Talk to a humanProduct pages swapped two overlapping free shipping messages for one that depends on the product's price. See how 24,464 visitors responded.
A Single Price-Aware Shipping Message on Product Pages Shows a 7.1% Conversion Rate Lift
Goal
Conversion rate
Result
+7.1% Conversion rate
Category
Product Page (PDP)
Outcome
Positive signal
Before
After
If we show one clear shipping message based on the product's price, then conversion rate will increase because shoppers understand the shipping benefit without conflicting information.
What We Changed
- Replaced two similar shipping messages with a single message on each product page.
- Showed products below the free shipping threshold with the order total needed to qualify.
- Told shoppers when a product at or above the threshold ships free.
The Results
How the new version compared with the original, across all devices.
+7.1%
Conversion rate
+5.9%
Orders
+2.6%
Revenue per visitor
Key Learnings
- Conversion rate rose 7.1% and orders 5.9%, with an 80.6% probability that the variant beats the original.
- The result didn't reach significance, so treat it as a positive signal, not proof.
- Desktop responded most, with conversion rate up 28.8%, while mobile rose 3.4%.
- Average order value dipped 3.4%, so revenue per visitor rose a smaller 2.6%.
Detailed results breakdown
Conversion rate
+7.1%
Orders
+5.9%
Revenue per visitor
+2.6%
Average order value
-3.4%
Add-to-cart rate
+1.0%
Free Trial
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30,000+ Monthly sessions.
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