Talk to a humanProduct pages showed a single shipping message that changed with the product's price, instead of two similar ones. The change hurt sales, and the test caught it.
A Single Price-Based Shipping Message on Product Pages Cuts Conversion Rate 5.5%
Goal
Conversion rate
Result
-5.5% Conversion rate
Category
Product Page (PDP)
Outcome
Loss Prevented
Before
After
If we show one clear shipping message based on product price, then conversion rate will increase because shoppers will understand the shipping benefit without conflicting information.
What We Changed
- Replaced two similar shipping messages on product pages with one message based on product price.
- Showed a free shipping threshold reminder on products priced below the threshold.
- Told shoppers on products above the threshold that the item ships free.
The Results
How the new version compared with the original, across all devices.
-5.5%
Conversion rate
-9.0%
Revenue per visitor
-4.5%
Orders
Key Learnings
- A simpler message didn't make buying easier: conversion rate fell 5.5% and revenue per visitor 9.0%.
- The original had a 75.1% probability of performing better after 17 days and 20,974 visitors.
- Mobile drove the drop, with conversion rate down 10.5% on mobile.
- Testing showed the cost of a change that looked like a clarity fix.
Detailed results breakdown
Conversion rate
-5.5%
Revenue per visitor
-9.0%
Orders
-4.5%
Average order value
-4.2%
Add-to-cart rate
-1.0%
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