Category: UX advice / Ecommerce guides
If you're delivering products to your customers then there's some key information you’ll need to supply. This information should definitely appear on the checkout flow but it can also be present on product pages to convince people to make that order.
A while ago I carried out some research with ecommerce users to discover which delivery information users preferred on a product page. This established three elements that make an ideal delivery message.
When users saw all of these elements present on a product page they were more likely to be satisfied and add an item to their basket. It may not be technically possible for you to provide these to your users and space is often tight, but each of them represents an opportunity to turn a few more users into customers.
Showing off delivery messaging early is a handy tool for smaller and new sites that users aren’t familiar with, as these offers can really build trust.
This is the one of the three that most sites forget to mention: they focus so much on how long the delivery will take that they ignore when they dispatch it.
Even if your delivery isn’t the fastest, if you dispatch items on the same day as the order then there’s an opportunity to boost sales by stating this, as the word 'today' is prompt and reassuring. Some sites can use this as a sales pressure tactic too, e.g. ‘order by 3pm to get it dispatched today’.
If the dispatch date is further away then that is equally worth telling people up front so they can make an informed decision about whether it’s worth them ordering. This is important if you have particular products that take time to get hold of.
Tell the user how long the delivery will take or even better, the exact day they will receive the item. This can be powerful for making the purchase more real.
This is particularly useful if you offer guaranteed day or next day delivery. Don’t hide this option until the checkout as users can be on tight deadlines and need items soon. It also can help them plan when they need to be at home to receive the item.
The cost of (or lack thereof) the delivery is an opportunity to convince some users to buy. Free delivery has been a conversion driver for many sites and is now expected by a lot of users. No-one likes paying for more unless they have to.
You should state how much the user needs to spend to achieve the free delivery offer (or if it’s available on every order) and if possible make clear what delivery time the user gets for this.
You don’t need to list every price out on the product page if you have several delivery options (save it for the checkout) but you should give the different ends of the spectrum, like free and next day.
If your product page does a great job of selling your product and gets the user excited, then their attention turns to more practical matters. One of the most important for physical products is the delivery. If you can show people you’ve got this covered and save them from having to look for a delivery page on your site then you’re that bit more likely to get them to move to the checkout.
Main image by Chris Kristiansen on Unsplash