When you’re looking to improve conversions, the first place you think to begin probably isn’t with shipping options. But statistics don’t lie and according to consumers, 93% would make more purchases online when given free shipping.
And shipping benefits don’t stop there. In fact, offering varied shipping options gives you the ability to increase average order value and create lifetime customers out of customers that may otherwise purchase only once and never return.
So, are you ready to learn how to structure your shipping options to make a difference for your eCommerce store? Let’s dive in.
Choose Options That Encourage Customers to Shop
Not all promotions are created equal, and this includes shipping promotions. And while your customers love shipping options, you must offer the right options to generate sales.
For the best results, you should choose options that encourage customers to shop, including:
Free Shipping – If you can offer a permanent offer for free shipping on orders of a certain value, customers will return and shop again due to this predictability. Tiered Shipping Options – Don’t just offer basic shipping. Offer two-day, next-day, and other options when possible so customers can receive their merchandise according to their schedule and needs. Free Return Shipping – Free shipping is great but with free return shipping you eliminate any potential risk in purchasing the product. In fact, 2 out of 3 shoppers say they would purchase more online if returns were free. Just make sure you carefully outline return policies so your own offer doesn’t work against you.
Don’t Overcomplicate Your Options
All too often, eCommerce storeowners hear that they can improve conversions with shipping options and take things too far. By doing so (and over-complicating how your shipping options work and how much each costs), you’ll send buyers searching for alternatives (i.e. your competitors).
When you list out the options on your website, you should outline each option as clearly as possible. Don’t include times on your shipping cost chart. Instead, just include the costs, the timing, and the destinations. Doing so will give customers a hassle-free way to understand what they will be paying for shipping before they ever get to the checkout page.
Get Your Promotional Messaging Right
No customer will know that you offer free shipping or other shipping-related offers if you don’t make this clear on your site. As a result, you must put your shipping promotions in highly visible areas to make sure no customer misses the discount and moves on to a competitor as a result.
You may want to make graphics that communicate “Free Shipping on Orders [insert amount]+” or “Free Shipping on Your First Order!,” amongst others. No matter what you do, make it big and bold so it can’t be missed.
Make Shipping Options Work for the Benefit of Your Business
Shipping options may seem like a straightforward part of what you have to offer customers but it’s much more than that. And by creating offers like those mentioned above, you can make sure that shipping always works for the benefit of your business.
Need additional assistance with your shipping options or creating other offers that increase conversions? Contact the team at Adonis Media today to discuss a customised conversion rate optimisation strategy that delivers on the goals for your business!
Key Takeaways
By offering free shipping, tiered shipping options, and free return shipping, you will convert more customers on your site. Don’t overcomplicate your shipping charts! Include costs, destinations, and timeframes to make each buyer’s on-site experience as straightforward as possible. Create promotional graphics in key areas on your site so all customers know what they must spend for free shipping or how to qualify for other shipping discounts.
Do you use shipping to increase conversion rates? Which methods have worked best for your business? Share your own story in the comments below!
