Does a simpler delivery message lift desktop product page sales?

Our desktop product page split its delivery details across several statements, with the exclusions before the benefit. We tested 1 combined line with the exclusions after it. Over 16 days, conversion moved 4.1% higher, short of our confidence bar.

Not significant Desktop 16 days Not called

SURFACE

Product page

DEVICE

Desktop

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By grouping the delivery benefits into 1 line and putting more focus on the buy button, we will make the offer easier to read, resulting in a higher conversion rate.

An earlier test on this page added stock and delivery-time details near the buy button, and this round built on it. The delivery details were split across separate statements, and the exclusions came before the benefit, so the good news was harder to spot.

What we changed

Delivery details combined into 1 line, with the exclusions moved after

Var A moved the truck icon above the free delivery statement, combined the delivery statements into 1 line, and moved the delivery exclusions after the benefit.

VAR A: DELIVERY ROUND 2

Truck icon moved above the free delivery statement
Delivery statements combined into 1 line
Delivery exclusions moved after the benefit

The result

Conversion moved 4.1% higher, short of our confidence bar

CONVERSION RATE

+4.1%

REVENUE PER VISITOR

-0.9%

Over 16 days, the combined delivery line converted 4.1% better than the original, while revenue per visitor was 0.9% lower. Neither gap reached our confidence bar. Partway through, we removed pet products from the test. We paused it after product page updates made the default option mention free delivery in its own copy.

What we would do next

Retest the delivery line against the updated product page

The combined line showed an early lift in conversion but not in revenue. Once the page began defaulting to an option that already mentioned free delivery, the line had less to add. We would retest it against the updated page before deciding.