4
High
Homepage
Free shipping threshold hidden
The homepage hero promotes 'Free ground shipping on orders over $100' but the threshold is not visible on the hero or in the main navigation, creating an expectation gap for users who may not see the fine print.
⚠ Free shipping threshold hiddenThe free shipping threshold is only in the top announcement bar, which is easily overlooked, while the hero and CTAs do …
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 bar, but the hero section (H1: 'Wildly Comfortable. Super Natural.') and CTAs ('SHOP MEN', 'SHOP WOMEN') do not mention the threshold. The threshold is only in the site-wide announcement bar, which may be overlooked.
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 'Free ground shipping on orders over $100' but the threshold is not visible on the hero or in the main navigation, creating an expectation gap for users who may not see the fine print.
- Current state
- h1: Wildly Comfortable. Super Natural.; cta: SHOP MEN / SHOP WOMEN; notes: Free shipping threshold is only in the announcement bar, not in the hero or near CTAs.
- Change
- h1: Wildly Comfortable. Super Natural. Free Shipping Over $100; cta: SHOP MEN / SHOP WOMEN; notes: Include the free shipping threshold in the hero or near CTAs to set clear expectations.
- Acceptance criteria
- GIVEN a first-time visitor on the affected page
WHEN the change is live
THEN Include the free shipping threshold in the hero or near CTAs to set clear expectations, 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
- 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.