Displaying a dynamic free shipping message on the PDP improved the conversion rate by 7.1%. Check out the full breakdown of this test.
Refined Free Shipping Message on PDP
Goal
Conversion rate
Result
+7.1% Conversion rate
Category
Product Page (PDP)
Outcome
Winner
Before
After
IF we display a single clear dynamic shipping message based on product price THEN more customers will purchase BECAUSE they will be reminded there's no friction or additional costs around shipping charges.
What We Changed
- Displayed only one shipping message per product page.
- Tailored the message based on the product's price.
- Removed redundant shipping information.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+7.1%
Lift in conversion rate
+6.8%
Lift in conversions
+5.9%
Change in amount of orders
Key Learnings
- Simplifying messages results in more customers actually reading the content.
- Clear communication helped break down assumed objections around shipping.
- Saying something once really clearly beat saying the same things multiple times.
Detailed results breakdown
Add-to-cart rate change
+1.0%
Average order value
-3.4%
Click-through rate change
+0.2%
Lift in conversion rate
+7.1%
Change in revenue per visitor
+2.6%
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