About Ultimate Gainz

Ultimate Gainz is a performance-driven eCommerce brand focused on maximizing revenue efficiency without sacrificing customer experience. After successfully optimizing product pricing, the team turned their attention to another high-impact lever at checkout: shipping rates.

But they had one big question: “Are our shipping rates quietly costing us conversions and revenue?”
To get answers grounded in real customer behavior — not assumptions — Ultimate Gainz turned to TestSignal Shipping Testing.

The Challenge

Shipping cost is often the final decision point before purchase.
Ultimate Gainz wanted to understand:

• Which shipping price customers prefer at checkout

• How shipping cost impacts conversion and drop-offs

• Whether a small change could unlock more revenue

They needed a data-backed answer — fast.

Experiment Setup

• Experiment Type: Shipping A/B Test

• Shipping Rates Tested:

  • €4.00

  • €4.50

  • €5.00

• Traffic split: Even across all variants

• Duration: Oct 03, 2025 — Oct 04, 2025

• Timezone: Europe/Madrid

High-Level Results

Key Insights from the Data

1. Profitability Increased Across Every Metric

• Profit per visitor line chart trending 38.36% higher

• Gross margin trending upward

• COGS significantly lower in the test group

• Net sales only slightly lower, but far more profitable per unit

Interpretation: The +€10 price point made each sale more valuable, even with minor shifts in unit volume.

2. €4.00 Shipping Drove the Most Revenue

The €4.00 rate delivered:

• The highest total revenue

• The highest average order value

• The most completed orders

Customers not only converted more — they spent more.

3. Higher Shipping Increased Checkout Friction

As shipping prices increased:

• Drop-off rates rose

• Conversion declined

• Fewer shoppers completed checkout

This confirmed shipping cost sensitivity at the final step.

4. Customer Preference Was Clear

Checkout selection data showed:

• €4.00 was chosen most often

• €4.50 performed moderately

• €5.00 consistently underperformed

Customers clearly favored lower checkout friction.

Final Outcome

+38% Profit per Visitor with a Single Experiment

Using the winning shipping rate, Ultimate Gainz saw:

• +20.25% increase in Net Sales

• +19.82% increase in Gross Sales

• +8.03% uplift in Average Order Value

• Stable units per transaction

All without changing product prices.