~its the moooost wonderfuuuul tiiiiiimmme, of the yeeeaaaar… 🎵💃🎵💃🎵💃

That’s right folks, BFCM is upon is. Michael Bublé and Mariah Carrey are being defrosted, parents are stressing about gifts, and merchants are gearing up for ‘the crazy season’.

She Looked, She Left, She Bought Anyway.

We were losing browsers.

They’d look at HydraHer, think “maybe later,” and ghost harder than a bad Tinder date.

Classic browse abandoner behavior.

So we asked the question: what actually makes someone come back? Urgency? Or trust?

What We Changed

Control (A) was the standard ecommerce knee-jerk:

Dark background, “selling fast” line, one button, product grid. A transactional ghost ping.

Variant (B) was an intervention.

We tore it down, wrote like a human, and rebuilt it for someone sitting in hesitation. Added real testimonials. Mentioned the 60-day guarantee. Lighter palette. More breathing room.

We didn’t tell them to “hurry.” We told them why it’s safe to buy.

What Happened

The spreadsheet didn’t lie.

• Revenue per Recipient → €0.17 (Control) vs €0.51 (Variant) → 3x lift in revenue-per-recipient.

• Order Rate → 1 vs 3 → 3x lift

• Click Rate → 3.93% vs 3.14% → -25.16%

That’s a 3× lift in revenue per recipient.

And before anyone says “but the click rate dropped,” yeah - because the ones who did click weren’t kicking tires. They were done thinking. They bought.

We didn’t win by chasing engagement. We won by building conviction.

Why It Worked

Most browse flows talk to shoppers like they’re impulsive.

They’re not. They’re anxious. Especially in categories that touch personal comfort or intimacy.

A version that said “Hey, relax - other women felt this too” outperformed “Buy now before it’s gone.”

Because people don’t need more pressure. They need permission.

Also, that beige redesign? Don’t underestimate it. It visually whispered “you can trust us,” while the dark one screamed “we’re trying to sell you something.”

We can’t prove causality, but the math doesn’t care about your feelings.

Closing Insight

If your flow emails still sound like a clearance announcement, you’re leaving money on the table.

Empathy scaled better than urgency here.

The next time your team debates “should we make it shorter?” remember: attention spans aren’t short, they’re skeptical.

Make them feel safe, not sold.