# EUR 89 with free express vs EUR 79 standard shipping: AOV rose

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Bundles & quantity breaks, Shipping & delivery messaging, Pricing, discounts & savings display
- Date shared: 2024
- Test run by: [ABConvert](https://liftarchive.com/practitioners/abconvert/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.abconvert.io/case-studies/how-smartwatchmagazijn-drove-eur10-000--monthly-growth-through-a-b-testing
- Page: https://liftarchive.com/test/smartwatchmagazijn-89-free-express-vs-79-standard/

Pricing 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.

## Result

**AOV rose**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Conversion rate
- Guardrail: Shipping cost per order
- Guardrail: 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.

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Credit: ABConvert ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/smartwatchmagazijn-89-free-express-vs-79-standard/).
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.