# Putting 'Free' first on delivery and returns: +12.3% checkouts

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Shipping & delivery messaging, Headlines, product titles & copy
- Test run by: [VWO](https://liftarchive.com/practitioners/vwo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/zalora/
- Page: https://liftarchive.com/test/zalora-free-first-delivery-returns-copy/

Zalora reworded its product page perks to lead with the word Free, and checkouts rose 12.3%. The labels became 'Free Delivery above $150' and 'Free 30 Days Return'. Zalora's team came up with the idea and Wingify Services set up the test, which was published as a VWO case study.

## Result

**+12.3% checkouts**

- Checkouts: +12.3% for the Free-first variant versus the control.
- Price-adjacent variant: adding '& Free Returns' beside the price lost to variant 1. Its exact result was not shared.
- The test ran on all product pages of the English and Chinese sites.

## Control

Product pages tucked delivery and return perks under a See more section, labeled 'Delivery above $150' and '30 Days Return'. Customer service had found that many shoppers didn't know returns were free.

## Variant

The same labels with Free moved to the front: 'Free Delivery above $150' and 'Free 30 Days Return'. A second variant instead added '& Free Returns' next to the price, but it did not win.

## Why it likely won (our reading)

- People read left to right, so putting Free first means the benefit is seen before the condition.
- Shoppers worried about fit get reassurance that sending items back costs nothing.
- Zalora's team suggested that drawing extra attention to the price, as variant 2 did, can put buyers off early.

## Caveats

This was a three-way test and only the winner's number was shared. No sample size, duration or confidence level was given, and the result is vendor-reported.

## How to run this test

- Hypothesis: If we start our delivery and returns labels with the word Free, then more shoppers will check out because they notice the perk before the fine print.
- Primary metric: Checkout starts per product page visitor
- Guardrail: Return rate
- Guardrail: Average order value
- Guardrail: Completed orders
- Who should test it: Fashion and other stores that offer free returns or free delivery but bury it in small text. It won't help if your delivery or returns aren't actually free.

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Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/zalora-free-first-delivery-returns-copy/).
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.