EUR 89 with free express vs EUR 79 standard shipping: AOV rose
Test run byABConvertTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsPricing a smartwatch bundle at EUR 89 with free express shipping, instead of EUR 79 with standard shipping, kept conversion steady and raised average order value.
The test was run on ABConvert's tool and published as an ABConvert case study.
The owner says monthly revenue grew 25%, over EUR 10,000, a month after rollout, but that is a store-wide figure, not the test result.
- Conversion rate held. Exact rates were not shared.
- Average order value rose. The source calls the rise dramatic but gives no figure.
- The owner reports monthly revenue up 25%, over EUR 10,000 a month, one month after rollout. This is a month-over-month store result, not a split-test readout.
- The team then applied the same offer framing across other products.
The change
EUR 10 higher bundle price, with free express shipping instead of standard.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product bundle cost EUR 79 and came with standard shipping.
Variant
The same bundle cost EUR 89 and came with free express shipping.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shoppers seemed to value faster delivery more than the EUR 10 price gap.
- Free express shipping makes the higher price feel like an upgrade rather than a markup.
- Smartwatches are often gifts or impulse buys, where speed of delivery matters.
Caveats: AOV and conversion figures were not shared, and sample size and duration were not stated. The 25% and EUR 10,000 figures come from the owner and cover the rollout, not the test itself.
Who ran it
ABConvert ran this test for Smartwatchmagazijn and published the results (ABConvert case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on ABConvert →
How to run this test on your store
- Hypothesis
- If we raise a bundle's price slightly and include free express shipping, then average order value will rise without hurting conversion because shoppers value faster delivery more than the price gap.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Shipping cost per order
- Gross margin per order
- Who should test it
- Stores where express shipping costs less than the price increase and fast delivery matters, such as gifts or electronics. It probably won't pay off if express shipping eats the whole price gap.
Questions
Is it better to charge more and include free shipping?
Often worth testing. Here, a EUR 10 higher price with free express shipping held conversion and raised order value.
Does faster shipping increase conversions?
It can make a higher price feel worth it.
Check that the extra price covers the cost of express delivery.
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