A visual indicator was added to the minicart to show how close users are to free shipping. Discover how this change impacted user behavior and average order value.
Visual free shipping progress indicator
Goal
Conversion rate
Result
-5.9% Conversion rate
Category
Cart
Outcome
Loss Prevented
Before
After
IF we display the free shipping threshold in the minicart, THEN average order value will increase, BECAUSE users will feel motivated to add more items to unlock a visible reward.
What We Changed
- Added a progress bar in the minicart showing proximity to free shipping.
- Introduced dynamic messages based on cart total.
- Implemented changes across all cart states.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+9.2%
Average order value
+6.7%
Click-through rate change
+5.0%
Change in amount of clicks
Key Learnings
- The progress bar encouraged higher cart values, reflected in the increased average order value.
- Visual cues motivated users to engage more, improving click-through rates.
- Reduced bounce rates suggest the feature kept users interested longer.
- The added element might have distracted some users, leading to a decrease in conversions.
Detailed results breakdown
Add-to-cart rate change
-3.3%
Average order value
+9.2%
Click-through rate change
+6.7%
Lift in conversion rate
-5.9%
Change in revenue per visitor
+3.2%
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