Trust badges and guarantees: where to put them so they work
A guarantee only reassures shoppers if they see it at the moment of doubt. Where to place trust signals on your product page and in the cart.
Read articleKey takeaways
- Start from your current average order value, not from a round number.
- A threshold slightly above your average gives most shoppers a reachable goal.
- A progress bar in the cart turns the threshold into a game shoppers want to finish.
- Suggest products that close the gap, or the bar just becomes a reminder of shipping costs.
Why free shipping still matters
Unexpected shipping costs are one of the most common reasons shoppers leave at checkout. Free shipping removes that surprise. Done well, it also nudges people to add one more item to get there, which is where the threshold earns its keep.
Find your number
You don't need a complex model. Open your Shopify analytics and note two things: your average order value and your average shipping cost per order.
- Take your average order value.
- Add 15 to 30% on top. That is your first threshold to test.
- Check that the extra margin from that added amount covers your average shipping cost.
If your average order is €40, a threshold around €50 is a good starting point. Most shoppers are close enough to reach it with one small add-on.
If almost every order already qualifies, your threshold is too low: you're paying for shipping without getting bigger orders in return.
Show the progress, not just the rule
A line of text in your header ("Free shipping over €50") is easy to ignore. A progress bar in the cart that says "You're €8 away from free shipping" is not. It shows exactly how far the shopper is and updates as they add products.
You can stack milestones on the same bar: free shipping first, then a free gift at a higher amount. Each step gives the shopper a new reason to keep going.
Help shoppers close the gap
Telling someone they're €8 away is only useful if they can easily find something worth €8. Show a few recommended products right under the bar: accessories, refills or best sellers in the right price range. One tap to add, and the bar fills up.
Set it up in the Amose cart drawer
With the Amose cart drawer, enable the progress bar, set your free shipping amount, add an optional gift milestone and pick the products to recommend. Everything updates live as the cart changes.
Test and adjust
Run your threshold for a few weeks, then compare average order value and conversion rate with the previous period. If conversion dropped, lower the bar a little. If almost nobody reaches it, it is too far away. Small adjustments of a few euros can make a real difference.
