DFO Case Study: Shipping Insurance at Checkout
How Direct Focus Online (DFO) added an opt-in shipping insurance offer to its order pages, and what it reported about conversion and order value.
See the resultsReviewed by Kyle Gibson, Compliance Auditor · Updated October 2026
At a glance
| Item | Detail |
|---|---|
| Client | Direct Focus Online (DFO), performance marketing / ecommerce |
| Offer | InsureShip shipping insurance, shown on the order page before checkout as a one-click opt-in |
| Where it ran | Multiple top-performing DFO funnels with high order volume |
| Platform | Not specified in the case study. InsureShip integrates with Konnektive / Checkout Champ, Shopify and other carts (see integrations). |
| Test period and method | Not stated in the case study |
| Headline result | +2.1% improvement in checkout conversion rate |
| Other reported results | No drop in product sales or average order value; customers reported higher trust |
What problem was DFO trying to solve?
DFO runs high-volume direct-response campaigns. Even with pricing and offers already tuned, it saw a pattern across those campaigns: some shoppers stopped at the last step because they were unsure their order would arrive safely.
The worry was specific. Customers hesitated over three things that can go wrong after they pay:
Loss
The package goes missing in transit and never shows up.
Damage
The order arrives broken, crushed or unusable.
Theft
The package is taken after delivery, for example by a porch pirate.
When a buyer can't see what happens if one of those events occurs, the safest choice for them is not to buy. DFO wanted a way to answer that question on the order page itself.
What did DFO add to its checkout?
DFO integrated InsureShip's licensed shipping insurance directly on the order page across several of its top-performing funnels. The offer appeared before checkout as a one-click opt-in. It told customers, in plain terms, that they would be reimbursed for loss or damage in transit.
- One-click add-on. The customer adds coverage to the order with a single click.
- Opt-in, not pre-checked. The buyer chooses it. InsureShip recommends, and configures by default, an opt-in (unchecked) offer.
- Real insurance. InsureShip is licensed by the California Department of Insurance (license #0G55434) and licensed in all 50 states. Coverage is underwritten by Navigators, a Hartford company, rated A+ by AM Best (Navigators Insurance Company, as of 2024; fact sheet).
- A defined claims path. Customers file claims online at /pages/file-claim, and InsureShip handles them.
Covered events include loss, damage and theft, including porch piracy, for shipments up to $5,000, under the policy terms.
What results did DFO report?
| Measure | Reported result |
|---|---|
| Checkout conversion rate | +2.1% improvement |
| Product sales | No drop reported |
| Average order value | No drop reported |
| Customer trust | Customers reported higher trust because the protection was visible at checkout |
The main takeaway from DFO's report is that the offer did not compete with the product. It acted as a trust signal rather than a distraction: shoppers still bought what they came for, and more of them finished checkout.
What did DFO say about it?
“Buyers want peace of mind. With InsureShip, we gave them real coverage and saw an immediate lift in conversion rates and profits. It's a no-brainer.”— David Stelleto, CEO, DFO
What does this mean for your store?
DFO is one high-volume direct-response merchant. Your traffic, product, price point and funnel are different, so treat its result as a reason to test, not a forecast. If you want to run your own test, here is a simple way to do it:
- Get a baseline. Note your current checkout conversion rate, average order value and refund rate for a set period.
- Turn on the offer. Contact InsureShip. We enable the integration for your cart and set up an opt-in (unchecked) offer on your order page.
- Keep everything else the same. Don't change price, creative or traffic sources during the test, or you won't know what moved the numbers.
- Compare like for like. Measure the same metrics for a period of the same length. An A/B split is cleaner than before-and-after if your cart supports it.
- Check the claims experience. Make sure customers know where to file at /pages/file-claim, so a delivery problem goes to the insurer instead of becoming a refund fight.
InsureShip pays participating merchants advertising revenue for promoting InsureShip insurance at checkout. Ask InsureShip for your advertising rate.
Running Checkout Champ? See our Checkout Champ shipping insurance page for setup details.
Frequently Asked Questions
What results did DFO report with InsureShip?
DFO and InsureShip reported a +2.1% improvement in checkout conversion rate after adding an opt-in shipping insurance offer to its order pages. They also reported no drop in product sales or average order value, and that customers said the visible protection raised their trust. Results reported by InsureShip and DFO; individual results vary.
Does adding shipping insurance at checkout reduce product sales?
In DFO's case, InsureShip and DFO reported no drop in product sales or average order value after the offer went live. That is one merchant's experience, not a guarantee. Test the offer on your own traffic and watch conversion, average order value and refunds before and after.
How do merchants get paid for offering InsureShip insurance?
Merchants are not licensed insurance producers. Instead, InsureShip pays participating merchants advertising revenue for promoting InsureShip insurance at checkout. Ask InsureShip for your advertising rate.
Is the insurance offer pre-checked for customers?
No. InsureShip recommends, and configures by default, an opt-in (unchecked) offer. In the DFO case the offer was a one-click opt-in that the customer chose to add.
Want to test insurance at your checkout?
InsureShip was established in 2012. Tell us your cart and order volume, and we'll set up an opt-in offer for your funnel.
Talk to InsureShipSources
Last checked October 9, 2026. Results reported by InsureShip and DFO; individual results vary. Case study figures and the quote come from InsureShip's DFO case study (PDF), published with the approval of David Stelleto, CEO, DFO. This is general information, not legal or financial advice. Coverage is subject to policy terms. The Hartford: Navigators fact sheet (April 2025)