'Free Shipping To DE' badge: +10.42% conversion rate
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsChanging the badge from 'Free Shipping' to 'Free Shipping To DE' raised conversion rate by 10.42% and revenue per visitor by 9.39%. Dave Diederen ran this test, which added only the country code to an existing badge. The dashboard estimated about $54,991 extra a month.
- Conversion rate: 8.18% to 9.03%, a 10.42% relative lift (confidence range 0% to +22%).
- Revenue per visitor (primary metric): $4.81 to $5.26, +9.39%, with an 88.9% probability of beating control.
- Average order value showed no change ($58.82 vs $58.27). The gain came from more buyers.
- The dashboard estimated about 1,038 extra orders and $54,991 extra revenue a month.
The change
The shipping badge names the visitor's country.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A trust badge showed 'Free Shipping' next to '30 Day Return'.
Variant
The same badge read 'Free Shipping To DE', naming the visitor's country. The return message stayed the same.
Why it likely won
Our reading of the result, not the practitioner's claim.
- international shoppers often wonder whether 'free shipping' applies to them. Naming their country answers that doubt.
- a generic badge is easy to ignore because every store has one. A specific one reads as a real promise.
- the change costs nothing in margin, because the shipping offer itself didn't change.
Caveats: The test dates and sample size were not shared, and the revenue per visitor lift had an 88.9% probability of beating control, below the usual 95% bar. The exact page placement of the badge was not stated.
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 add the visitor's country to our free shipping badge, then more visitors will buy because they no longer doubt that free shipping applies to them.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Average order value
- Shipping-related support tickets
- Who should test it
- Stores selling across borders that offer free shipping to the visitor's country. It won't help single-country stores, or where free shipping doesn't apply in every region shown.
Questions
Should free shipping messages mention the customer's country?
In this test, adding 'To DE' to the badge lifted conversion 10.42%. A country name makes the promise feel specific to the visitor.
Does a country-specific shipping badge change order value?
No. Average order value stayed flat here, at around $58. The lift came from more people buying.
How do I show a different country on the badge for each visitor?
Use the visitor's detected country to swap the text. In a related test, Dave Diederen used Shopify's geolocation to pull the country code.
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