A/B test: show a support phone or WhatsApp in the checkout
If we show a support phone number or WhatsApp in the checkout, then orders will rise, because knowing someone is on the other side reassures people who do not know the brand.
By Fernando Blanco Dosil · Updated November 2, 2026
Why it can work
Buying from a store you don't know means trusting someone you have never met. When it is time to enter a card, that doubt grows: what if it never arrives, what if I need to return it, who do I complain to?
A phone number or WhatsApp doesn't have to be used. It just has to be there. It says there is a person, you can message them, and the store isn't going to vanish.
How to set it up
Check your platform first. Many of them restrict what can be changed inside the checkout, and Shopify is the strictest: there you may only be able to run this test in the cart or on what shoppers see before paying. On WooCommerce or PrestaShop the checkout is just another page of your site and can be tested like any other.
In Bixlow you describe the change to the agent, it builds it on your site and launches it as an A/B test once you approve it. A/B tests are on the paid plans, starting with Standard.
- Write one short line: “Questions about your order? Message us on WhatsApp, Monday to Friday, 9 am to 6 pm”, with the number.
- In the variant, place it near the pay button or at the top of the checkout. If you can't change the checkout, put it in the cart.
- Only list hours you will actually keep.
- Run it on new visitors, who are the ones who don't trust you yet.
What to measure
| Metric | |
|---|---|
| Primary metric | Orders per new visitor |
| Metric that must not get worse | Support load (messages per order) |
| Where it is measured | On the order confirmation page |