# Shipping and Returns Emphasis A/B Test Example

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/shipping-and-returns-emphasis-ab-test-example

## Hypothesis

If shipping and return terms become prominent on the product page, visitors may make up their minds without hunting for that information elsewhere. That could raise add-to-cart rate and purchase conversion rate.

## When to run this test

Frequent trips from the product page to the shipping or returns page, repeated support requests on these topics, or session recordings of visitors who hunt for the terms and then leave all point to this test. The expected behavior is that visitors see the terms on the product page and add to cart with less hesitation. If the real problem is the shipping fee or the return terms themselves, emphasis will not fix it; changing the policy is a separate question, so keep the policy fixed for the whole test.

## Primary metric

**Purchase conversion rate (CR)**: Compare purchases per assigned visitor when existing shipping and return information is given more prominence.

## Other metrics

- **Add-to-cart rate**: Check whether shoppers take the first purchase step.
- **Return rate**: Track returns, but do not assume clearer information will necessarily reduce them.
- **Section interaction rate**: Track measurable interactions with the section; an interaction does not prove the information was read.
- **Time to purchase**: Measure time to purchase separately from time spent on the page.

## What to check before and during the test

- **Change**: Choose one way to emphasize the existing shipping and return information.
- **Keep constant**: Keep the information, terms, prices and CTA structure unchanged.
- **Behavior**: Track add-to-cart and purchase behavior together.
- **Clarity**: Make sure simplifying the presentation does not remove or obscure any terms.
- **Separate tests**: Test format, placement or grouping separately.

## What to watch when reading the result

- Do not call the emphasis a winner if section interaction and add-to-cart rise while purchase conversion stays flat. Interaction does not prove visitors read the information, and time to purchase should be read separately from time on page.
- Build the emphasis from short, separate messages; merging shipping and returns into one long sentence or overloading the section hides the benefit. Do not push the information far down on mobile, and review mobile and desktop results separately.
- Compare return rates in both arms only after the return window for those orders has closed. Do not assume clearer information will lower returns, and keep in mind that the result covers only the emphasis method you tested.
- A small difference in purchases is no reason to stop the test early; run it long enough to cover shopping behavior across different days of the week. Get the sample per variant from the [sample size calculator](https://alidemirbas.com.tr/en/calculators/sample-size-calculator) up front, divide it by daily traffic per arm and round the run length up to full weeks.

## Frequently Asked Questions

### Does more interaction mean visitors read the information?

No. Interaction does not prove reading. Use purchase conversion as the primary outcome.

### What must stay visible when simplifying the information?

Keep conditions such as minimum order value clear and complete. Simplification must not remove or distort them. Combining everything into one long sentence can also obscure the benefit.

### Will clearer information reduce returns?

Do not assume so. Compare returns in both groups. Preserve mobile visibility, and test changes to format, placement or grouping separately.