Checkout: Urgent Next Day Delivery
Hypothesis
If we implement 'Urgent Next Day Delivery' on checkout pages (In this experiment, a count down timer was added near the top of a checkout page), then key conversion metrics will improve.
Test Results
Key Learning
Context: Without clear urgency signals, users delay their decision on the checkout, leading to drop-offs and abandoned sessions.
What was tested: REAL-WORLD TEST: 'Urgent Next Day Delivery' was tested on a live checkout page. The test involved 40,999 real visitors. Full statistical results require paid access. Test methodology: In this experiment, a count down timer was added near the top of a checkout page. The timer was only shown before 1pm and clarified that the serivce (...
Result: No statistically significant difference was detected. Inconclusive copy tests usually mean both versions are equally (in)effective at addressing user motivations. Try a fundamentally different angle.
How to Apply This to Your Site
This experiment tested checkout: urgent next day delivery but produced no statistically significant change. The test was run on a checkout page in the cross-industry industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that copy & messaging tests typically require large sample sizes to detect small effects. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
In this experiment, a count down timer was added near the top of a checkout page. The timer was only shown before 1pm and clarified that the serivce (contract cancellation) will be initiated on the same day if users act before a cut off time. Impact on completed payments was measured.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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