Instead of “Fast shipping” or “Ships in 2-3 days,” a home goods brand switched to showing the exact arrival date: “Get it by Thursday, Dec 19.”
Vague timeframes force mental math. “2-3 business days… is today Tuesday? When’s the weekend?” Concrete dates eliminate the calculation. Thursday is Thursday. The brain relaxes.
They dynamically calculated arrival dates based on postcode and displayed it next to the add-to-cart button in green text.
Add-to-cart rate jumped 14%. The product didn’t ship any faster – it just felt more certain.
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