# Spend-to-unlock discount banner in basket: +7% revenue

- Outcome: Won
- Page type: Cart (Ecommerce)
- Elements: Free shipping thresholds & shipping price, Pricing, discounts & savings display, Announcement bars
- Test run by: [Urban Decay](https://liftarchive.com/practitioners/urban-decay/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/urban-decay/
- Page: https://liftarchive.com/test/urban-decay-basket-spend-threshold-discount-banner/

A green banner on the basket page, telling shoppers how much more they needed to spend to unlock a discount, lifted average basket value by 8% and revenue by 7%. Urban Decay's digital team ran this A/B test during a sale, with support from the testing vendor's customer success team. It was published as a VWO case study.

## Result

**+7% revenue**

- Average basket value: +8%. Shoppers added more to reach the threshold.
- Items per basket: +7%. The extra value came from more products, not just pricier ones.
- Revenue: +7%. The vendor estimated the change would be worth about 190,000 euros over a year; that is a projection, not a measured result.

## Control

During a sale, the basket page showed the usual cart contents with no message about a spend threshold.

## Variant

Shoppers with less than 85 euros in their basket saw a green banner at the top of the basket page. It read "Only X more euros until you can benefit from a discount on your purchase!" with the gap filled in.

## Why it likely won (our reading)

- Showing the exact gap turns a vague offer into a small, concrete goal.
- Shoppers in a sale are already in a buying mood, so a nudge to add one more item lands well.
- The banner sat where shoppers review their order, the moment they decide whether to add more.

## Caveats

The test ran during a sale, so the effect may be smaller at full price. No sample size, duration or confidence level was shared, and the yearly revenue figure is a vendor projection.

## How to run this test

- Hypothesis: If we show shoppers below a spend threshold how much more they need to add to unlock a discount, then average order value will rise because the gap becomes a clear, reachable goal.
- Primary metric: Revenue per visitor
- Guardrail: Checkout conversion rate
- Guardrail: Discount cost as a share of revenue
- Guardrail: Return rate
- Who should test it: Stores with a typical basket somewhat below a sensible threshold, especially during sales. It probably won't help if most orders are single items far below the threshold, or if margins can't absorb the discount.

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Credit: Urban Decay ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/urban-decay-basket-spend-threshold-discount-banner/).
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.