# 'Order Today, Ships Next Business Day' header: +41% value per visit

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Hero & above-the-fold section, Shipping & delivery messaging
- Test run by: [Trinity Insight](https://liftarchive.com/practitioners/trinity-insight/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/smileycookie/
- Page: https://liftarchive.com/test/smileycookie-header-next-day-shipping-message/

Of five value propositions tested in SmileyCookie's homepage header, 'Order Today, Ships Next Business Day' won, with $3.78 per visit, 41% above the site average. Trinity Insight ran this test for the gift cookie brand, and it was published as a VWO case study. The comparison is with the site-wide average during the test, not a single control.

## Result

**+41% value per visit**

- Conversion rate: 12.61% for the next-day shipping message, versus 8.98% across the whole site in the same period.
- Value per visit: $3.78 versus a $2.68 site average, a 41% lift, reported at 95% confidence.
- Average order value barely moved ($29.95 versus $29.85), so the gain came from more people buying.
- The discount and shipping-price messages did worse than the speed message. Their exact numbers were not shared.

## Control

SmileyCookie used a large header area on the homepage for seasonal or promotional offers. Five different messages were tested against each other in that space.

## Variant

The winning creative read 'Order Today, Ships Next Business Day'. The others offered $5 off for signing up, $6.99 ground shipping, free shipping over $40, and cookies made fresh and hand iced.

## Why it likely won (our reading)

- Cookies are perishable and often sent as gifts for a date. Knowing they ship fast removes a big worry.
- Shipping speed is a benefit shoppers cannot easily assume. Freshness or price may matter less once that is answered.
- A $5 sign-up offer asks for something first, which adds a step before buying.

## Caveats

The winner was compared with the site-wide average rather than a fixed control, which may flatter the lift. Sample size and test length were not shared.

## How to run this test

- Hypothesis: If we lead the homepage header with our shipping speed, then more visitors will order because they know the product will arrive in time.
- Primary metric: Revenue per visitor
- Guardrail: Average order value
- Guardrail: On-time delivery rate
- Guardrail: Customer service contacts about delivery
- Who should test it: Stores selling gifts, perishables or time-sensitive items that can ship fast. It probably won't help if your shipping speed is no better than competitors, or if you can't keep the promise in peak season.

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Credit: Trinity Insight ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/smileycookie-header-next-day-shipping-message/).
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.