Pattern #62: Urgent Next Day Delivery

Pattern #62  Tested 4 timesFirst tested by Marlies Wilms Floet Recently tested by Daria Kurchinskaia on Jan 30, 2023

Based on 4 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Urgent Next Day Delivery (Variant A) Urgent Next Day Delivery (Variant B)

Expected Median Effects Of B

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Progression

(1 tests)

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Leads

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Signups

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Engagement

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Sales

(4 tests)

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Revenue

(1 tests)

-

Retention

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Referrals

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ANY PRIMARY

(4 tests)

Tested on

Tests

Pattern #62: Urgent Next Day Delivery
Was Tested On Missetam.nl by Marlies Wilms Floet

Added

Isolated

Test # 136 on Missetam.nl by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Marlies Wilms Floet    Dec 18, 2017 Test link

Find Out How It Did

  • Measured by successful sales

Zoom In
A
B
Product

De Nieuwe Zaak (a Dutch ecommerce agency) tested a countdown timer on an ecommerce site. The variation showed how many hours and minutes were left in order to be eligible for next day delivery. The variation beat the control which did not have this element of urgency.

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The Same Pattern Was Also Tested Here

Added

Isolated

Test # 452 on Volders.de by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Daria Kurchinskaia    Jan 30, 2023 Test link

Find Out How It Did With 40,999 Visitors

  • Measured by completed purchases

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Checkout

In this experiment, a count down timer was added near the top of a checkout page. The timer was only shown before 1pm and clarified that the serivce (contract cancellation) will be initiated on the same day if users act before a cut off time. Impact on completed payments was measured.

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Replaced

Isolated

Test # 163 on Lovehoney.co.uk by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Matthew Curry    Mar 27, 2018 Test link

Find Out How It Did

  • Measured by visits to a thank you page

  • Measured by average order value

Zoom In
A
B
Product

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Added

Isolated

Test # 157 on Bobandlush.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Viljo Vabrit    Mar 06, 2018 Test link

Find Out How It Did With 1,877 Visitors

  • Measured by adds to cart

  • Measured by visits to thank you page

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

Hypothesis - Urgency leads to higher conversions as people have less time to think and will instead follow their impulse to complete the purchase now rather than later.

The Treatment - From Monday to Friday, before 4 PM, we added the urgency message “Free next business day delivery if you order before 4 PM (UK)”. We placed the urgency message just below the product name ensuring that it fell into the reading pattern of all visitors interested in the products. To ensure the treatment was only shown at the right time and for the right people we added a condition: MON, TUE, WED, THU, FRI before 4 PM; UK IP.

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For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.