Talk to a humanEvery shoe order already came with free socks, but few shoppers knew. The product page now said so next to add-to-cart, and the socks went into the cart automatically.
Advertising Free Socks With Shoe Purchases Makes No Clear Difference to Conversion Rate
Goal
Conversion rate
Result
-0.6% Conversion rate
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
If we advertise the free pair of socks included with every shoe purchase, then conversion rate will increase because the added perceived value motivates shoppers to complete their purchase.
What We Changed
- Added a message close to the add-to-cart button saying every shoe purchase includes free socks.
- Added the socks to the cart automatically when a shopper added shoes.
- Matched the sock size to the selected shoe size.
The Results
How the new version compared with the original, across all devices.
-0.6%
Conversion rate
-0.6%
Revenue per visitor
-0.8%
Orders
Key Learnings
- Conversion rate dipped 0.6% and revenue per visitor 0.6%, well within normal variation.
- The variant had a 46.7% probability of beating the original, close to a coin flip.
- Desktop conversion rose 5.1% while mobile fell 2.2%, but neither split is reliable on its own.
- A small free gift wasn't enough to change the purchase decision for these shoppers.
Detailed results breakdown
Conversion rate
-0.6%
Revenue per visitor
-0.6%
Orders
-0.8%
Average order value
+0.0%
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Other experiments we've run
Product Page (PDP)
Positive signal
Updated Product Page Design on Desktop
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+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
Collection Page (PLP)
Inconclusive
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+1.0% Conversion rate