Rather than simply stating the fact of ‘Free shipping’ (designed for all possibilities), the goal was to improve Relevance for the majority of SportChek users by telling them “CONGRATULATIONS, YOU QUALIFY FOR FREE SHIPPING!” (optimizing for probability). For the small group that didn’t qualify, SportChek took the same approach and did the math for them: “Just $17.45 more to qualify for free shipping”.
7.3% increase in sales (99.5% confidence)
By shifting the user’s perspective, SportChek turned a statement that required the user to self-calculate into a reason for celebration for those who qualified. It is all a matter of perspective.