# More visible free-shipping threshold: +2.4% conversion, inconclusive

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Free shipping thresholds & shipping price, Post-purchase surveys
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/free-shipping-threshold-made-more-prominent/
- Page: https://liftarchive.com/test/cc-free-shipping-threshold-made-more-prominent/

Making the free-shipping threshold more prominent on product pages showed a 2.4% higher conversion rate and 5.5% more revenue per visitor, but the result was not significant. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. The idea came from post-purchase survey answers that named delivery cost as something that nearly stopped customers from buying.

## Result

**+2.4% conversion, inconclusive**

- Conversion rate: +2.4%. The variant had a 74.6% probability of beating the original, well short of significance.
- Revenue per visitor: +5.5%, and average order value: +3.0%. Both moved in the direction the hypothesis predicted.
- Orders: +1.6%.
- Desktop conversion rate rose 13.5%, but on only 9,563 desktop visitors, so treat that split with care.
- Inconclusive overall: no metric reached significance after 27 days.

## Control

The product page showed the free-shipping threshold, but it was easy to miss.

## Variant

The threshold was given more visibility on the product page. The change was based on post-purchase survey feedback about shipping costs.

## Why it likely came out this way (our reading)

- Customers had said delivery cost nearly put them off. Making the threshold easier to see speaks directly to that worry.
- A visible threshold may nudge some shoppers to add an item, which would explain the small rise in order value.
- The effect, if real, looks small. Small effects need more traffic or time than this test had to confirm.

## Caveats

Ran 27 days without reaching significance; Clean Commit labeled it a positive signal, not a proven win. The total visitor count was not shared.

## How to run this test

- Hypothesis: If we make the free-shipping threshold more visible on product pages, then conversion rate and order value will rise because shoppers who worry about delivery cost see how to avoid it.
- Primary metric: Revenue per visitor
- Guardrail: Conversion rate
- Guardrail: Average order value
- Guardrail: Add-to-cart rate
- Who should test it: Stores whose customer surveys or support tickets mention shipping cost as a concern, and that already have a threshold. If your customers don't raise shipping cost, look for a bigger problem first.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-free-shipping-threshold-made-more-prominent/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.