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Good morning.
Happy Q4 to all those who celebrate.
Letâs get into it:
đŚ A shipping promise you can keep
During BFCM and holiday gifting, delivery timing can decide whether someone buys. But as @davediederen points out, an exact arrival window can backfire. Promise âArrives Dec 20â22,â and a package delivered on Dec 23 feels late, even if your team shipped it on time.
Dave suggests testing âShips by tomorrowâ on product pages when you can reliably meet that cutoff. It communicates speed while promising the part of fulfillment you control.
Before the holiday rush, check that your shipping message matches your processing schedule, order cutoffs, and weekend coverage.
Looking to do some more CRO testing before BFCM? Keep scrolling for more tips and testing ideas from Pilothouse.
đ° How one brand hit 30x ROAS with creator content
You read that right. Meta reports that 71% of consumers make a purchase within a couple of days after seeing creator content across its apps.
Scaling that content can quickly turn your team into a full-time creator management department. minisocial handles the work for you.
They hand-select micro-influencers, manage the content, and give you fully licensed assets with whitelisting access baked in. There are no long-term contracts. You pay per project and keep control over who you work with and what goes live.
One minisocial client reported a 30x ROAS from whitelisting, calling it one of their strongest paid media initiatives.
Imperfect Foods, Vuori, Our Place, and MadeGood already work with minisocial.
*Â sponsored
â 8 weeks to Black Friday: Add reviews to collection cards
Each week leading up to Black Friday, weâre sharing one relatively simple CRO test operators can launch before Q4 traffic peaks.
The goal is to collect useful data now, then roll out the winning experience when traffic spikes.
Holiday shoppers often compare several products before choosing a gift.
Showing social proof directly on collection pages can give them another reason to click.
CompartĂŠs currently uses beautiful product imagery and labels such as âVeganâ and âBest Seller,â but its customer ratings are absent from the product cards.
Pilothouse recommends bringing rating and review counts closer to the moments when shoppers are deciding what to explore.
If social proof only appears on the PDP, customers must click before learning which products other buyers trust most.
Adding ratings to collection cards could improve product-card click-through rate, help well-reviewed products stand out, and increase conversion among first-time visitors who have limited familiarity with the brand.
How to run this CRO test:
This test is especially useful before Black Friday, when unfamiliar shoppers may need to evaluate a larger assortment quickly.
Would ratings make you more likely to click a product, or do you look for another signal first? Reply to the newsletter and tell us!
đ§ Your post-purchase flow is missing something
How can your post-purchase flow encourage a second purchase sooner?
On this episode of TWBERP, Jordan breaks down where email revenue typically comes from and shares a post-purchase optimization designed to pull repeat purchases forward.
The first step is a specific cross-sell.
If someone buys your bestselling T-shirt, Jordan doesnât recommend immediately discounting another T-shirt. Theyâve already shown theyâre willing to buy that product.
Instead, look for another product category you want them to explore, ideally one with healthy margins, and build your offer around that.
The goal is to use the post-purchase window to move customers further into your catalog.
Then Jordan introduces a broader offer, such as a discount triggered by spending above a certain threshold.
Rather than leaving that offer inside your post-purchase flow, Jordan explains how to coordinate it across your retention ecosystem, including a channel that most customers encounter.
The result is a multi-channel system designed to give recent buyers more opportunities to come back while their purchase is still fresh.
âśď¸ Watch here | đ§ Listen on Spotify
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