4
High
Homepage
Free shipping threshold hidden
The homepage hero promotes 'Wildly Comfortable. Super Natural.' but the free shipping threshold ($100) is only disclosed in the sitewide banner, creating an expectation of free shipping that may not apply to all orders.
⚠ Free shipping threshold hiddenThe homepage hero promotes 'Wildly Comfortable. Super Natural.' but the free shipping threshold ($100) is only …
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
- Homepage body_sample: 'Free ground shipping on orders over $100' appears in the top banner, but the hero copy 'Wildly Comfortable. Super Natural.' and CTAs 'SHOP MEN' / 'SHOP WOMEN' do not mention any shipping threshold. The cart drawer shows 'Spend more to earn free shipping! Shipping $5.00' when subtotal is below $100.
Business case
If this change wins
$35,381 – $176,904
annual opportunity if it wins
Medium
Effort — 2-5 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 | PRICING PAGE
- Problem
- The homepage hero promotes 'Wildly Comfortable. Super Natural.' but the free shipping threshold ($100) is only disclosed in the sitewide banner, creating an expectation of free shipping that may not apply to all orders.
- Current state
- h1: Wildly Comfortable. Super Natural.; cta: SHOP MEN / SHOP WOMEN; notes: Free shipping threshold only in banner, not in hero or product pages.
- Change
- h1: Wildly Comfortable. Super Natural. Free Shipping Over $100.; cta: SHOP MEN / SHOP WOMEN; notes: Add free shipping threshold to hero or primary CTAs to set expectations early.
- Acceptance criteria
- GIVEN a first-time visitor on the affected page
WHEN the change is live
THEN Add free shipping threshold to hero or primary CTAs 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 + bounce rate on the affected page
- QA checklist
- Chrome / Safari / Firefox · 375px + 1280px · keyboard reachable · screen-reader name present · no CLS introduced
- Effort
- Medium — 2-5 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.