Here’s a scenario that’s costing you money: A shopper is ready to buy from your site. They’ve filled their cart, entered their payment info, and then they get to the shipping options — there’s only one standard shipping choice, and it’s slow. Frustrated by the lack of flexibility, they abandon the cart and move on. Another missed shopping cart conversion.
This scenario plays out far too often, and it’s a major reason behind cart abandonment. Many brands mistakenly believe that offering the cheapest shipping option is the best option, but this narrow approach could be costing you conversions.
Offering flexible, reliable shipping choices is essential. Here’s why.
The Misconception: It's All About Price
Many brands assume that reducing shipping costs is the ultimate solution to cart abandonment. While offering free or discounted shipping can be a powerful incentive, it’s not a one-size-fits-all approach.
As GoBolt’s Jarrett Stewart, SVP Commercial, points out: “Some retailers believe shoppers only care about the cost of shipping. In most cases, this is likely true, however, if you only focus on offering a single shipping option and it’s the most cost-effective, it will likely be slow, and you will alienate the shoppers who require, or prefer expedited shipping.”
Shoppers today expect options. While cost-conscious shoppers may gravitate toward free or budget shipping, others are willing to pay more for faster delivery or a guaranteed delivery date.
If your checkout only offers one slow, albeit affordable, shipping method, you’re missing out on conversions from shoppers who desire choices and flexibility.
Why Shipping is Key to the Post-Purchase Experience
Shipping isn’t just about getting packages from point A to point B — it’s a major piece of the customer experience. Here’s why brands should care more about the post-purchase experience:
- 93% of shoppers consider the post-purchase experience important
- A staggering 83% believe there’s room for improvement
- And 90% of online shoppers say the shipping experience accounts for at least half of their overall online shopping experience.
Offering Multiple Shipping Options: The Key to Increasing Cart Conversions
Shopper expectations have evolved. The brands that succeed in boosting their shopping cart conversion rates are those that understand the importance of offering diverse shipping options at checkout. By presenting multiple choices, like standard, expedited, or even eco-friendly shipping, you cater to a wider variety of shoppers with different needs.
As Avi Moskowitz, CEO of PrettyDamnQuick, explains:
This speaks to a fundamental truth in ecommerce today: Shoppers want choices and they expect their preferences to be met.
The bottom line is simple: Shoppers want control. Offering them the flexibility to choose how and when their order arrives can make the difference between an abandoned cart and a completed purchase. For instance, a customer might need a last-minute gift and be willing to pay for next-day delivery. If that option isn’t available, they might take their business elsewhere.
Evolving with Shipping Trends and Data
Advancements in cart technology have made it easier than ever for brands to offer multiple shipping options without complicating the checkout process. Platforms like PrettyDamnQuick and Fenix Commerce integrate seamlessly into your ecommerce site, providing real-time shipping options tailored to each customer’s preferences and location. These tools not only offer more flexibility but also improve transparency by providing accurate delivery estimates—a key factor in reducing cart abandonment.
Additionally, brands need to regularly revisit and optimize their shipping strategy based on data. As Avi Moskowitz wisely points out, “Don’t just set it and forget it! Revisit your shipping options and make sure they’re working for you and your customers. Make sure you’re keeping your delivery promise. Check that your free shipping threshold is still a bit higher than your AOV. Shipping performance and expectations aren’t set in stone; they’re evolving, be sure to move with it.”
Incorporating these innovations and data insights into your checkout process can result in significant improvements to your shopping cart conversion rate. For example, PrettyDamnQuick allows retailers to present options for speed, cost, and reliability side-by-side, so shoppers can make the choice that best suits their needs. The more informed and empowered a shopper feels, the more likely they are to follow through with their purchase.
Aligning with Shopper Expectations: The Competitive Advantage
“Brands that are able to match up with customer expectations regarding diversified shipping options are better positioned to win more customers than their competitors.”
In today’s market, it’s not just about offering cheaper options; it’s about understanding what drives customer decisions at the point of purchase. Brands who offer a balance of cost-effective, speedy, and sustainable shipping options are more likely to meet the diverse needs of modern shoppers.
How GoBolt Can Help Boost Shopping Cart Conversions with Shipping Options
At GoBolt, we understand how important it is for brands to meet the demands of today’s online shoppers. As a 3PL and last mile partner, we help brands simplify their shipping operations through our diversified solutions that are cost-effective, reliable, and fast.
Our fulfillment solution makes it easy for brands to offer multiple carrier shipping options to their shoppers. On top of that, our order orchestration strategy ensures that brands are shipping inventory from the optimal location, improving delivery times and cutting down on shipping costs.
Our last mile solution is industry leading thanks to our real-time tracking. And we offer sustainable shipping options via our fleet of EVs, catering to the growing number of shoppers who value sustainability in their purchase decisions, as well as the growing numbers of brands who are looking to reduce their Scope 3 emissions.
Final Thoughts on How Shipping Impacts Shopping Cart Conversion Rates
Improving your shopping cart conversion rate isn’t just about reducing shipping costs. It’s about offering your shoppers options and letting them choose the shipping method that best fits their needs. By leveraging modern cart technologies, analyzing your shipping data, and partnering with a 3PL like GoBolt, you can provide a simple, flexible checkout experience that captures more conversions and keeps shoppers coming back.
Want to learn more about how GoBolt can help optimize your shipping and boost your shopping cart conversions? Get in touch with us today!
