<b>62% of in-window orders land in the first 90 minutes</b>

<b>62% of in-window orders land in the first 90 minutes</b>

The 24-hour cookie sounds generous, but order timing is front-loaded. Modeling timestamps from order vs click data:

— 0-90 min: ▇▇▇▇▇▇ 62%
— 90 min-6 hr: ▇▇▇ 24%
— 6-24 hr: ▇ 14%

(n=7,800 attributed orders, 30-day window)

Meaning the cookie's tail is thin. Content that drives immediate decision intent (comparison tables, 'best under $X', in-stock callouts) captures the fat front of the curve. 'Inspiration' content that delays purchase leaks into the 14% tail.

<i>So what:</i> Optimize for same-session conversion. The 24-hour window is mostly marketing; your real window is ~90 minutes.