# One price-aware free shipping message: +7.1% conversion, flat

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Shipping & delivery messaging, Free shipping thresholds & shipping price
- 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/refined-free-shipping-message-on-pdp/
- Page: https://liftarchive.com/test/cleancommit-refined-free-shipping-message-on-pdp/

Replacing two overlapping free shipping messages with one price-aware message on product pages raised conversion rate by 7.1% and orders by 5.9%, but the result was not statistically significant. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. We count it as inconclusive, though the signal leans positive.

## Result

**+7.1% conversion, flat**

- Conversion rate: +7.1%, with an 80.6% probability of beating the original. Not significant.
- Orders: +5.9%.
- Revenue per visitor: +2.6%, held back by a 3.4% dip in average order value.
- Desktop conversion rate rose 28.8%, mobile 3.4%.

## Control

Product pages showed two similar free shipping messages that overlapped each other.

## Variant

Each product page showed one message based on its price. Items under the free shipping threshold showed the order total needed to qualify. Items at or above it said they ship free.

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

- Two competing messages can confuse shoppers. One clear line is easier to trust.
- Telling shoppers an item already ships free removes a cost worry at the right moment.
- Order value dipped slightly, perhaps because shoppers buying above-threshold items had no reason to add more.

## Caveats

24,464 visitors, and the result did not reach significance. Duration was not shared.

## How to run this test

- Hypothesis: If we replace overlapping shipping messages with one message based on the product's price, then conversion rate will rise because shoppers understand the shipping benefit at a glance.
- Primary metric: Conversion rate
- Guardrail: Average order value
- Guardrail: Revenue per visitor
- Who should test it: Stores with a free shipping threshold and products priced on both sides of it. If all products clear the threshold or shipping is always free, a simple fixed message is enough.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-refined-free-shipping-message-on-pdp/).
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.