How Fenix Commerce Helped Rylee + Cru Increase Conversion Rate by 22.4%

The Problem

Rylee + Cru, a beloved modern kids' clothing brand, needed to improve conversion rates and revenue per visitor (RPV) on their website. While their stylish designs and high-quality materials attracted parents, new visitors often hesitated before making a purchase. The challenge? Building trust with first-time shoppers and providing clear delivery expectations to nudge them toward checkout.

The Method

Using Shoplift’s A/B testing platform, Rylee + Cru partnered with Fenix Commerce to integrate Estimated Delivery Date (EDD) technology across key touchpoints on their site. They systematically tested the impact of displaying EDD messaging on conversion rate (CVR), revenue per visitor (RPV), and average order value (AOV). To ensure meaningful insights, they also analyzed the impact specifically on new visitors, who are often the hardest to convert.

The Findings

+22.4%

CVR (Sitewide)

+37.3%

CVR (New Visitors)

+46.9%

RPV (New Visitors)

A Vision for Change

Rylee + Cru has made a name for itself in the world of children’s fashion with beautifully designed, high-quality pieces. But in ecommerce, even the most stunning product line can’t convert visitors who hesitate at checkout. With an average order value (AOV) of $160, parents were taking their time before committing to a purchase. The team suspected that uncertainty around delivery timelines was leading shoppers to abandon their carts—or worse, seek out alternative retailers.

Fenix Commerce, a delivery management powerhouse, had the perfect solution: an Estimated Delivery Date (EDD) feature that dynamically calculates and displays accurate delivery times based on the shopper’s location. The hypothesis? By reducing uncertainty, they could increase trust and, in turn, conversions.

The Problem: Uncertainty Hurts Conversions

When parents are buying clothes for their kids—especially for special occasions like family photoshoots or holidays—they want to know exactly when their order will arrive. If they aren’t confident their order will make it in time, they might abandon their cart entirely or look for a more predictable option.

What was at stake?

Conversion Rates: Would displaying an accurate EDD make new visitors more likely to complete their purchase?
Average Order Value (AOV): Would increased confidence lead to larger cart sizes?
Revenue per Visitor (RPV): Could a simple trust-building mechanism translate into significant revenue gains?

Rylee + Cru needed concrete data to determine whether EDD could help them turn hesitant browsers into confident buyers.

The Solution: Testing Fenix Commerce’s EDD Technology

Fenix Commerce integrates seamlessly with Shopify, providing customers with real-time, location-based delivery estimates at key points in the shopping journey. The idea was simple but powerful: Give shoppers the confidence to complete their purchase by setting clear expectations on when their order will arrive.

How Fenix Commerce’s Solution Works:

AI Dynamically calculates accurate delivery dates based on customer’s location, fulfillment center, and shipping data.
Displays EDD messaging on product pages, the cart, and checkout to reinforce delivery transparency at every stage.
Helps brands build trust with new visitors by eliminating uncertainty around shipping timelines.

The Methodology: A/B Testing with Shoplift

Rylee + Cru and Fenix Commerce leveraged Shoplift’s A/B testing capabilities to measure the real impact of adding Estimated Delivery Dates. Rather than making assumptions, they ran controlled experiments to compare user behavior with and without EDD messaging.

What They Tested:

Adding EDD messaging across the website – Would showing clear delivery expectations drive measurable lifts in conversion rate and revenue?
Segmenting by visitor type – Would new visitors, who are unfamiliar with the brand, respond even more strongly to EDD than returning customers?

This structured approach ensured that every decision was backed by real data, not just intuition.

The Results: A Game-Changer for First-Time Buyers

After several weeks of testing, the impact of Fenix Commerce’s EDD feature was undeniable.

Sitewide Gains:

+22.4% Increase in Conversion Rate (CVR)
+15.9% Increase in Average Order Value (AOV)
+34.7% Increase in Revenue per Visitor (RPV)

Breakthrough Impact on New Visitors:

+37.3% Increase in Conversion Rate Among New Visitors
+46.9% Increase in Revenue per Visitor Among New Visitors

What This Means:

EDD eliminates hesitation – Giving customers a clear delivery timeline significantly increased conversions.
Bigger carts, bigger revenue – Knowing their order would arrive on time led to higher AOV and more completed purchases.
New visitors need trust signals – The impact was especially strong among first-time buyers, proving that clear delivery expectations are a powerful trust-building tool.

The Conclusion: Shipping Certainty Drives Revenue

Rylee + Cru’s tests with Fenix Commerce, powered by Shoplift’s A/B testing, show that removing uncertainty from the checkout process is a direct revenue driver. The results speak for themselves—when shoppers know exactly when their order will arrive, they feel confident pressing “Buy Now.”

For ecommerce brands looking to increase conversion rates, maximize revenue per visitor, and improve the shopping experience, this case study offers a simple takeaway:

Clear delivery expectations don’t just make customers happy—they make businesses more profitable.

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