Talk to a humanProduct pages got a section telling shoppers when to expect their order to ship. Conversion fell, and testing showed the cost.
A Shipping Timeline Message on Product Pages Cuts Conversion Rate 6.9%
Goal
Conversion rate
Result
-6.9% Conversion rate
Category
Product Page (PDP)
Outcome
Loss Prevented
Before
After
If we tell shoppers on the product page when their order will ship, then conversion rate will increase and bounce rate will drop because they know what to expect.
What We Changed
- Added a section to product pages showing when orders are expected to ship.
- Used the same shipping detail across all products.
- Showed the detail in a raised container with slightly rounded corners.
The Results
How the new version compared with the original, across all devices.
-6.9%
Conversion rate
-5.2%
Revenue per visitor
-6.1%
Orders
Key Learnings
- Clear shipping times didn't build confidence here: conversion rate fell 6.9% and orders 6.1%.
- The original had a 91.6% probability of performing better.
- Mobile took most of the hit, with conversion rate down 9.4% on mobile and 1.8% on desktop.
- The test covered 21,816 visitors over 24 days and didn't reach significance.
Detailed results breakdown
Conversion rate
-6.9%
Revenue per visitor
-5.2%
Orders
-6.1%
Average order value
+1.8%
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Other experiments we've run
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Positive signal
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The mini-cart overlay was rebuilt mobile-first, with less room for promotions and more for the path to checkout. See how it changed sales across 35,480 visitors.
+7.5% Conversion rate
Product Page (PDP)
Positive signal
Updated Product Page Design on Desktop
The desktop product page was redesigned to improve navigation and engagement. See how the updated design lifted conversion rate by 8.5% and RPV by 17.6%.
+8.5% Conversion Rate
Cart
Inconclusive
A Free Shipping Progress Message in the Mini Cart Shows Mixed Results on Conversion and Revenue
The mini cart started showing how close shoppers were to free shipping, right above the checkout button. Fewer shoppers converted, but those who did placed bigger orders.
-5.9% Conversion rate