Results: With or Without the Get It By Notification?

With "Get It By" Notification

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Without "Get It By" Notificaiton

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With or Without the Get It By Notification?

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Difference Between Versions:

Version A – With “Get It By” notification; shown directly below subtotal
Version B – Without “Get It By” notification


Key Performance Indicator (KPI): 

Completed orders


Test Goal:

Increase shoe sales

 

Traffic Source: 

All

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This week’s Featured Test is brought to you by:

Test Run For

Helm

Test Run By

Get It By

Test Run On

Google Optimize

WINNING VERSION

A

Poll Results - The Best Guesses:

With or Without the Get It By Notification?

  • Version A
  • Version B
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Background & Test Details:

Get It By is an eCommerce solutions provider that helps online retailers display product shipping information to increase buyer trust. Through a javascript pixel, retailers can show shoppers expected delivery dates for products, personalized to the shopper’s location.

The notification looks like this:

notification

Working with the stylish men’s boot retailer, Helm, the testing team wanted to know if they could increase shoe sales by adding the “Get It By” notification on the cart page.


Hypothesis:

The team suspected showing the Get It By shipping information would lift sales for two reasons:

  1. Displaying shipping information would help shoppers feel assured the product would arrive in a timely fashion.
  2. Showing the timer, with the shipping cutoff time, would prompt shoppers to immediately place their order, to ensure meeting the delivery deadline.

However, the team acknowledged, showing the Get It By shipping information could have no effect at all. Or, worse yet, could create hesitation and lower conversions.

So, decided to put it all to the test.

 

 


Test Set-up:

To test which worked best – the cart page with or without the Get It By notification – an A/B test was set-up and run on Google Optimize.

The study ran for two months. During this time, over 5,000 visitors took part in the study. Traffic was split 50/50.

Half of visitors saw the page with the Get It By shipping information that looked like this:

(Note the red box and arrow have been added to this screenshot so you can clearly see the difference between versions).

The other half of visitors were shown the page without the shipping information. The page looked like this:

Completed orders were tracked across both versions.


The Real-Life Results:

Winner: Version A – with the Get It By display was the standout winner.

Compared to the version without it, adding the shipping display information increased orders 11%.

Results achieved 95% confidence.


Analysis:

Why did adding just a simple delivery notification work so well to increase conversions?

There’s likely a few factors at play:

1. Helped Meet Consumer Expectations

Online shoppers have come to expect shipping transparency, particularly with “Amazonification” of eCommerce.

According to Get It By, 76% of online shoppers have Amazon Prime. So, we’ve come to expect that when we purchase online, we’ll be told exactly when our products will arrive.

 

2. Provided Assurance Product Would Arrive On Time 

In fact, we may make purchase decisions specifically based on expected arrival date.

Think last minute holiday or birthday gift shopping. Ever NOT buy something on Amazon because you didn’t think it’d arrive in time?

According to Get It By, 78% of online shoppers say delivery date significantly affects their buying decisions. What’s more, Get It By reports 83% of shoppers say that the product delivery date is just as important as price. When you’re in a pinch, knowing you’ll get your goods in time might be just what you need to convert.

 

3. Reduced Hesitation & Increased Urgency

Knowing your order will arrive in time provides a sense of relief. This reassurance reduces hesitancy and eases the purchase decision.

You don’t have to think about timing, or pull out your calendar, counting backwards the days needed for your item to arrive in time. It’s a no-brainer. Get It By tells you exactly when your order will come – to your personalized location.

But, beyond this personalized reassurance, another psychological factor may be a swaying factor: urgency.

The fact shoppers had to place the order, within a limited timeframe, to take advantage of the shipping date, likely help motivate action.

That’s because our brains are hard-wired to avoid missing out on things. Research looking at the effect of urgency in eCommerce shows, when we perceive something as scare, we feel a more pressing need to buy.

Shoppers were clearly told, to get the product in time, they needed to act NOW. So, they did!

While the results of this test, and the reasons behind its success may not be overly surprising, this study adds further evidence to support the idea that reassurance, and urgency convert.


Tangible Takeaway & Immediate Application

Adding shipping transparency on the cart page can help reduce hesitation and increase buyer trust.

As well, even something so little as a small built-in timer, displaying the shipping cutoff time, can heighten urgency, motivating visitors to convert.


 

Poll Results - The Best Guesses:

With or Without the Get It By Notification?

  • Version A
  • Version B
Loading ... Loading ...

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Become a More Successful Digital Marketer

Pro Members get exclusive access to the full library of Archived Tests, helpful resources, plus personally connect with industry experts to get your specific questions answered. Get the Pro Advantage

Get Your A/B Test Featured!

Have your A/B test showcased. You'll get a great case study write-up, your logo prominently featured, linkbacks to your site, and social media promo, giving you valuable, free brand exposure. Submit Your Test

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