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Thermos, the iconic brand behind the world’s best-known vacuum-insulated drinkware, partners with MageCloud on an ongoing conversion optimisation programme to enhance customer experience and drive ecommerce performance.
Consumer goods
> 60 K monthly visits
CRO, UI/UX Design, A/B Testing
Thermos, the brand behind some of the world’s best-known vacuum-insulated drinkware, works with MageCloud on an ongoing conversion optimisation programme.
During our analysis of the shopping journey, we identified an opportunity around delivery: customers had no easy way of seeing how close they were to qualifying for free delivery.
We designed a delivery progress bar for the mini cart, validated it through a controlled A/B test, and measured a 35.74% increase in completed checkouts – alongside a 66.40% increase in revenue per visitor.
Delivery is one of the most influential factors in ecommerce decision-making. When customers are unsure what delivery will cost, or what they need to do to avoid paying for it, that uncertainty arrives at exactly the wrong moment: as they weigh up whether to continue shopping or head to checkout.
On the Thermos store, a free-delivery threshold existed, but customers had to remember it, find it, and do the arithmetic themselves. Nothing in the cart told them how close they were. This wasn’t a failure of the existing experience – it was an optimisation opportunity, the kind that CRO analysis is designed to surface.
A threshold you can’t see is just a number in the small print.
A threshold you can see filling up is a goal.
A delivery progress bar does several useful things at once: it turns an abstract spend target into something visibly achievable, gives immediate feedback every time the basket changes, and removes the mental arithmetic of “how much more do I need to add?”.
It also creates a clear next step – add one more item – and rewards it, encouraging larger baskets without leaning on discounting.
By showing customers their progress towards the free-delivery threshold in the mini cart, we expected more customers to add an additional item and continue to checkout, because the threshold would become a visible, achievable goal rather than a calculation resulting in a higher conversion rate and higher revenue per visitor.
We added a delivery progress bar to the mini cart – the panel customers see immediately after adding a product. It showed how much more they needed to spend to qualify for free delivery, updating live as items were added or removed, and confirming clearly once the threshold was reached.
The design followed the existing Thermos interface, so the bar read as a natural part of the cart rather than a promotional banner. Clarity and visibility were the priorities: one message, one visual, and an obvious next step at the exact moment customers were deciding what to do next.
Rather than rolling the change out on opinion, we ran a controlled A/B test from 23 June to 4 July 2026.
Traffic was split between the original cart (12,792 visitors) and the variation with the progress bar (13,058 visitors) – 25,850 visitors in total. The primary metric was completed checkouts; we also tracked checkout starts, revenue per visitor, average order value and products per order.
Splitting traffic this way isolated the effect of the progress bar from seasonality, campaigns and everything else happening on the site.
The primary result – the uplift in completed checkouts – was statistically significant at 99.75% confidence.
The revenue and basket-size improvements reached significance too.
Later checkout steps (contact and shipping details) showed directional improvements that did not reach significance on their own, which is expected: the progress bar’s job was to get more of the right customers into checkout with bigger baskets, and that is what the data shows.
Our interpretation is that the progress bar did more than display delivery information – it gave customers a clearer, more motivating path through the purchase.
Uncertainty about delivery costs was replaced with visible progress; the effort of calculating a spend gap was replaced with instant feedback; and “should I keep shopping?” gained an obvious, rewarding answer.
The rise in both basket size and completed checkouts is consistent with that reading, though the mechanisms themselves are interpretation rather than something the data directly proves.
The biggest CRO wins are rarely redesigns. They come from finding specific points of hesitation here, delivery uncertainty in the cart and validating a focused fix through experimentation.
That is how we work: evidence-led, customer-focused and commercially accountable. Ideas earn their place on the site by winning a test, not by being someone’s preference.
Your website may already have the traffic it needs. The next opportunity could be removing the small points of friction preventing more visitors from converting. We help ecommerce brands find those barriers, build a prioritised CRO roadmap, and prove what works through structured A/B testing – on Magento, Shopify, and WooCommerce.
Book a strategy call or email [email protected] to talk it through.
MageCloud, a leader in bespoke web solutions, specializes in crafting tailored designs that elevate online experiences. With a track record of successful projects, MageCloud is dedicated to driving growth and success for e-commerce ventures.
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