Actionable Optimisation

Actionable Optimisation #48 – Delivery Estimates & Tracking Transparency

 May 11, 2021

By  Will

Convert More Customers By Providing Transparency Around Delivery Estimates

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It probably won’t come as a surprise to you that customers like information, and they like transparency.

The most information you can provide them, and the more questions you can answer quickly, the more likely it is that your website visitors will commit to making a purchase.

Delivery is a great example of this.

Customers want to know when to expect their products.

When you offer Next Day delivery, this is pretty easy and obvious.

Even with standard delivery, simply stating 1-3 or 2-5 days can be enough.

But what about when things take a little longer.

Maybe your product is bespoke, made to order, or just on a subscription.

Customers may be willing to wait weeks for their product to arrive, but they still want to have a pretty decent idea of when that will be. Especially the closer you get to the date.

Furniture businesses seem to be particularly bad at this, simply stating that your new sofa will be with you in 9-12 weeks, which is not only very far away, but with almost a month of uncertainty.

I was speaking with someone recently who had received an SMS update on their delivery, only to contact the company and find out ‘nearly ready for delivery’ meant 2-3 weeks still.

This uncertainty creates anxiety for the customer, and that’s exactly what you want to avoid.

Etsy on the other hand do a really good job of laying out this timeline for their customers

They let you know when to expect your order to be dispatched (post personalisation), and when you should expect it to arrive. Although even in the example below, a week to arrive despite being dispatched within the UK seems like quite a long wait.

When it comes to physical subscription products it can be even more important, particularly as these items are often consumable.

It’d be quite an unpleasant surprise if your meal kit subscription turned up on the wrong day, and how many customers would stick around if the company didnt even tell them what day to expect their order on?

If you can break this information down and give a customer a pretty accurate idea of when they can expect the product, you’ll absolutely see an uplift in conversion.

Want to make the experience even better? Keep up with this post-purchase.

Let the customer know which stage their order is in and update them when it changes.

Domino’s have been doing this for years because they know its what the customer wants to know.

Want to chat about whether this would work for your business? Just drop an email to will@customerswhoclick.com or reach out to me on LinkedIn.


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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