A shipping info banner was added to the site to break down the objections around shipping costs and delivery times. Check out how this experiment went.
Shipping Info Banner Breaks Down Objections Around Shipping
Goal
Conversion rate
Result
+1.5% Conversion rate
Category
Banner
Outcome
Inconclusive
Before
After
IF we add a persistent, easy-access shipping info banner to the site THEN the conversion rate will increase BECAUSE making shipping details readily available gets ahead of the objections that can interrupt purchase confidence.
What We Changed
- Added a shipping info banner at the top of the page.
- Enabled a drawer or modal with detailed shipping and returns info.
- Included free shipping highlights and customer service contacts.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+5.9%
Add-to-cart rate change
+3.5%
Add-to-cart rate change
+1.5%
Lift in conversion rate
Key Learnings
- Add to cart rate bumped up nicely, but it wasn't reflected by the conversion rate.
- Ultimately, RPV dropped, which is a bit against the trend of the CVR increase.
- Reminding customers how easy and cheap shipping is may have encouraged them to reduce their orders, dropping AoV and RPV.
- Recommendation to add a dynamic "$x dollars to unlock free shipping" into the announcement bar.
Detailed results breakdown
Add-to-cart rate change
+5.9%
Average order value
-7.4%
Click-through rate change
+0.0%
Lift in conversion rate
+1.5%
Change in revenue per visitor
-7.8%
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