Nudge shoppers below the free shipping threshold with an audience condition
Ciao everyone! I run CRO for a beauty ecommerce. Our free shipping starts at 60 euros and our average order sits somewhere around 48, so many shoppers are just below the line. I want a banner like "you are only 15 euros away from free shipping" for carts under the threshold.
Two things I need to express in the audience:
- cart subtotal is below 60
- but NOT empty carts, a person with nothing in the cart should not see "you are 60 euros away", that would be silly
Is the cart visible to audience conditions at all? we saw maybe 2% lift from a generic shipping banner so I have high hopes for the targeted one
1 answer
The cart is fully visible to audience conditions, and both of your requirements compose into one line:
cart's subtotal is less than 60 and not cart is emptyThe first clause is the threshold, the second removes the empty carts that would make the copy absurd. That is the whole audience.
For future reference, the cart exposes stage, items, total, subtotal, coupon, discount, and currency, so you can refine later, for example excluding carts that already applied a discount code.
Your instinct about the lift is well founded, by the way. The free shipping nudge is a documented pattern, see the free shipping playbook, and the ISZI case in it saw +39% conversion with this approach. Yours will depend on how close your shoppers actually sit to the threshold, but at an average order of 48 against a 60 threshold you are targeting exactly the right gap.
Grazie Henrik! Live since this morning as an A/B test against the generic banner. Will report back with numbers once it resolves.