Delivery Estimates: Flaunt 'em Proudly

Stop Waiting for Checkout to Show Shipping Estimates. Do This Instead.

For many ecommerce businesses, shipping timelines are one of the strongest purchase motivators (or friction points). And yet, most sites wait until checkout to let customers know when their items will actually arrive.

I recently ran a test for a high-volume ecommerce client aimed at improving the visibility and accuracy of shipping estimates earlier in the shopping journey. Here’s what I found.

Show accurate delivery estimates right away

The core idea is simple: using the browsers geolocation API, prompt visitors for location access the moment they land on your site - right on the first page load. With that info, you can provide accurate, dynamic shipping estimates throughout their shopping session.

For those who do not allow location access, we also added a zip code input fields in two strategic locations:

1. Site header: Prominently but unobtrusively placed, easy to spot, easy to use.
2. Product page: Clear entry point so shoppers can quickly input or edit their location without interrupting the buying process.

Amazon has conditioned shoppers to expect specific delivery windows from the start, and we’ve found that being able to show accurate, dynamic delivery estimates on the product page increases conversion rate and customer satisfaction.

It has also cut down on the number of “where’s my order?” inquiries our support channels recieve.

What we've found works well

If not signed in or first-time shoppers, requesting location upon the initial page load sets accurate expectations immediately. No surprises at checkout, fewer cart abandonments due to unexpected shipping timelines, and happier shoppers.

Cache a customer’s location data so that the next time they return to your site, even if they are not logged in, their location can automatically populate. This removes friction by eliminating repeated location access prompts.

Finally, when shoppers are logged into their account, automatically populate the zip code from their previous order. Returning shoppers shouldn't have to re-enter details they've already shared with you.

Make manual zip entry easy

A portion of customers will prefer manually entering their zip code, rather than allowing site access to their location data. Cater to these users with easy-to-find manual entry options. Friction reduction is key.

Show the fastest available shipping option, always

Your customers want speed. Even if your fastest option is a paid shipping upgrade, always display this earliest estimated arrival date. Language such as “Delivered as early as...” communicates the earliest available delivery estimate clearly. At checkout, clearly distinguish between free standard shipping dates and faster, upgraded paid options.

Our testing shows clearly: shoppers will select upgraded, more expensive shipping, more often when the earliest delivery date was clearly presented upfront, increasing Average Order Value (AOV) and customer satisfaction.

Don’t have the ability to show dynamic estimates?

If your front end isn’t integrated with your fulfillment to the point where you can load and display delivery estimates based on zip code on your product pages, it may be something worth looking into getting built. Do it before your competition does.

UPS, FedEx, and USPS all have APIs that can be called and will return delivery dates based on inventory location zip code, delivery zip code, shipping service requested, package size, and weight. Depending how you ship, you can build a completely dynamic program to your specs, or use a plug and play option like ShipStation to do the rate shopping and delivery estimating for you.

The bottom line

When you stop waiting for checkout to provide accurate shipping timelines, you set better expectations and reduce friction from uncertainty. You also give yourself the opportunity to increase revenue through clearly presented shipping upgrades.

Try it out, track your data, and let me know how your results look.

Have shipping timing experiments or insights from your store? Share them below. We’d love to benchmark results and tactics.

→ Submit here!

Talk soon,

John Sciacchitano
Ecom Heads: Scale or Die Trying
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