Does an in stock and shipping time message lift desktop sales?
Our desktop product page said nothing about stock or shipping time. We added both just before the add to cart button. Conversion moved 1.7% in 15 days, short of our confidence bar.
Not significant Desktop 15 days Not called
The hypothesis
By showing that the product is in stock, where the order comes from and how fast, right before the add to cart button, we will answer delivery questions early, resulting in more desktop shoppers buying.
The desktop product page did not say whether an item was in stock or how long it would take to arrive. Shoppers who wonder about delivery may leave to check or simply delay.
A short line before the button can answer both questions. A shipping message had already won in an earlier product page test, so we built on it here.
What we changed
We added an in stock and shipping time line before the button.
The control showed the price and the add to cart button with no stock or shipping detail. Var A added an in stock label and a line saying where the order is sent from and in how many days, placed just before the add to cart button. Nothing else on the page changed.
- In stock label added
- Sent from and delivery days added
- Placed before add to cart button
The result
Conversion moved 1.7% in 15 days, not enough to call a winner.
Conversion rose 1.7% and revenue per visitor rose 6.6%, but neither cleared our confidence bar. Average order value was up about 5%.
Early on the variation showed some movement. As more traffic came in, the results leveled out, so we paused the test after 15 days.
What we would do next
Group the shipping details and test them again.
The message did not hurt, and revenue per visitor leaned positive, so the idea was worth another round. Our follow up test grouped the shipping benefits into 1 line with a truck icon and moved the shipping exclusions after the benefit, to make the message easier to scan next to the button.