Remove shipping protection
Hypothesis
If we remove the shipping protection upsell from the cart, then we will increase cart-to-checkout conversion rate and revenue per visitor, because previous testing has demonstrated that cart friction from upsells significantly decreases conversion: removing 3 upsells plus a pre-purchase upsell previously increased cart CVR by 30% and RPV by 26% (with only a 3.63% AOV decrease), establishing that cart simplification drives net revenue gains. Two subsequent attempts to re-introduce individual upsells both resulted in negative CVR impact, confirming customers prefer a streamlined cart experience. The shipping protection adds decision complexity at a critical conversion moment when customers have already committed to purchase, and a pre-selected upsell can create a negative perception of hidden fees or manipulative tactics, potentially undermining brand trust. At $3.95 on a $219.90+ order (1.8%), the shipping protection revenue doesn't offset the conversion loss demonstrated in previous tests. The cleaner cart experience will reduce abandonment and increase purchase completion, with revenue gains from improved conversion outweighing the loss of shipping protection revenue.
What we learned
Removing shipping protection decreased conversion rate 17.9% (38.52% to 31.64%) and revenue per visitor 18.1% ($75.33 to $61.67). AOV was roughly flat, -0.3% ($195.55 to $194.89).
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