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2,140 reviews and none of them selling
Two quick wins and one test that changed how we think about reviews. Plus Shopify’s Fall ’26 drop and 2 homepage teardowns
Oliver Kenyon
November 04, 2026
Hey optimizer,
A vacuum cleaner brand had 2,140 reviews on their product page, and almost nobody was reading them.
We used a post purchase survey to find the two that mattered. Moving them up the page added five figures in monthly revenue, and that’s this week’s A/B test.
Don’t skip the quick wins either. One of them is three lines of text in a mini cart, and it lifted conversion rate by 9.1% for a seven figure tech brand.
01 / ROUNDUP
Weekly Content Roundup
Get the latest and greatest CRO content from around the web.
02 / CLIENT RESULTS
"Top notch work, excellent team and process."
That's the whole job in seven words.
Want a team that cares this much about your store? Let's talk.
03 / CRO QUICK WINS
1. CRO Quick Win #1 🧨
Put a trust bar directly under your navigation.
Not in the announcement bar. That's for your offer. The trust bar is for the doubts.
Get it right:
1. Three items, max. A fourth gets skimmed, not read.
2. Pick them from your post-purchase survey answers to "what nearly stopped you buying?", not from the list of things you're proud of.
3. Be specific. "Free returns" is fine. "Free 60-day returns, even if worn" closes the sale.
4. Don't let it rotate on mobile. Show your strongest one static, or let people swipe.
5. Make every item tappable, opening the policy in a drawer, so nobody leaves the page to check.
On Shopify you don't need an app for this. Most themes let you add a second announcement bar section under the header, or it's a small custom section.
One rule: whatever the bar promises, your policy pages and checkout have to say exactly the same.
2. CRO Quick Win #2 🧨
Put three lines directly under your checkout button.
Delivery. Returns. Payment.
That's where the last doubts show up. Most stores answer them on a shipping page nobody leaves the cart to read.
Keep each line specific. A delivery day, not "fast shipping". A returns window, not "hassle-free returns".
We added exactly this to the mini cart of a seven-figure tech brand.
+9.1%
CONVERSION RATE
+9.5%
REVENUE PER VISITOR
On Shopify it's a few lines in your cart drawer, or a text block if your theme has one. No app needed.
04 / A/B TEST OF THE WEEK
One question worth five figures a month
A post purchase survey was worth $63,735 a month to an ecom brand selling vacuum cleaners
They had 2,140 reviews on the product page, all of them doing nothing, because they sat nine screens down.
Every store has this.
Reviews get their own section near the bottom, sorted by most recent, and the visitor who would have been convinced by them has already gone. The proof exists.
It’s just filed somewhere the decision isn’t being made.
So we asked buyers what had nearly stopped them buying. Two answers kept coming back: the brush bar tangling on long pet hair, and having to empty the bin by hand.
Then we went looking for the two reviews that answered exactly those worries, and moved them directly beneath the add to cart button.
That’s the part people skip. We passed over the most glowing reviews on the page and picked the two that killed a specific objection at the exact moment it arrived.
+$63,735
MONTHLY REVENUE
43 cents more per session. Two reviews moved.
Without the survey you’d pick the five star review that says “great product, fast delivery”, which reassures nobody because it addresses nothing.
A five star average tells someone other people were happy.
The right review tells them their particular worry is unfounded.
05 / PARTNER WITH US
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