LossArdantSitewideAR-NOV02
BFCM lower shipping threshold
Before
After
-$833K/yr
Projected annual revenue
-9.8%
Conversion
-12.5%
Rev / visitor
Hypothesis
Lowering the free shipping threshold during BFCM will increase conversion rate (more people complete checkout) by reducing perceived friction and “penalty” at checkout.
What we learned
The variation lowered conversion -9.8% and revenue per visitor -12.5%.
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