# Free-gift progress gauge on basket page: +31% revenue

- Outcome: Won
- Page type: Cart (Ecommerce)
- Elements: Free gifts & gift with purchase, Free shipping thresholds & shipping price
- Test run by: [Kiehl's](https://liftarchive.com/practitioners/kiehl-s/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/kiehls-increases-revenue/
- Page: https://liftarchive.com/test/kiehls-basket-free-gift-progress-gauge/

A visual gauge on the basket page, showing how much more shoppers needed to spend to get a free product, lifted total revenue by 31% and purchases by 25%. The Kiehl's digital team ran this A/B test, published as a VWO case study.

## Result

**+31% revenue**

- Total revenue: +31%, and revenue per visitor: +31%.
- Purchases: +25%.
- Average basket size: up almost 5%.
- Clicks on the "Continue" button: +7%.

## Control

The basket page with no free-gift offer or progress display.

## Variant

A gauge on the basket page showing how close the shopper was to the spend needed for a free Kiehl's product.

## Why it likely won (our reading)

- A visual bar makes progress toward the gift easy to grasp at a glance.
- A free branded product is a tangible reward, which may feel more valuable than a small discount.
- The offer appeared just before shoppers moved on to checkout, when they decide whether to add more.

## Caveats

No sample size, duration or confidence level was shared. The 31% revenue lift is large next to a 5% rise in basket size and a 7% rise in Continue clicks, so treat the headline number with care.

## How to run this test

- Hypothesis: If we show shoppers a progress gauge toward a free gift on the basket page, then order value and purchases will rise because the reward feels close and concrete.
- Primary metric: Revenue per visitor
- Guardrail: Checkout completion rate
- Guardrail: Gift cost per order
- Guardrail: Average order value
- Who should test it: Brands with a desirable gift product and baskets often just under a sensible threshold. It won't help much if the gift isn't wanted or if most baskets are far from the threshold.

---

Credit: Kiehl's ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/kiehls-basket-free-gift-progress-gauge/).
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.