Visible "Free Shipping" Badge Boosts Customer Awareness and Conversion Rates
Adding a free shipping badge on PDPs for products over $99 led to a -13.17% ATC decline, possibly creating unintended price threshold awareness.
Metric
ACR
Lift change
-13.17% (ACR)
Control
Variation
IF we add a "Free Shipping" badge to products over USD 99, THEN the add-to-cart rate will increase, BECAUSE visible shipping incentives reduce purchase hesitation and build confidence in the deal.
A "Free Shipping" badge was added to products priced over USD 99, displayed prominently on the product detail page to communicate the shipping benefit before the add-to-cart decision.
Detailed breakdown
Conversion Rate
-5.1%
Revenue
-5.63%
Bounce Rate
+0.4%
The free shipping badge produced a -13.17% add-to-cart rate decline along with -5.1% lower conversion and -5.63% revenue drop. Rather than reducing hesitation, the badge may have inadvertently highlighted the $99 threshold, causing users to reconsider their cart value or shop around for qualifying items instead of adding to cart immediately. The badge could also have drawn attention away from the product itself or created an unintended price anchoring effect.
