When reassurance earns the sale
Two ways to move a customer from hesitation to purchase.
The messages
The two messages
Tap a message to see what it does.
One leans on urgency. The other on confidence.
Message examples quoted from NYU Stern [1]. Cards are illustrative reconstructions.
What happens after the click? A retail experiment followed purchases through returns. An early sales lead can shrink once those returns arrive.
The experiment
What got tested
Step through the setup, then flip the return adjustment.
Nearly 6,000 customers, on a specific product page at a large Asian fashion retailer. [1]
The lesson: measure the full purchase cycle. Return-adjusted sales still leaves profit and customer welfare to check. Qualitative summary; exact effect sizes are not shown. [2]
An application to test
Answer the doubt where it appears
Suppose shoppers keep asking about fit. Flip between the current page and a proposed redesign.
A shopper with a fit question gets no help here.
Proposed redesign. The study did not test this screen.
Test one uncertainty. Test the current page against a version with fit help. Keep the offer stable and visitors in consistent groups.
Measure orders kept, margin and complaints. Let the delivery and return windows finish.
Read it your way
The same article as a three-page PDF, with clickable source links.
Illustrations are reconstructions. The finding comes from one large Asian fashion retailer; test its relevance locally. Full methods and effect sizes were not independently inspected.