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Category & Listing

Earliest Delivery Date on Product Cards A/B Test

Showing an estimated delivery date on the product card may help visitors assess delivery time before opening the product page.

  • Category listing
  • Purchase conversion rate

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Category listing
Difference
added

Hypothesis

It could speed decisions for time-sensitive purchases, but an inaccurate estimate can create expectations the operation cannot meet.

How to run this test

Primary metric

Purchase conversion rate

Compare purchases among eligible visitors who see a delivery estimate in the listing.

Other metrics

  • Listing-to-product click-through rateCheck whether visits to product pages change.
  • Delivery estimate accuracyCompare actual delivery with the estimate shown to the visitor.
  • Cancellation or return rateTrack cancellations or returns linked to delivery expectations.
  • Sales of slower-delivery productsMake sure sales of slower-delivery products do not fall materially.

What to check before and during the test

  • EstimateShow the earliest estimated delivery date for eligible products.
  • Keep constantKeep delivery operations, estimate logic, shipping fees, sorting and card content unchanged.
  • ChoiceCheck whether visitors shift toward products with faster delivery.
  • AccuracyCompare the displayed estimate with actual delivery.
  • Separate testShowing a date versus a number of days is a separate copy-format test.

Setup mistakes to avoid

  1. 1Do not promise a date the operation cannot meet.
  2. 2Label estimates clearly; do not present them as guaranteed dates.
  3. 3Do not add delivery information and shipping fees together in this test.
  4. 4Do not present a location-dependent estimate as certain before the location is known.
  5. 5Review estimate accuracy before applying any conversion lift.