We started to work with this website (can't share exact name because of NDA) in the end of November 2017 and decided to use standard CRO framework that contains all types of analysis (User Behaviour, Heuristic, Google Analytics analysis) before A/B testing.
After initial CRO audit and first A/B tests, we have implemented Customer Polls and Surveys on key steps of Conversion funnel to collect feedback directly from customers. Based on Customer responses we have developed a few hypothesis and in A/B test #7 we have found that by displaying Shipping information on Product page we can significantly impact on Conversion Rate (We had 27% Revenue Increase in A/B test #7
From that point we focused on more aggressive promotion of Shipping information in further A/B tests. A/B testing hypothesis:
Based on Customer Surveys after purchases, we have found that the biggest concern of our customers was lack of Shipping information (Time, International shipping, terms, price). Also based on results of A/B test #7 we found that Shipping section on Product pages increased ECR and Revenue by 27%.
In addition to this data, we have found that only 9% of Mobile visitors reach this section, so it means that the majority of potential customers don't see information about Shipping.