# Buy button stressing 24-hour availability: +6.3% sales

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Add-to-cart & CTA buttons, Sales, urgency & limited-time offers
- Test run by: [RIPT Apparel](https://liftarchive.com/practitioners/ript-apparel/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/ript-apparel/
- Page: https://liftarchive.com/test/ript-apparel-buy-button-24-hour-urgency/

A buy button that stressed each design is only available for 24 hours raised sales by 6.3%. RIPT Apparel, which sells a new tee design each day, ran this test itself, and it was published as a VWO case study. Only the button changed; there were no new offers, products or policies.

## Result

**+6.3% sales**

- Sales: up 6.3% versus the green button.
- The case study says the button was the only change during the test.
- Sample size, test length and confidence level were not shared, so the lift may be less certain than it looks.

## Control

A green, eye-catching buy button. This button had itself replaced an older one that blended into the page, but that earlier switch was never tested.

## Variant

A buy button that made the 24-hour availability of the design clear.

## Why it likely won (our reading)

- The time limit was real: each design was sold for one day. Pointing that out gives shoppers a true reason to buy now.
- Putting the message on the button puts it right at the point of decision.
- A daily-drop shop attracts browsers who may plan to come back later. The reminder tells them later may be too late.

## Caveats

No sample size, duration or significance was given. The control was a green button that was itself rolled out without a test.

## How to run this test

- Hypothesis: If we state on the buy button that the product is only available for a limited time, then more visitors will buy because they know waiting means missing out.
- Primary metric: Orders per visitor
- Guardrail: Refund or return rate
- Guardrail: Average order value
- Guardrail: Repeat purchase rate
- Who should test it: Stores with real time limits, such as daily drops, limited runs or flash sales. It will likely backfire if the deadline is fake, since shoppers who come back and see the item still on sale will stop trusting the store.

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Credit: RIPT Apparel ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/ript-apparel-buy-button-24-hour-urgency/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.