Ship date and free shipping note under Add to Cart: +28.25% RPV
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsDave Diederen added two short lines under the Add to Cart button, a ship-by date and a free-shipping threshold, and revenue per visitor rose 28.25%. Conversion rate rose 26.62%, and average order value edged up 1.28%. Nothing else on the page changed.
- Conversion rate: 0.83% to 1.06% (+26.62%). Clearly more visitors bought.
- Revenue per visitor: $0.67 to $0.86 (+28.25%), with an 84% probability of beating control. The range ran from -21% to +108%, so the true lift could be much smaller.
- Average order value: $80.06 to $81.09 (+1.28%). Basically flat; the gain came from more orders.
- The testing tool estimated about +$168,428 a month.
The change
Ship-by date and free-shipping threshold added under the button
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page with the Add to Cart button and no shipping timing or cost shown near it.
Variant
Two lines right under the button, along the lines of 'Ships by Tomorrow' and 'Free shipping over $50'. The post says a 'Delivered by [date]' version also works.
Why it likely won
Our reading of the result, not the practitioner's claim.
- a clear ship date answers 'when will I get it?' before shoppers go looking.
- showing the free-shipping threshold early removes the fear of surprise costs at checkout.
- placing both lines under the button puts them where the buying decision happens.
Caveats: An 84% probability to beat control is below the usual bar, and the confidence range includes a loss. Sample size and duration were not shared, and this was a single Shopify brand.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we show a ship-by date and the free-shipping threshold right under the Add to Cart button, then conversion rate will rise because shoppers know timing and cost before they commit.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- On-time shipping rate
- Checkout abandonment
- Who should test it
- Stores that only reveal shipping details at checkout and can reliably meet the date they show. Don't promise a date your fulfillment can't hit.
Questions
Should shipping info be on the product page?
In this test, adding a ship date and free-shipping threshold under the button raised conversion 26.62%. Shoppers got the answer before checkout.
Does a free shipping threshold raise average order value?
Only slightly here: AOV moved from $80.06 to $81.09. Most of the gain came from more orders.
Should I show 'Ships by' or 'Delivered by'?
Dave Diederen suggests either works. Use the one you can promise reliably.
Similar tests
@oliverkenyon@DaveDiederen@DaveDiederen@DaveDiederen@DaveDiederen@DaveDiederen