Talk to a humanThe 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.
A Free Shipping Progress Message in the Mini Cart Shows Mixed Results on Conversion and Revenue
Goal
Conversion rate
Result
-5.9% Conversion rate
Category
Cart
Outcome
Inconclusive
Before
After
If we show the free shipping threshold in the mini cart, then average order value will increase because shoppers will add more items to reach a visible reward.
What We Changed
- Added a free shipping progress indicator to the mini cart, above the checkout button.
- Updated the message as the cart total changed, showing how much more was needed.
- Switched to a confirmation message once the cart qualified for free shipping.
The Results
How the new version compared with the original, across all devices.
-5.9%
Conversion rate
-7.0%
Orders
+9.2%
Average order value
Key Learnings
- Conversion rate fell 5.9% while revenue per visitor rose 3.2%, so the net effect on sales is unclear.
- On conversion rate, the original had a 73.7% probability of performing better, short of significance.
- Average order value rose 9.2%, so the message may have pushed some shoppers to add more.
- Desktop showed the steepest drop, with conversion rate down 21.0% on 1,711 visitors, too few to rely on.
Detailed results breakdown
Conversion rate
-5.9%
Orders
-7.0%
Average order value
+9.2%
Revenue per visitor
+3.2%
Add-to-cart rate
-3.3%
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