Pattern #62: Urgent Next Day Delivery

Pattern Author: Viljo Vabrit - Managing Director @ ConversionXL Agency

Based on 3 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
Almost Certain Winner
Urgent Next Day Delivery
  1. Next Day Delivery Message Urgency

    The idea is to show an element of urgency to motivate people to receive the product sooner. For example: having a countdown timer (or cut off time of day) by when an order has to be placed so that the item is received by the next day.

Median Effects



Ex: First Action

(1 tests)



Ex: Leads, Quotes



Ex: Trials



Ex: Future Action



Ex: Transactions

(3 tests)




(1 tests)



Ex: Return Visits



Ex: Social Shares


Test #163 Tested on by Matthew Curry Matthew Mar 27, 2018

Find Out How It Performed

Product Mobile, Desktop
  • Measured by visits to a thank you page   |   p-val (?)

  • Measured by average order value   |   p-val (?)

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Test #157 Tested on by Viljo Vabrit Viljo Mar 06, 2018

Find Out How It Performed With 1,877 Visitors

Product Desktop
  • Measured by adds to cart   |   p-val (?)

  • Measured by visits to thank you page   |   p-val (?)

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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Test #136 Tested on by Marlies Wilms Floet Marlies Wilms Dec 18, 2017

Find Out How It Performed

Product Desktop
  • Measured by successful sales   |   p-val (?)

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.

Get Access To See The Test Results

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.