# Shipping info banner: +1.5% conversion but -7.8% revenue per visitor

- Outcome: Flat / inconclusive
- Page type: Site-wide (Ecommerce)
- Elements: Announcement bars, Shipping & delivery messaging
- 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/shipping-info-banner-breaks-down-objections-around-shipping/
- Page: https://liftarchive.com/test/cleancommit-shipping-info-banner-breaks-down-objections-around-shippin/

A top-of-site shipping banner that opened a details drawer moved conversion rate only 1.5%, while revenue per visitor fell 7.8%, so the result is inconclusive. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. Add-to-cart rose, but order value dropped.

## Result

**+1.5% conversion but -7.8% revenue per visitor**

- Conversion rate: +1.5%, with a 61.2% probability that the variant was better. Within normal variation.
- Add-to-cart rate: +5.9%, a sign that more shoppers were willing to start a purchase.
- Revenue per visitor: -7.8%, driven by a 7.4% fall in average order value. A negative signal.
- By device: conversion rose 5.1% on mobile but fell 5.0% on desktop. Orders fell 2.7% overall.

## Control

The site had no shipping info banner.

## Variant

A banner at the top of the page opened a drawer when clicked or tapped. It covered free shipping, processing times, an eco-conscious message, the returns policy and customer service contacts.

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

- Clear shipping details may have reassured shoppers enough to add items, which fits the add-to-cart gain.
- Spelling out the free shipping terms may have led some shoppers to buy just enough to qualify, lowering order value.
- A drawer with five topics may have been too much to take in on desktop.

## Caveats

21,330 visitors, a small sample for this many metrics, and duration was not shared. None of the changes reached significance.

## How to run this test

- Hypothesis: If we add a banner that opens shipping, returns and support details, then more shoppers will buy because uncertainty about delivery is removed.
- Primary metric: Conversion rate
- Guardrail: Average order value
- Guardrail: Revenue per visitor
- Guardrail: Desktop conversion rate
- Who should test it: Stores where shoppers often ask about shipping times or returns. Watch order value closely if you have a free shipping threshold, since highlighting it may change how much people buy.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-shipping-info-banner-breaks-down-objections-around-shippin/).
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.