Engineering the Perfect Pre-Purchase Experience to Increase Conversion
(EDD) Estimated Delivery Date
74% of shoppers say they’re more likely to shop again with most brands that provide estimated delivery dates. This is a great example of how important is to offer estimated delivery dates when it comes to creating a positive experience.
However, 40% of US-based online retailers are missing the mark by showing shipping speeds instead. Quell those shipping anxieties and reap the rewards of higher conversion!
What is the difference between the delivery date and the shipping speed? It’s a matter of clarity vs. non-clarity.
An estimated date of delivery calculator combines past processing stats, carrier data, and specific product information. It synthesizes this information to give a clear day by which the product will arrive. This reduces anxiety on the product page, mitigates cart abandonment, and helps customers choose a shipping method during checkout, ultimately improving the entire customer experience.
Shipping speeds are basic listings of the available shipping options. This leaves out many details, most notably including the processing time. Displaying only the shipping speeds leaves customers to consider many variables before deciding to purchase, but this is still widely practiced.
These can include; upcoming holidays, the number of days before the weekend, order processing time, and more. Oftentimes this overwhelms the customer into not purchasing. At the very least it forces them to use these variables to decide how much they care about the product. Even if the order is placed, this is a very poor (and costly) user experience.
“2-4 Day Delivery” is a weaker message than “Arrives on September 6th.” Many brands who opt for the former verbiage usually do so for one or two reasons:
They practice business-centric thinking. This section is viewed internally as a simple list of shipping options rather than a customer-facing experience. By taking the nuts & bolts approach and not catering to customers’ shipping anxieties, the brand sees a reduced conversion rate.
The brand does not know how to calculate the delivery date accurately. This is something WeSupply can certainly help with.
The brand is not confident in its performance. The brand does not feel comfortable giving a delivery date because they don’t want to mislead customers with inconsistent processes.
Most customers do not view their online order as a two-part scenario in which you shift responsibility to the carrier midway. The end-to-end process of click to delivery is one experience that speaks to your relationship with the customer. This gets further complicated when you take into consideration the naming convention of most popular shipping services.
A customer selecting UPS 3-Day Select is reasonably expecting to receive the order in three days. In actuality, this means three days after UPS picks up the package, and doesn’t account for weekends or holidays. Not including these factors will disappoint customers. Consider a customer who pays extra for 3-Day Select on a Tuesday to get an item before the weekend.
By opting for clearly displaying the delivery date, you just make it easy for the customer. They can choose to pay an extra few dollars for the item to arrive on the Friday before a holiday weekend. Otherwise, they can wait until the following Tuesday when shipping time resumes. No math is required to make the appropriate decision.
Let’s look at a few examples of delivery dates and shipping speed. Remember, customer satisfaction is equally based on what information you show and how you show that information.