FluidGrowers – an Australian ecommerce company – found out that customers were leaving the cart page due to unclarity about the shipping costs ($9.99 or free for orders over $150).
They changed 3 things in a test:
- A new top bar with free shipping information (over AUD 150)
- Adding shipping information to the sidebar
- Adding ‘Spend x $ more to get free shipping’ messing above the cart.
The results were:
- Average order value increased 26% from $110 to $139
- The conversion rate increased 39%
The AOV increase can probably be attributed to the ‘Spend more’ message.
What would interesting for further testing is to display suggested / related products on the cart.
Test details
| Test element |
Copy, Message
|
| Page type |
Cart |
| Test date |
March 2017 |
| Tested by |
OptiPhoenix |
| Lift CRO Model |
Clarity |
| Fogg Behaviour Model |
Prompt |
Website information
| Company |
FluidGrowers |
| Website |
fluidgrowers.com.au |
| Market |
Home & Living |
| Visitors |
consumers |
| Language |
English |
