Does a free shipping and in stock message lift product page sales?
We tested highlighting free shipping and in stock status together near the button on the desktop product page, a message that had won on another store. Conversion rate moved -4.6% over 16 days, short of our confidence bar.
Not significant Desktop 16 days Not called
The hypothesis
By showing free shipping and in stock status together near the button, we will answer 2 common doubts at the point of purchase, resulting in more shoppers buying.
Shoppers often hesitate at the button over 2 questions: what will delivery cost, and is the product ready to go out. Answering both at that moment removes a reason to leave the page.
A similar shipping message had won on another store we test for. We wanted to see whether the same message would carry over to this store's product pages.
What we changed
We added a free shipping and in stock line near the add to cart button.
In the variation, we highlighted free shipping and in stock status together in a short line close to the add to cart button. The rest of the page stayed the same. A matching mobile version ran at the same time.
- Free shipping highlighted near the button
- In stock status shown beside it
The result
Desktop conversion rate moved -4.6% with the shipping message.
Over 16 days on desktop, conversion rate moved -4.6% and revenue per visitor moved 0.4%. Neither number reached our 90% confidence bar. The mobile version stayed flat.
The message did not repeat the lift it had shown on the other store, so we paused the test.
What we would do next
A message that won on another store did not carry over here.
Free shipping and stock status may already have been clear enough on this store, so repeating them near the button added little. The result on the other store did not predict the result here. A next step would be to test what this store's shoppers ask about most before they buy.