3
Urgent
Homepage
Shipping delay warning
The prominent 'orders may take up to 30 days to ship' notice at the top of the homepage creates immediate hesitation and may deter conversions by signaling fulfillment risk.
scroll ↕ — this is the live page
⚠ Shipping delay warningThe homepage hero prominently displays a shipping delay notice stating orders may take up to 30 days to ship. This immediately signals fulfillment …
Replace delay noticeAdd trust calloutSoften messaging
New Arrivals
Wildly Comfortable. Super Natural.
Experience the softest, most sustainable fabrics.
SHOP MENSHOP WOMEN✓ Free 30-day returnsShop with confidence — easy returns and free shipping on orders over $100.
FixReplace the shipping delay notice with trust-building messaging that reduces objection, such as 'Free 30-day returns' and 'Free shipping on orders over $100'. This shifts the focus from a potential negative to positive assurances that encourage purchase. The delay notice can be moved to a less prominent location, like the footer or checkout, where it is less likely to impact initial decision-making. This change directly addresses the trust barrier without hiding necessary information.
Evidence
Observed on the live site
✓ Flagged independently by 1 of 7 analysts
- Body sample: 'Due to increased demand, orders may take up to 30 days to ship.'
Business case
If this change wins
$70,762 – $283,046
annual opportunity if it wins
Medium
Effort — 2-5 days
40 days
A/B test duration
Prioritisation
PXL score: 5 / 10
| Question | Answer | Points |
|---|---|---|
| Is the change above the fold? | Yes | 1 |
| Is the change noticeable in under 5 seconds? | Yes | 2 |
| Does it add or remove an element? | Yes | 1 |
| Does it run on a high-traffic page? | Yes | 1 |
| Discovered via user testing? | No | 0 |
| Discovered via qualitative feedback (survey, support)? | No | 0 |
| Supported by heatmaps or session recordings? | No | 0 |
| Found via digital analytics or real-user field data? | No | 0 |
| Verified by direct technical measurement? | No | 0 |
Implementation
Hand this to your developer
- Surface
- Homepage — HOMEPAGE HERO
- Problem
- The prominent 'orders may take up to 30 days to ship' notice at the top of the homepage creates immediate hesitation and may deter conversions by signaling fulfillment risk.
- Current state
- h1: Wildly Comfortable. Super Natural.; cta: SHOP MEN / SHOP WOMEN; notes: The shipping delay notice is displayed prominently at the top of the page, above the hero messaging.
- Change
- h1: Wildly Comfortable. Super Natural.; cta: SHOP MEN / SHOP WOMEN; notes: Soften the messaging to 'Free shipping on orders over $100' and move the delay notice to a less prominent location, or replace with a trust-building line like 'Free 30-day returns' to reduce objection.
- Acceptance criteria
- GIVEN a first-time visitor on the affected page
WHEN the change is live
THEN Soften the messaging to 'Free shipping on orders over $100' and move the delay notice to a less prominent location, or replace with a trust-building line like 'Free 30-day returns' to reduce objection, with no regression at 375px and 1280px widths. - Tracking
- event: cro_shipping_delay_warning on interaction with the changed element; verify it fires in BOTH variants before opening traffic.
- Success metric
- conversion rate on the affected step
- QA checklist
- Chrome / Safari / Firefox · 375px + 1280px · keyboard reachable · screen-reader name present · no CLS introduced
- Effort
- Medium — 2-5 days
- Test plan
- 118,817 visitors per variant (95% significance, 80% power); 40 days.
- Rollback
- Feature-flag the change; revert the flag if the primary metric drops for 3 consecutive days.