Free shipping threshold $100 to $150: +2.9% AOV, conversion flat
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsRaising the free shipping threshold from $100 to $150 lifted average order value by 2.9% for Faherty, an apparel brand, with no impact on conversion rate.
Visually ran the three-arm test, which also included a $200 threshold, and published it as a case study.
- Average order value: +2.9% at the $150 threshold.
- Conversion rate: no impact reported at $150, so the higher bar did not appear to put buyers off.
- $200 arm: results not shared.
The change
The site-wide free shipping threshold rises from $100 to $150.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Free shipping on orders over $100.
Variant
Free shipping on orders over $150. A third arm tested $200.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shoppers near the threshold may add another item to qualify for free shipping.
- For apparel with mid-range prices, $150 may still feel reachable, so buyers didn't drop off.
- The $200 result wasn't shared. It may have gone too far, but we can't tell.
Caveats: Three-arm test; the $200 arm results weren't given. Visually doesn't share the sample size, test length or statistical significance, and the figure comes from the vendor's own marketing.
Who ran it
Visually ran this test for Faherty and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we raise the free shipping threshold from $100 to $150, then average order value will rise without hurting conversion because shoppers add items to qualify.
- Primary metric
- Average order value
- Guardrails
- Conversion rate
- Revenue per visitor
- Shipping cost per order
- Who should test it
- Stores where many orders land just above the current threshold. If your typical order is far below the new threshold, shoppers may give up instead of adding items.
Questions
How do I pick a free shipping threshold?
Start a bit above your current average order value, then test higher levels. Faherty tested $150 and $200 against $100.
Will a higher free shipping threshold lower conversion?
It can. At $150, Faherty saw no conversion impact, but a threshold set too high can push shoppers to leave.
Why measure revenue per visitor too?
A higher order value can hide a drop in orders. Revenue per visitor shows the net effect.
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