Use profit as the main signal, then check revenue and conversion to understand why one threshold performed better.
What the metrics mean
Question: Did more shoppers order?
Use it to understand whether the threshold made shoppers more or less likely to complete checkout.
Question: Did order value improve?
Use it to see whether shoppers bought more, bought less, or changed cart size.
Question: Did the store keep more?
Use it as the main signal when shipping cost or margin changes.
Question: Is the result ready?
Use it as a prompt to review the result, not as an automatic command.
Question: Is the result stable?
Use it to avoid reacting to a short spike.
Question: Is there enough data?
Use it to understand whether the test needs more visits and completed orders.
Example result
- If conversion drops slightly but profit increases, the higher threshold may still be better because shoppers are placing larger orders.
- If conversion improves but profit falls, the lower threshold may be too expensive because the store is covering more shipping cost.
- If revenue and profit are close, wait for more orders before changing your long-term threshold.
Why results can lag
Results appear after shoppers see a test variant and completed orders are connected back to the test. A store can have live traffic before there are enough orders to make the report useful.
If a result looks slow, wait for more traffic, check that the offer is live, and confirm the banner is visible where shoppers can see it.
How to use the report
Check profit first
A higher threshold can lift profit even if conversion moves slightly.
Review revenue and conversion
These show whether shoppers are buying more, buying less, or changing cart size.
Wait for enough signal
A few completed orders are not enough to change your shipping strategy with confidence.
Apply store judgment
Consider margin, shipping cost, campaigns, seasonality, and customer expectations.