Created: 15.07.21 | Updated: 16.03.25 | 6 examples | 1 A/B testing result
#16: Do you show shipping information (delivery to shopper's location, costs, time)?
Based on Baymard's research, 64% of users look for shipping information on the product page. They want to know if you deliver to them, how much shipping will cost and how long it will take. That's why it's important to show that information on product pages.
Ideally, you need to place that information close to the ATC section where users decide if they want to add this product to cart or not.
Ideally, you need to place that information close to the ATC section where users decide if they want to add this product to cart or not.
Why is it at this stage that 64% of users need to know delivery information, how much it will cost and how fast it will be?
It's simple: no one wants to spend much time browsing products and then understand that delivery is too expensive or slow only at the last step. Because of this, many of them can abandon their purchases.
That is why it is essential to show delivery information (especially if you have it free and relatively fast) as early as possible. Clarity is crucial!
Guidelines for displaying shipping information:
Here's a bad example from Ellejamilla: they don't have any prominent sections with delivery information. No messages at the top of the page, no dedicated sections near the ATC button. The only info about delivery is placed in the collapsed tab below the ATC section, but most users will never click there.
It's simple: no one wants to spend much time browsing products and then understand that delivery is too expensive or slow only at the last step. Because of this, many of them can abandon their purchases.
That is why it is essential to show delivery information (especially if you have it free and relatively fast) as early as possible. Clarity is crucial!
Guidelines for displaying shipping information:
- Add geo-targeting notification (and mention a country/city of a shopper, if applicable for your business) that will show that you are delivering to the shopper's location based on his IP (i.e. "Free Shipping within 2 days to Miami" or "Free Shipping to the USA within 5 days")
- Add shipping costs (if you have paid shipping, show the cheapest option). That recommendation is great for stores with free shipping. But if you have very expensive shipping, that can have a more negative impact at this funnel stage. So be careful with it;
- Add delivery time if you have fast shipping. If deliver time takes more than 2-3 weeks, then it's better to show that information only on the shipping method step.
- Don't display shipping information only in the header because most users will miss it (unless it's sticky to the header and always visible). Place an additional section about delivery somewhere near the CTA button (above or below it).
Here's a bad example from Ellejamilla: they don't have any prominent sections with delivery information. No messages at the top of the page, no dedicated sections near the ATC button. The only info about delivery is placed in the collapsed tab below the ATC section, but most users will never click there.
Source: Elle Jamilla
An average example from Aloyoga: they have a free shipping section right below the button, but it's not clear whether they deliver to my country and how fast it is.
That is, the user has questions and every question that he can't find an answer to is a potential reason to leave your site. Moreover, if you click on "Read more" text, it will send you to another page in the same tab, which is a very poor user experience, because users will need to go back and forth between pages.
That is, the user has questions and every question that he can't find an answer to is a potential reason to leave your site. Moreover, if you click on "Read more" text, it will send you to another page in the same tab, which is a very poor user experience, because users will need to go back and forth between pages.
Source: Aloyoga
Now let's look at a good example from Amazon: they show 2 notifications about delivery to New York (below the search bar and the ATC button), also it shows that if I order within 6 hours, it will be delivered to me today (playing with urgency)
Source: Amazon
A good example from Gymshark: they have a dedicated section about shipping with information about standard and express delivery and additional info about the time of delivery in the collapsed tab "Delivery & Returns".
Source: Gymshark
Another good example from Fashionnova: they have 2 sections about delivery
- static message below the header about free shipping on orders over $75 for US and Canada Shoppers
- additional info about estimated time of delivery and "ships within hours" text right below the ATC button
Source: Fashion Nova
And the last good example from Conscious Items: there are 2 geo-targeted notifications: the sticky bar at the top and the shipping section below the Paypal button. As a result, it's clear for potential UK customers that they get free shipping on orders over $50.
If you are still unsure about this guideline, you can check Baymard's article, where they go into depth about it. And here's another good read where they explain why placing just a free shipping banner in the header is not very effective.
If you are still unsure about this guideline, you can check Baymard's article, where they go into depth about it. And here's another good read where they explain why placing just a free shipping banner in the header is not very effective.
Source: ConsciousItems
🚀 A/B testing results
Important:
Variation 1 (it's the testing variation) contains the shipping section below the ATC button, while Variation 2 (it's the control version) doesn't have it.
We conducted this A/B test because the most frequently asked question from our users was about delivery (we figured it out via user feedback tools like Hotjar polls and surveys).
Results:
- Ecommerce Conversion Rate by Users increased by 27.72% from 2.39% to 3.05% with 99% statistical significance.
- Revenue per User increased by 27.5%
- Average Order Value increased by 2.02% from $37.52 to $38.28
*Ecommerce Conversion Rate by Users and Revenue per User were calculated based on Custom reports in Google Analytics, so the numbers from the screenshot are not the most accurate. The screenshot is shown so you can see the graphs.
