Highlighting free delivery: Clarks's A/B test

The bottom line

Highlighting the free delivery offer for orders over £50 on Clarks product pages raised conversions by 2.6%. Many users did not know about the benefit, so making it visible helped more of them complete orders.

Key takeaways

• Showing the free delivery policy prominently increased conversions. The variation beat the original page.
  • Conversions rose by 2.6%.
• Many users did not know about the free delivery threshold. Hidden benefits cannot influence buying decisions.
  • The offer applied to orders over £50.
• The idea came from a large experiment database. Past test insights pointed to delivery information as a lever.

The test setup

Clarks tested a product and delivery page that emphasized free delivery against the original version.

• The goal was to increase completed orders.
  • The free delivery policy for orders over £50 was a benefit many users were unaware of.
  • The category of the test is checkout and sales.
• The hypothesis was that prominent delivery information on product pages would change user behavior.
  • The hypothesis drew on insights from a large experiment database.

The result

The variation that emphasized free delivery lifted conversions by 2.6%.

• The emphasized offer outperformed the original page.
  • The measured impact was a 2.6% increase in conversions.
  • The test was first written up at conversion.com as a Clarks case study.