Clarks
A British footwear brand selling shoes online and in stores.
Clarks found many shoppers did not know about its free delivery on orders over £50. An A/B test that made the offer prominent on the product and delivery page beat the original and lifted conversions by 2.6%. The lesson: check whether customers know about perks you already have, and surface them where buying decisions happen before building new incentives.
- Free delivery over £50 not prominent
- Many shoppers unaware of offer
- Free delivery over £50 made visible
- Shown on product and delivery page
- Offer itself unchanged
Conversions up 2.6%
From Clarks A/B test, large experiment database
What was said about Clarks
Clarks lifted conversions by stressing free delivery that many shoppers did not know about. Clarks offered free delivery on orders over £50, but many users were unaware of it. A product and delivery page variation that emphasized the offer beat the original page and raised conversions by 2.6%.
The hypothesis came from patterns in a large experiment database suggesting that prominent delivery information on product pages affects behavior. The offer itself did not change; only its visibility did. The lesson is to audit which existing perks shoppers miss and test showing them where the buying decision happens.
Version A and version B as Clarks tested them.
Highlighting free delivery: Clarks's A/B test
Tested a product and delivery page that emphasized free delivery on orders over £50, which many users did not know about. The variation beat the original page and lifted conversions by 2.6%.
Clarks lifted conversions by stressing free delivery that many shoppers did not know about. Clarks offered free delivery on orders over £50, but many users were unaware of it. A product and delivery page variation that emphasized the offer beat the original page and raised conversions by 2.6%.
The hypothesis came from patterns in a large experiment database suggesting that prominent delivery information on product pages affects behavior. The offer itself did not change; only its visibility did. The lesson is to audit which existing perks shoppers miss and test showing them where the buying decision happens.
Version A and version B as Clarks tested them.
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