# Free shipping threshold raised from $25 to $35: +1.3% revenue/visitor

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Free shipping thresholds & shipping price
- Date shared: 2026
- Test run by: [Life is Good](https://liftarchive.com/practitioners/life-is-good/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.shoplift.ai/case-studies/life-is-good
- Page: https://liftarchive.com/test/life-is-good-free-shipping-threshold-25-to-35/

Raising the free shipping threshold from $25 to $35 lifted revenue per visitor by 1.3% at apparel brand Life is Good, even though conversion fell 4.7%. Life is Good's in-house team ran the test, which was published as a Shoplift case study. It reached statistical significance in 13 days.

## Result

**+1.3% revenue/visitor**

- Revenue per visitor: +1.3%. This was the main metric and the variant won.
- Average order value: +6.3%, as many shoppers added a second item to reach $35.
- Conversion rate: -4.7%. Fewer people bought, which the team expected.
- Shipping fees paid by shoppers more than covered a new carrier fuel surcharge, per the brand.

## Control

Orders of $25 or more shipped free.

## Variant

The free shipping threshold was raised to $35 across the site.

## Why it likely won (our reading)

- A $35 bar is within reach of a second tee, so many shoppers topped up their basket.
- Many single-item buyers paid for shipping instead of leaving, a sign they really wanted the product.
- The order value gain was larger than the drop in buyers, so revenue per visitor came out ahead.

## Caveats

No sample size was shared. The test ran during a period of higher shipping costs, and the margin effect depends on Life is Good's print-on-demand cost structure.

## How to run this test

- Hypothesis: If we raise our free shipping threshold to just above the price of two items, then revenue per visitor will rise because more shoppers add a second item and the rest still buy.
- Primary metric: Revenue per visitor
- Guardrail: Conversion rate
- Guardrail: Average order value
- Guardrail: Profit per order after shipping costs
- Who should test it: Stores with low-priced items where two items clear the new threshold. It probably won't work if the gap needs an expensive extra item, or if competitors all ship free at a lower bar.

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Credit: Life is Good ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/life-is-good-free-shipping-threshold-25-to-35/).
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.