Ali Demirbaş - Lab
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Product Detail Page

Showing a Specific Delivery Date on a Product Page

An estimated dispatch time may reduce uncertainty about when an order will leave the warehouse.

  • Product page
  • Purchase conversion rate (CR)

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Product page
Difference
added

Hypothesis

It is not a delivery date. Show only an estimate that can be calculated accurately and measure its effect on purchases.

How to run this test

Primary metric

Purchase conversion rate (CR)

Compare purchases per assigned visitor who meets the same dispatch-estimate rule.

Other metrics

  • Add-to-cart rateCheck whether shoppers take the first purchase step.
  • Order completion rateReview completed orders among checkout starters alongside overall purchase conversion.
  • Return rateTrack returns over the same follow-up period; do not attribute every return to delivery timing.
  • Shipping-related support contactsWhere possible, track questions about dispatch and arrival separately.

What to check before and during the test

  • DeviceReview the same estimate presentation on mobile and desktop.
  • StageThis test covers dispatch estimates only. Label them clearly so visitors do not mistake them for delivery dates.
  • CommitmentDo not present an estimate as a guarantee.
  • CalculationKeep the inventory, location and order cut-off rules that generate the message fixed.
  • PlacementChoose one placement near the price or CTA before launch.

Setup mistakes to avoid

  1. 1Do not present a dispatch estimate as a delivery date; base it on actual stock, order time and operating conditions.
  2. 2Do not promise guaranteed delivery without stating the applicable terms.
  3. 3Do not use the same message for every product regardless of stock and logistics.
  4. 4Do not change the carrier or cut-off time during the test.
  5. 5Do not hide the possibility of delays.