# Free shipping line under add to cart: no change in conversion

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Shipping & delivery messaging, Money-back guarantee & returns
- Date shared: 2019
- Test run by: [GrowthRock](https://liftarchive.com/practitioners/growthrock/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://growthrock.co/ecommerce-free-shipping-case-study/
- Page: https://liftarchive.com/test/growthrock-supplement-free-shipping-under-atc/

Adding a 'Free US Shipping & Returns' line under the add-to-cart button made no difference to conversion rate for a niche supplement company. GrowthRock ran this A/B test for two weeks with over 5,000 conversions. The two versions converted at almost the same rate.

## Result

**no change in conversion**

- Conversion rate: no difference. The two versions were nearly identical.
- The test ran for two weeks and recorded over 5,000 conversions, so a large effect would likely have shown up.
- Other placements tested for this brand, including a promo bar, also showed no difference.

## Control

Free shipping was mentioned only in the fine print on the site.

## Variant

A 'Free US Shipping & Returns' line sat under the add-to-cart button, with a collapsed dropdown that explained the 30-day return policy.

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

- In this niche, most sellers offer free shipping, so shoppers may already expect it.
- Supplements cost far less than furniture, so shipping cost is a smaller worry.
- The brand's content-heavy pages may have convinced buyers before shipping details mattered.
- Shoppers in this niche may be less price sensitive. Later pricing tests for the brand also showed little difference.

## Caveats

The test dates from around 2019. A similar test by the same agency for a furniture store lifted orders by 19%.

## How to run this test

- Hypothesis: If we show free shipping and returns right below the add-to-cart button, then more visitors will buy because the offer removes a cost worry at the point of decision.
- Primary metric: Conversion rate
- Guardrail: Average order value
- Guardrail: Return rate
- Guardrail: Add-to-cart rate
- Who should test it: Stores whose shoppers may not know shipping is free and where shipping cost is a real concern. In a low-price niche where free shipping is standard, expect little change.

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Credit: GrowthRock ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/growthrock-supplement-free-shipping-under-atc/).
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.