Free-shipping strip on Showpo desktop product pages: +5.22% revenue
Commentary byLiftArchiveOur analysis, not theirsAdding a free-shipping strip to Showpo's desktop and tablet product pages lifted revenue by 5.22% over 44 days, about $13,834 extra.
Wingify Services ran this test for the fashion retailer Showpo, and it was published as a VWO case study.
The strip showed how much more a shopper needed to spend for free shipping, and a version that added a pop-up lost to the plain strip.
- Revenue (desktop and tablet): +5.22% for the strip without a pop-up, about $13,834 extra over 44 days.
- The pop-up variation did worse than the plain strip.
- The strip is now shown to all Showpo users.
- No sample size or confidence level was shared.
The change
The winning variant adds a free-shipping strip with the amount left to qualify.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Desktop and tablet product pages had no free-shipping message.
Variant
Variation 1 added a Free Shipping strip to product pages that showed the amount left to qualify, with no pop-up. A second variation added a pop-up as well.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The strip turns free shipping into a visible target, which encourages one more item.
- Telling shoppers the exact amount left makes the next step concrete.
- Leaving out the pop-up kept the strip visible and avoided interrupting the shopper.
Caveats: This is the desktop and tablet half of the same test run on mobile, reported separately. Revenue figures are vendor-reported, with no sample size or significance shared.
Who ran it
VWO ran this test for Showpo and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on VWO →
How to run this test on your store
- Hypothesis
- If we add a strip on product pages showing how much more a shopper needs to spend for free shipping, then revenue per visitor will rise because more shoppers will add items to reach it.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Conversion rate
- Shipping cost as a share of revenue
- Who should test it
- Stores with a free-shipping threshold close to their usual order value. Run desktop and mobile separately, as Showpo did, since layouts differ. If you have no threshold, this does not apply.
Questions
Should free shipping messages differ on desktop and mobile?
They can, so test each device separately. Showpo saw a lift on both, slightly larger on mobile.
How do I set a free shipping threshold?
Set it a bit above your typical order value so shoppers can reach it with one more item.
Then watch shipping costs against the extra revenue.
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