Win Report: How reframing lead times increased conversions by 22%

Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win.

In the next three minutes, we’ll show you how connecting lead times to American craftsmanship increased conversions by 22% for DiamondBack Covers, a US manufacturer of ultra-durable truck bed covers.

Control vs. variation of DiamondBack HD product page showing how reframing lead times as ‘Built to order in the USA’ and revising the FastTrack tooltip emphasizes craftsmanship and faster production options.

Research: What the sales team already knew

When we work with a client, we always spend time with their sales team. People at the sharp end of selling a product or service often have untapped insights into the things that customers care about—we call them “VOC Aggregators". They hear common objections repeatedly—and, just as importantly, they know which counter-objections resolve them.

For DiamondBack Covers, one objection came up again and again in sales conversations:

“Why does it take so long to receive a cover?”

This wasn’t just a complaint about speed. Unexplained delays can often feel arbitrary, triggering hesitation and risk aversion. When buyers didn’t understand why there was a lead time, uncertainty crept in—and uncertainty is a powerful conversion killer.

Crucially, the sales team already had an effective counter-objection:

You’re paying for quality and American craftsmanship. Every cover is built to order. If you need it faster, we offer FastTrack.

The success of this counter-objection aligned with a well-established psychological pattern: people tolerate waiting far better when it’s explained and purposeful. Explained delays—especially those tied to effort, craftsmanship, or care—are processed very differently. The lead time isn’t inefficient—it’s evidence of work being done.

Behavioral research consistently shows that effort increases perceived value and that waiting feels shorter when people believe something meaningful is happening during that time.

In our article, Why DiPS (Diagnose → Problem → Solution) thrashes meek tweaking, we say:

“The best marketers don’t guess. They find out exactly why their visitors aren’t converting, then create funnels that counter each objection at the exact moment that the visitors think about it.”

How could we surface the sales team’s counter-objection at the moment the objection formed, anchoring the delivery timeline to craftsmanship rather than logistics?

The original page (or control)

The product page displayed shipping timelines, but didn’t explain why the lead time existed.

DiamondBack HD product page control displaying standard 12–15 day lead time messaging with FastTrack fee tooltip focused on cost and shipping speed.

Although there was information about a FastTrack option, the tooltip trigger (highlighted below) included a prominent $ sign that may have discouraged some visitors.

FastTrack tooltip trigger on the DiamondBack HD product page reading Get it faster with a dollar-sign icon.

The copy for the tooltip read:

The FastTrack Fee gets your order produced and ready to ship in 3 Business Days. Does not include transit time.

*Add in the cart, non-refundable

The tested page (or variation)

For the variation, we added a prominent new message next to the price: “Built to order in the USA.”

DiamondBack HD product page variation highlighting ‘Built to order in the USA’ with revised ‘Need it faster?’ tooltip linking faster delivery to active production and craftsmanship.

By surfacing the fact that every cover is built to order in the USA, we sought to present the counter-objection at the optimal moment.

We also updated the tooltip trigger to “Need it faster,” made it more obviously a link, removed the $ sign, and rewrote the copy in the tooltip itself.

Close-up of the DiamondBack HD product page variation showing the new copy, which waa: Cut the line - Have your cover built and ready to ship in 3 business days. Just select Fast Track in the cart and we’ll get straight to work. *Fast Track fee applies. Non-refundable. Does not include transit time.

Removing the early ‘$’ sign avoided framing FastTrack as a cost before visitors understood the benefit. The revised tooltip copy also connected the cover with the “work” that the company would do to deliver it.

Taken together, we believed that these changes would connect the lead time to the craftsmanship and heritage that visitors already valued, and help them feel confident about progressing on through the sales funnel.

Results: Conversions increased by 22%

During the test, we observed an increase in conversions of 22%.

The improvement came from aligning what visitors already valued with the one thing they didn’t yet understand: the lead time.

What’s next?

As usual, we added the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of DiamondBack Covers’ business and then to other clients.

If you want us to grow your profits—quickly and efficiently—check if you qualify for a free one-on-one strategy session with one of our CRO consultants.

We’ll only work with you if we believe we can get amazing results together. Our success has come entirely from positive word of mouth, and we plan to keep it that way.

Thanks to DiamondBack Covers for letting us share these insights (and for being such a great team to work with).

A short video interview with the client

Having previously worked with DiamondBack Covers, we were extra delighted to welcome them back for a second engagement. Here’s what they said about their first experience of working with us.

“It translated into literally millions of dollars of increased revenue for us,” says Brandon Moist, Chief Sales and Marketing Officer of DiamondBack Covers.

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