The key was how little effort it was to actually learn something and be able to apply that learning on the fly. We applied the learning later that week for a nice surplus. And it took all of a couple hours work.

We're a highly branded site. The people that visit us for the most part already know us. They look forward to our emails.

I was surprised, because I was assuming that either the no-limit would raise conversion so high that it would win, or that just keeping the threshold high, which would keep the average order value high, would win. I didn't expect the middle.