A/B test: show the shipping cost in the cart
If we show the shipping cost in the cart instead of waiting for the last step, then checkout abandonment will fall, because the shipping surprise comes early and not after the shopper has typed in all their details.
By Fernando Blanco Dosil · Updated November 2, 2026
Why it can work
The angriest drop-off is the one on the final step. You have typed your name, address and phone number, and then €4.95 of shipping you did not expect appears. You feel tricked, even though nobody tricked you.
With shipping in the cart, people who will not pay it leave earlier and without the bad taste. The ones who carry on already know what they will pay. The bet is that this second group finishes more often.
How to set it up
In Bixlow you describe the change to the agent, it builds it on your site and launches it as an A/B test once you approve it. A/B tests are on the paid plans, starting with Standard.
- Decide what to show: the exact price if it is flat, or “Shipping from €3.95” if it depends on the address.
- In the variant, add a shipping line just above the cart total, and make the total include it.
- If you have free shipping over an amount, the same line can say so: “Shipping: €3.95 (free over €49)”.
- Run it on all traffic that reaches the cart.
What to measure
| Metric | |
|---|---|
| Primary metric | Orders per visitor |
| Metric that must not get worse | Average order value |
| Where it is measured | On the order confirmation page, not checkout visits |
Fewer people reaching the checkout is expected. It is not a bad sign; what counts is how many pay.