4
High
Homepage
Free shipping threshold hidden
The homepage hero promotes 'Wildly Comfortable. Super Natural.' without mentioning the $100 free shipping threshold, which is only disclosed in the top announcement bar and cart drawer, creating an expectation gap.
⚠ Free shipping threshold hiddenThe hero headline 'Wildly Comfortable. Super Natural.' does not mention the $100 free shipping threshold, which is only disclosed in the announcement …
Add shipping threshold to hero
FixInserting the free shipping threshold directly after the hero headline makes the offer immediately visible, aligning expectations with the actual policy.
Both are photographs of the live page — the right side has the change applied in the browser.
Evidence
Observed on the live site
✓ Flagged independently by 1 of 7 analysts
- Hero H1: 'Wildly Comfortable. Super Natural.'; body_sample includes 'Free ground shipping on orders over $100' and cart drawer text 'Spend more to earn free shipping! Shipping $5.00'.
Business case
If this change wins
$35,381 – $176,904
annual opportunity if it wins
Low
Effort — 0.5-2 days
not testable at current traffic
A/B test duration
Prioritisation
PXL score: 5 / 10
| Question | Answer | Points |
|---|---|---|
| Is the change above the fold? | Yes | 1 |
| Is the change noticeable in under 5 seconds? | Yes | 2 |
| Does it add or remove an element? | Yes | 1 |
| Does it run on a high-traffic page? | Yes | 1 |
| Discovered via user testing? | No | 0 |
| Discovered via qualitative feedback (survey, support)? | No | 0 |
| Supported by heatmaps or session recordings? | No | 0 |
| Found via digital analytics or real-user field data? | No | 0 |
| Verified by direct technical measurement? | No | 0 |
Implementation
Hand this to your developer
- Surface
- Homepage — HOMEPAGE HERO
- Problem
- The homepage hero promotes 'Wildly Comfortable. Super Natural.' without mentioning the $100 free shipping threshold, which is only disclosed in the top announcement bar and cart drawer, creating an expectation gap.
- Current state
- h1: Wildly Comfortable. Super Natural.; cta: SHOP MEN / SHOP WOMEN; notes: No mention of shipping threshold or costs in hero area.
- Change
- h1: Wildly Comfortable. Super Natural. Free Shipping Over $100; cta: SHOP MEN / SHOP WOMEN; notes: Add a subheadline or badge clarifying free shipping threshold to set expectations early.
- Acceptance criteria
- GIVEN a first-time visitor on the affected page
WHEN the change is live
THEN Add a subheadline or badge clarifying free shipping threshold to set expectations early, with no regression at 375px and 1280px widths. - Tracking
- event: cro_free_shipping_threshold_hidden on interaction with the changed element; verify it fires in BOTH variants before opening traffic.
- Success metric
- conversion rate on the affected step
- QA checklist
- Chrome / Safari / Firefox · 375px + 1280px · keyboard reachable · screen-reader name present · no CLS introduced
- Effort
- Low — 0.5-2 days
- Test plan
- 299,882 visitors per variant (95% significance, 80% power); not testable at current traffic.
- Rollback
- Feature-flag the change; revert the flag if the primary metric drops for 3 consecutive days.