Second-threshold mystery gift in cart: +€30,578 revenue lift
Test run byKasper DolkMaison Commerce
Commentary byLiftArchiveOur analysis, not theirsAdding a mystery gift at a second spend threshold in the cart showed a +€30,578 revenue lift at 99% confidence. Kasper Dolk ran this test, which was still running when shared. A separate test that moved the FAQ higher on the page lifted revenue per visitor by 13.08%.
- Mystery gift at a second threshold: +€30,578 revenue lift across 9,868 unique visitors, at 99% confidence. Marked significant, but still running.
- FAQ moved higher: conversion rate rose from 5.98% to 6.55% (+9.53%) across about 12,260 visitors. Confidence was not shown.
- FAQ moved higher: revenue per visitor rose from €2.17 to €2.45 (+13.08%), and average order value rose 2.12% (€36.13 to €36.90).
- A third result in the screenshots, a variant named 'Maison', lifted conversion from 1.32% to 1.62% and revenue per visitor by 12.1% over about 20 days, while order value fell 5.76%. The post does not say what it changed.
The change
The variant adds a second spend tier in the cart that unlocks a mystery gift.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The cart with its existing reward setup and no second spend tier. The post does not show what the first threshold offered.
Variant
The cart added a second, higher spend threshold that unlocks a mystery gift. The gift, threshold amount and cart design were not shown.
Why it likely won
Our reading of the result, not the practitioner's claim.
- once shoppers hit the first threshold, a second goal gives them a fresh reason to add one more item.
- a mystery gift adds curiosity, which can feel more rewarding than a known freebie of the same cost.
- moving the FAQ up likely answered common doubts before shoppers gave up, which fits the lift in both conversion and order value.
Caveats: The mystery gift test was still running, and only revenue lift, visitors and confidence were shown for it. The FAQ test had about 6,000 visitors per side and no confidence level shown; neither test's page design was shared.
Who ran it
Kasper Dolk (@kasper_dolk) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we add a mystery gift at a second, higher cart threshold, then more shoppers will add items to reach it because a fresh goal and a surprise reward motivate one more purchase.
- Primary metric
- Revenue per visitor
- Guardrails
- Gross margin after gift cost
- Average order value
- Return rate
- Who should test it
- Stores that already run a first cart threshold, such as free shipping or a free gift, and have low-cost items to use as gifts. It will likely struggle where margins are thin or most orders already land well above the first tier.
Questions
Does a mystery gift in the cart increase revenue?
In Kasper Dolk's test, a mystery gift at a second spend threshold showed a +€30,578 revenue lift at 99% confidence across 9,868 visitors. The test was still running when shared.
Should a cart have more than one reward threshold?
A second tier gives shoppers who already hit the first goal a new reason to add more. Watch margin closely, since every gift has a cost.
Does moving the FAQ higher on the page help conversions?
In a separate test here, moving the FAQ higher lifted conversion from 5.98% to 6.55% and revenue per visitor by 13.08%. Confidence was not shown and the sample was modest.
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