# Nudge shoppers below the free shipping threshold with an audience condition

Asked by Beatrice Fontana on 2025-10-21. Tags: cql, audiences, ecommerce, cart.

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:

1. cart subtotal is below 60
2. 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

### Accepted answer from Henrik Dahl (2025-10-22)

The cart is fully visible to audience conditions, and both of your
requirements compose into one line:

```cql
cart's subtotal is less than 60 and not cart is empty
```

The 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](https://blog.croct.com/post/free-shipping-ideas), 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.

#### Reply from Beatrice Fontana (2025-10-23)

Grazie Henrik! Live since this morning as an A/B test against the generic
banner. Will report back with numbers once it resolves.