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Why delivery is crucial for ecommerce, and what to test
- Farfetch, a luxury platform, delivers products seamlessly while StockX, an e-commerce site specializing in authentic footwear, differs in messaging and delivery. As a customer, when you want something, you want it now, and this intensely desired experience makes communication between businesses about delivery times compulsory.
- The value strip is essential for e-commerce businesses to message their delivery promise and to explain their offer, reinforcing this message on every page of their site. It gives them an opportunity to explain their free delivery proposition. Consumers are interested in how click and collect and free delivery threshold work.
- While for omnichannel retailers, click and collect is an interesting opportunity, understanding customers' attitudes toward delivery methods, costs, and click and collect will enable a business to message them, reflecting their feelings about it. From a business perspective, click and collect can pass on the lack of cost to the customer or business.
- Site delivery information is a testing opportunity, and businesses must test their messaging, education, delivery options, and the prominent show of delivery details. Customers always want the free delivery threshold to be lower, forcing businesses to change their cart threshold details and checkup process.
- The idea is to let everyone have the same delivery price when they checkout. The delivery process needs to deliberate on returns, and the messaging must strike the right balance between being too upfront and too obvious to prevent customers from having doubts about returning products.
- According to a case study, decreasing free delivery thresholds increased profits for a business rather than assuming people will buy more when the free threshold is high. In the cart, the strip informs customers when they have achieved free delivery, and the messaging can be conveyed throughout the customer journey to motivate them to complete the purchase.
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