Website Testing Wins: Crossing the Threshold for an AOV Win

By ​Peter Borden

April 23, 2012

Free shipping in most cases proves to be a silver bullet with consumers. The ease of shopping from home and not having to pay extra for that convenience? Sold!

But for marketers, offering up free shipping can be a slippery slope, as indicated by a UPS/Forrester study. That's where free shipping thresholds come in. By requiring customers to meet a defined minimum dollar total to qualify for free shipping, marketers can attract sales without hurting profit.

In a recent test, the marketer tied their free shipping offer to a threshold that was a little higher than their website's overall average order value (AOV).

And to be sure that visitors saw the promotion, the marketer used a lightbox to deliver the message:

The result? A solid hit, with an 11.43% increase in AOV. And by not overthinking the creative, the marketer was able to get the campaign out there quickly and generating a positive return.

Peter Borden is a former marketing strategist at Monetate and was responsible for PPC and email marketing strategy. Peter's also an expert on the psychology of persuasion, influence, and conversion as well as an active iOS developer.

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