample-size-calculator). If the sample it asks for per text is more than your traffic can supply, this test cannot detect a difference that small.
- Measure step completion time with the same start and end events in both arms. Keep both texts short; longer copy is harder to read and can slow the step down. On mobile, check separately that neither version crowds the screen.

## Frequently Asked Questions

### Which checkout microcopy should be A/B tested first?

Start with an explanation near observed errors, hesitation or repeated support questions. Compare a clearer alternative that communicates the same information. Fix both texts before launch and use purchase conversion as the primary outcome.

### What should be monitored besides conversion?

CTA clicks and completion of the relevant form step help explain behavior near the copy. Measure step-completion time using identical start and end events in both arms.

### Can the alternative copy be more persuasive?

It must remain accurate and relevant. Avoid unsupported claims, pressure and unrelated promotions. Keep it readable. This comparison tests a clearer explanation of the same information rather than a different offer.