Shipping Info Banner Breaks Down Objections Around Shipping
Discover how adding a persistent shipping info banner enhanced user trust, resulting in a 1.5% increase in conversion rate. Explore the results!
Metric
Conversion rate
Lift change
+1.5%
Control
Variation
IF we add a persistent, easy-access shipping info banner to the site THEN the conversion rate will increase BECAUSE making shipping details readily available gets ahead of the objections that can interrupt purchase confidence.
What We Changed
- Added a shipping info banner at the top of the page.
- Enabled a drawer or modal with detailed shipping and returns info.
- Included free shipping highlights and customer service contacts.
Detailed breakdown
Add-to-Cart Rate
+5.9%
Bounce Rate
-0.0%
Revenue
-9.85%
Key Learnings
- Add to cart rate bumped up nicely, but it wasn't reflected by the conversion rate.
- Ultimately, RPV dropped, which is a bit against the trend of the CVR increase.
- Reminding customers how easy and cheap shipping is may have encouraged them to reduce their orders, dropping AoV and RPV.
- Recommendation to add a dynamic "$x dollars to unlock free shipping" into the announcement bar.
