4
High
Homepage
Conditional Shipping Cost Clarity
The default shipping cost for orders under the free shipping threshold is not clearly stated on the landing page prior to cart interaction.
scroll ↕ — this is the live page
⚠ Conditional Shipping Cost ClarityThe homepage advertises free shipping on orders over $100 but does not state the shipping cost for orders below that threshold. As a result …
Add shipping cost pillClarify shipping thresholdReduce cart surprise
Free Shipping
Wildly Comfortable. Super Natural.
Free ground shipping on orders over $100. $5.00 flat rate on orders under $100
Shop Now✓ Transparent shippingStandard shipping cost is now clearly stated upfront, reducing cart surprise.
FixAdd a clear, prominent statement of the standard shipping cost directly on the homepage, such as '$5.00 flat rate on orders under $100', placed next to the existing free shipping offer. This ensures customers know the shipping cost before they engage with the cart, reducing surprise and building trust. The change is low-effort and can be implemented as a simple text addition or a small banner.
Evidence
Observed on the live site
✓ Flagged independently by 1 of 7 analysts
- The 'body_sample' on '/' states 'Free ground shipping on orders over $100'. However, the 'Added to Cart' section later reveals 'Shipping $5.00' for orders not meeting this threshold.
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 | CART SUMMARY
- Problem
- The default shipping cost for orders under the free shipping threshold is not clearly stated on the landing page prior to cart interaction.
- Current state
- h1: Wildly Comfortable. Super Natural.; cta: N/A; notes: Free shipping is advertised for orders over $100. A $5.00 shipping cost is revealed in the 'Added to Cart' summary for orders below this threshold, but not explicitly stated upfront on the main page.
- Change
- h1: Wildly Comfortable. Super Natural.; cta: N/A; notes: Clearly state the standard shipping cost (e.g., '$5.00 flat rate shipping on orders under $100') alongside the free shipping offer on the homepage, perhaps in the header or a prominent banner, to ensure full transparency before cart engagement.
- Acceptance criteria
- GIVEN a first-time visitor on the affected page
WHEN the change is live
THEN Clearly state the standard shipping cost (e.g., '$5.00 flat rate shipping on orders under $100') alongside the free shipping offer on the homepage, perhaps in the header or a prominent banner, to ensure full transparency before cart engagement, with no regression at 375px and 1280px widths. - Tracking
- event: cro_conditional_shipping_cost_clarity 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.