4
Urgent
Homepage
Free shipping threshold hidden
The homepage hero promotes 'Wildly Comfortable. Super Natural.' without any mention of the $100 free shipping threshold, which is only disclosed in the sitewide banner and cart, creating an expectation gap for first-time visitors.
scroll ↕ — this is the live page
⚠ Free shipping threshold hiddenThe hero headline focuses solely on brand attributes, omitting the free shipping threshold that is only disclosed in the top banner and cart …
Add free shipping subheading
Homepage Hero
Wildly Comfortable. Super Natural.
Free ground shipping on orders over $100.
SHOP MEN SHOP WOMEN✓ Hero free shipping badgeAdd a subheading directly beneath the hero headline that states 'Free ground shipping on orders over $100.' This sets the shipping expectation early,…
FixAdd a subheading directly beneath the hero headline that states 'Free ground shipping on orders over $100.' This sets the shipping expectation early, aligning the hero with the sitewide banner and cart messaging. By making the threshold visible at the top of the page, visitors can factor it into their decision, reducing friction and potential abandonment.
Evidence
Observed on the live site
✓ Flagged independently by 1 of 7 analysts
- Homepage hero H1: 'Wildly Comfortable. Super Natural.'; sitewide banner: 'Free ground shipping on orders over $100'; cart drawer: 'Spend more to earn free shipping! Shipping $5.00'.
Business case
If this change wins
$70,762 – $283,046
annual opportunity if it wins
Low
Effort — 0.5-2 days
40 days
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.' without any mention of the $100 free shipping threshold, which is only disclosed in the sitewide banner and cart, creating an expectation gap for first-time visitors.
- Current state
- h1: Wildly Comfortable. Super Natural.; cta: SHOP MEN / SHOP WOMEN; notes: No mention of shipping threshold or costs on the hero; only in the top banner and cart.
- Change
- h1: Wildly Comfortable. Super Natural. Free Shipping Over $100.; cta: SHOP MEN / SHOP WOMEN; notes: Add a subheading or badge on the hero to set expectations for free shipping threshold, reducing cart abandonment.
- Acceptance criteria
- GIVEN a first-time visitor on the affected page
WHEN the change is live
THEN Add a subheading or badge on the hero to set expectations for free shipping threshold, reducing cart abandonment, 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
- 118,817 visitors per variant (95% significance, 80% power); 40 days.
- Rollback
- Feature-flag the change; revert the flag if the primary metric drops for 3 consecutive days.