The Power of Localized Shipping Communication to Increase Conversions.

March 31, 2020

1 Minute Read

How Local Shipping Information Can Remove Customer Blockers and Boost Trust

In today's e-commerce landscape, customer hesitations can often be traced back to concerns about shipping reliability and inventory availability. With the ongoing global changes affecting delivery times and stock levels, transparency in shipping and inventory has never been more critical to securing customer trust and conversions.

The Impact of Clear Shipping Communication on UX and Conversion Rates

A recent split test on an e-commerce platform illustrates the significant role of shipping information in user experience (UX) and conversion rate optimization (CRO). In variant A, the product page highlights "Ships within hours" and offers "Easy Returns," while variant B assures customers with a "Shipping from US" badge. Both aim to address common customer concerns, but which one truly converts better?

The Case for Localized Shipping

In our tests, we found that explicitly stating that products ship from a local source — as seen in variant B with "Shipping from US" — dramatically increased conversions. This small yet powerful change in communication reassures customers, reducing the perceived risk and insecurity associated with online shopping in uncertain times.

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Eliminate Blockers with Adaptive Communication

To adapt to the context and social circumstances, online retailers must proactively identify and eliminate the most relevant blockers for their prospects. The current climate of insecurity and mistrust around shipping can be mitigated by emphasizing local logistics capabilities.

Strategies for E-commerce Sites to Adapt

Highlight Local Shipping: Clearly display local shipping information on product pages to build trust.
Update Inventory Status: Provide real-time inventory updates to reassure customers about product availability.
Flexibility in Policies: Offer flexible return policies and highlight them prominently to alleviate purchase hesitations.
Communicate Proactively: Keep customers informed about their order status from purchase to delivery.

A Focus on Reassurance

The key takeaway for e-commerce businesses is to prioritize communication that reassures customers. By clearly stating local shipping details and maintaining flexible and transparent policies, businesses can eliminate the blockers to purchase, improve the overall user experience, and see a tangible increase in conversion rates.

Remember, in times of uncertainty, clarity becomes the cornerstone of customer confidence. Let’s rebuild trust in e-commerce together, one shipment at a time.