Hey {{first_name}}
The expensive part of free shipping is not always the shipping.
Sometimes it is the threshold.
Because the wrong threshold gives away profit when you didn’t need to.
It rewards behaviour that was happening anyway.
And does nothing to lift your AOV.
The mistake happens when you randomly pick a number or base it on your Average Order Value.
Because your free shipping threshold is not really a shipping setting.
It is a merchandising lever.
Its job is to make a customer look at the gap and think:
"Hell yes, I’ll add one more thing and save on my shipping.”
Which is why the number has to feel reachable.
And like the customer has gamed the system.
Think of your threshold like an elastic band:
Too high: it snaps, and people ignore it (it’s not a factor).
Too low: No tension or pull, and you're missing out on margin by being too generous.
But if you get it just right... it motivates the customer to add an upsell or cross-sell that gets them over the line.
How to set the “Goldilocks” number:
Use MEDIAN, not average. The median shows typical order; AOV is skewed by large outliers.
Know your shipping cost (per order).
Know your gross margin (as a decimal).
Top‑up needed = Shipping / Margin
Threshold = Median + Top‑up (rounded to a charm price that a common add‑on can reach)
Elasticity check (don’t skip this):
Make sure Threshold − Median ≈ the price of a common add‑on (or a simple bundle).
Rule of thumb: the gap should be 10–30% of the median.
If the gap is bigger than the add‑on most people buy, it’s too high (snaps).
If most orders sail past the threshold with room to spare, it’s too low (no pull).
Example:
Median £47. Shipping £8. Margin 40%.
Top‑up = £8 ÷ 0.40 = £20 → Threshold candidate £70.
If your most‑bought add‑on is ~ £25, you’re in the elastic zone.
How to get it to work on-site:
Add messaging to your announcement bar: “Free shipping over £.”
Progress bar below CTA on your product page and in your cart: “You’re £ away from free shipping.”
In cart: Offer helpful cross-sells that can be added with a one‑click add.
Measure and optimise:
Watch CR, AOV, items/order, cart & checkout abandonment, shipping cost as % of revenue, and margin after shipping.
If CR holds and AOV increases, nudge the bar up slightly.
If cart abandonment increases, reduce it or improve the upsells and cross-sells.
Revisit this on a regular basis at a minimum of yearly
Chat soon,
Peter
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