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This footwear brand was seeing shoppers dropping off early from their journey on this mobile PDP. Despite selecting a size and tapping "Add to Cart," nearly 50% of users failed to start their checkout. Key fulfillment details, like estimated delivery timelines, shipping costs, and store pickup options, weren't clearly visible at the moment of decision. We tested whether adding these details directly near the Add-to-Cart button would answer common questions upfront and help more shoppers proceed smoothly through the buying journey.
Hypothesis: If the product page answers the delivery and pickup question at the add-to-cart block, more shoppers continue to the cart and reach checkout.
What we A/B tested:
The winning variation: The "Delivery Speed & Pickup" variation came out on top.
Highlighting “Express Shipping” and “1-2 Day Delivery” badges gave shoppers a clear reason to act fast, reassuring them that their order would arrive quickly. By contrast, variations that focused on warranties and return policies lacked this sense of urgency and lost.
The impact:
- +8.6% reached cart
- +8.0% revenue per visitor
Takeaways:
- A winning copy must align with the specific intent stage of the user's flow. At the Add-to-Cart step, shoppers prioritized immediate fulfillment logistics over post-purchase safety nets.
- Most sites bury delivery details down the page. Moving “fast-shipping” badges right next to the Add-to-Cart button turned basic info into a high-impact trigger, pushing +8.6% more shoppers into the cart.
