Talk to a humanProduct pages showed the free shipping threshold prominently, close to the add-to-cart button. Conversion rate held steady, but order value moved.
A Prominent Free Shipping Threshold on Product Pages Makes No Clear Difference to Conversion Rate
Goal
Conversion rate
Result
+0.3% Conversion rate
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
If we make the free shipping threshold more prominent on product pages, then orders and average order value will increase because shoppers will want to reach the threshold to avoid delivery costs.
What We Changed
- Highlighted the free shipping threshold on product pages.
- Placed the message close to the add-to-cart button.
The Results
How the new version compared with the original, across all devices.
+0.3%
Conversion rate
+12.8%
Average order value
+13.1%
Revenue per visitor
Key Learnings
- Conversion rate, the main metric, barely moved (+0.3%), with a 51.3% probability that the variant beats the original.
- Average order value rose 12.8% and revenue per visitor 13.1%, likely from shoppers topping up to reach the threshold.
- The order value gain was largest on mobile, at 15.3%.
- With 13,119 visitors and no significant result, the order value lift needs a longer test to confirm.
Detailed results breakdown
Conversion rate
+0.3%
Average order value
+12.8%
Revenue per visitor
+13.1%
Orders
+0.7%
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Other experiments we've run
Cart
Positive signal
A Decluttered Mini-Cart Shows a 7.5% Conversion Rate Lift
The mini-cart overlay was rebuilt mobile-first, with less room for promotions and more for the path to checkout. See how it changed sales across 35,480 visitors.
+7.5% Conversion rate
Product Page (PDP)
Positive signal
Updated Product Page Design on Desktop
The desktop product page was redesigned to improve navigation and engagement. See how the updated design lifted conversion rate by 8.5% and RPV by 17.6%.
+8.5% Conversion Rate
Cart
Inconclusive
A Free Shipping Progress Message in the Mini Cart Shows Mixed Results on Conversion and Revenue
The mini cart started showing how close shoppers were to free shipping, right above the checkout button. Fewer shoppers converted, but those who did placed bigger orders.
-5.9% Conversion rate