5
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 sitewide banner, creating an expectation of free shipping that may not be met for lower-priced items.
⚠ Free Shipping Threshold HiddenThe hero promotes 'Wildly Comfortable. Super Natural.' but does not mention the $100 free shipping threshold, which is …
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 hero copy: 'Wildly Comfortable. Super Natural.'; sitewide banner: 'Free ground shipping on orders over $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.' without mentioning the $100 free shipping threshold, which is only disclosed in the sitewide banner, creating an expectation of free shipping that may not be met for lower-priced items.
- Current state
- h1: Wildly Comfortable. Super Natural.; cta: SHOP MEN / SHOP WOMEN; notes: No mention of shipping threshold in hero or CTAs.
- Change
- h1: Wildly Comfortable. Super Natural. Free Shipping Over $100.; cta: SHOP MEN / SHOP WOMEN; notes: Include free shipping threshold in hero or near CTAs to set accurate expectations.
- Acceptance criteria
- GIVEN a first-time visitor on the affected page
WHEN the change is live
THEN Include free shipping threshold in hero or near CTAs to set accurate 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
- 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.