Estimated delivery dates across the site: +22.4% conversion rate
Commentary byLiftArchiveOur analysis, not theirsShowing location-based estimated delivery dates on product, cart and checkout pages raised conversion rate by 22.4% and revenue per visitor by 34.7% for children's clothing brand Rylee + Cru.
Fenix Commerce, the vendor of the delivery date app, ran the test, and it was published as a Shoplift success story. New visitors showed the biggest lift.
- Conversion rate: +22.4% site-wide.
- Revenue per visitor: +34.7%, and average order value: +15.9%.
- New visitors: conversion +37.3% and revenue per visitor +46.9%.
- The test ran for several weeks. No sample size or confidence level was shared.
The change
The variant adds a location-based delivery date, repeated in cart and checkout.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The site showed no estimated delivery date to shoppers.
Variant
An estimated delivery date, worked out from the shopper's location and shipping data, appeared on product pages, in the cart and at checkout.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Parents often buy kids' clothes for a set date, like a photo shoot or holiday. A clear delivery date answers whether it will arrive in time.
- With an average order of about $160, shoppers had more reason to hesitate, and removing doubt helps most on bigger orders.
- New visitors don't know the brand's shipping speed yet, which fits with their larger lift.
Caveats: This is a vendor story about its own app, and no sample size or confidence level was published. The AOV lift is large for a shipping message, which is worth checking in your own test.
Who ran it
Fenix Commerce ran this test for Rylee + Cru and published the results (Shoplift success story). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Fenix Commerce →
How to run this test on your store
- Hypothesis
- If we show an estimated delivery date based on the shopper's location on product, cart and checkout pages, then conversion will rise because shoppers know their order will arrive when they need it.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Late-delivery complaints
- Conversion rate for new visitors
- Who should test it
- Stores where buyers often need items by a date: gifts, occasion wear, seasonal products. It only works if your delivery estimates are accurate; missed dates will cost trust.
Questions
Does showing a delivery date increase conversions?
It did for Rylee + Cru, with a 22.4% lift in conversion rate. The effect was strongest among new visitors.
Where should an estimated delivery date appear?
Rylee + Cru showed it on product pages, in the cart and at checkout, so shoppers saw it at each step.
What if delivery estimates are wrong?
Wrong dates can lead to complaints and lost trust.
Base the estimate on real location and carrier data, and track late deliveries.
Similar tests
@DaveDiederen@DaveDiederen@DaveDiederen
Surefoot