# Shipping protection toggle, off by default: +23.7% conversion

- Outcome: Won
- Page type: Cart (Ecommerce)
- Elements: Cart drawers & slide carts, Checkout steps, fields & flow
- Test run by: [Convertibles](https://liftarchive.com/practitioners/convertibles/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://convertibles.dev/blogs/case-studies/shipping-protection-toggle-default-off-case-study
- Page: https://liftarchive.com/test/electronics-accessories-shipping-protection-toggle-off/

Replacing a shipping protection widget's two checkout buttons with one toggle, set to off, lifted conversion from 1.53% to 1.90% (+23.7%). Convertibles ran this three-way test for a consumer electronics accessories brand. Revenue per visitor rose 16.4%, though that number was less certain.

## Result

**+23.7% conversion**

- Conversion rate: 1.53% to 1.90% (+23.7%) for the off-by-default version, at 97% probability to beat control.
- Revenue per visitor: +16.4% for the off version, at 82% probability. That is directional, not proven.
- The on-by-default version also beat control (+6.8% conversion, +8.2% revenue per visitor), but at only about 70% probability.
- Average order value fell 6% ($148.42 to $139.58) in the off version, likely because fewer orders carried the protection fee. This is a negative to weigh.
- Among shoppers who actually opened the drawer, the on version edged ahead, so on versus off is not settled.

## Control

The cart drawer ended with the shipping protection app's stock widget. It showed a fee row and two checkout buttons: one with protection added and one without, so every shopper had to pick before paying.

## Variant

One row with the fee, an info icon and a toggle, plus a single checkout button showing the live total. One version started with the toggle off, another with it on.

## Why it likely won (our reading)

- One button with one honest total removes the feeling of being upsold at the last step.
- The two-button layout filled most of a phone screen. Most of the lift came from mobile.
- Few shoppers changed the toggle, so the default decided what nearly everyone paid. Off meant a lower total at checkout.

## Caveats

The test ran 19 days, and only a few hundred shoppers per version opened the drawer, so the drawer-level read is noisy. The agency found that the app treats a missing setting as protection on, so a default-off toggle needs a check that the off setting actually saved.

## How to run this test

- Hypothesis: If we replace the two checkout buttons with one shipping protection toggle and one live total, then more shoppers will check out because the price no longer looks padded.
- Primary metric: Conversion rate
- Guardrail: Average order value
- Guardrail: Shipping protection attach rate
- Guardrail: Checkouts charged protection with the toggle off
- Who should test it: Stores using a shipping protection app with the stock two-button layout in the cart. If protection fees are a large share of your margin, test the on default too and weigh the lost fees.

---

Credit: Convertibles ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/electronics-accessories-shipping-protection-toggle-off/).
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.