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 that may lead to cart abandonment.
⚠ Free shipping threshold hiddenThe homepage hero promotes 'Wildly Comfortable. Super Natural.' without any mention of the $100 free shipping …
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 includes 'Free ground shipping on orders over $100' in the top banner, but the hero H1 is 'Wildly Comfortable. Super Natural.' with CTAs 'SHOP MEN' and 'SHOP WOMEN' that do not reference shipping. The cart drawer shows '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 that may lead to cart abandonment.
- Current state
- h1: Wildly Comfortable. Super Natural.; cta: SHOP MEN / SHOP WOMEN; notes: No mention of free shipping threshold in hero or CTAs.
- Change
- h1: Wildly Comfortable. Super Natural. Free Shipping Over $100.; cta: SHOP MEN / SHOP WOMEN; notes: Add free shipping threshold to hero or subheadline 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 subheadline 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
- 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.