Inspiration – Test whether inline delivery ETAs near the CTA reduce friction and boost add‑to‑cart/conversions

Overview

Goal: Reduce uncertainty and increase add-to-cart/conversions by showing an estimated delivery window before checkout.

Build time: 5–7 minutes.

Expected impact: Potential uplift of 3–10% in add-to-cart rate and lower product page bounce.

Hypothesis

Making delivery times visible near the primary CTA removes a common purchase objection (“When will it arrive?”). If shoppers can see a clear, honest ETA without leaving the product page, they will feel more confident to add to cart and proceed to checkout.

Assumptions

• Decision Confidence: Upfront delivery info reduces hesitation and comparison shopping.
• Expectation Setting: Clear windows (e.g., “Delivers Tue–Thu, Jan 7–9”) reduce post‑purchase anxiety.
• Geo Sensitivity: ETAs may differ by region; targeting ensures relevance.
• Compliance: ETAs must be realistic and clearly labeled as estimates.

Setting up the experiment in Personizely (Content Test)

Use a simple A/B test with:

• Control: No ETA near the CTA.
• Variant: One‑line ETA placed just below or beside the Add to Cart button.

Keep the message neutral (“Estimated delivery: Tue–Thu, Jan 7–9”), ensure good contrast, and preview on mobile.

For step‑by‑step setup, see: How to create an A/B experiment → Open tutorial

Recommended configuration:

• Targeting: Country/region; new visitors; high‑intent categories.
• Traffic split: 50/50.
• Goals: Primary = Add to Cart; Secondary = Purchase (conversion rate), product page bounce rate.
• Trigger: Immediate.

Additional notes:

• Avoid “Guaranteed” wording; use “Estimated.”
• If dynamic ETAs aren’t available, use geo‑based static ranges.
• Exclude pre‑orders or long lead times that vary widely.
• No dark patterns (no countdowns for shipping).
• Ensure the ETA sits on a single line and doesn’t push key elements down.

You’re all set. This Content Test will validate whether an inline delivery window near the CTA increases add‑to‑cart and reduces product page bounce versus revealing shipping details only at checkout.

Updated on: 15/12/2025