Adding a free shipping message to the product page was tested to see if it boosts conversions. Discover how this simple change impacted customer behavior.
Adding Free Shipping Message Boosts Conversion
Goal
CVR
Result
+3.68% (CVR) CVR
Category
Product Page (PDP)
Outcome
Winner
Before
After
If we display a clear free shipping message on the PDP, then conversions will increase because users will feel more confident about their purchase by reducing uncertainty about additional costs.
What We Changed
- Added a "This product is eligible for free shipping" message on the product detail page.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+10.9%
Change in revenue per visitor
+7.0%
Average order value
+3.7%
Lift in conversion rate
Key Learnings
- Highlighting free shipping increased user confidence and reduced purchase hesitation.
- The message led to higher average order values, suggesting users bought more or higher-priced items to hit the threshold.
- Revenue per visitor improved, indicating more effective conversion from visits.
- Conversion rates increased, but total order count remained stable, showing more value per transaction.
Detailed results breakdown
Average order value
+7.0%
Lift in conversion rate
+3.7%
Change in revenue per visitor
+10.9%
Change in amount of orders
0.0%
Revenue change
NaN%
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30,000+ Monthly sessions.
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