How to Exceed Your Customer's Shipping Experience Expectations

Authored by TARA CONWAY

Tara Conway is an Advisor, Digital Pioneer, Speaker, Ecommerce, and Logistics Expert. Tara offers a retailer's perspective on logistics, shipping, and customer experience. She speaks at top conferences like eTail Canada and DX3 and mentors female founders in logistics and tech.

You’ve nailed your product lineup, your website looks and feels amazing, but have you given enough thought to your shipping experience?

As someone who’s helped many online businesses scale, I can tell you that how you handle shipping can make or break customer relationships.

In this guide, we’ll explore the shipping experience, customer expectations, its importance, and strategies to keep and attract customers.

Ready to optimize your shipping experience? Let’s get started!

What are customer expectations about shipping in e-commerce?

Managing customer expectations in e-commerce can be challenging. But fear not, I’ve got the inside scoop on what they are really looking for when it comes to shipping.

First things first, customers want control and flexibility. They’re not just buying a product; they’re purchasing an experience. And that starts the moment they hit that order button.

Most online shoppers expect affordable and fast shipping. Quick delivery without breaking the bank. But here’s the kicker: three-quarters of shoppers consider free shipping to be a deal-maker (or breaker) when deciding to purchase.

But it’s not just about speed and cost. Customers are hungry for information. They want to be kept in the loop about their order status with regular updates. It’s like they’re tracking a pizza delivery.

And let’s not forget about reliability. Customers appreciate a smooth, problem-free shipping experience. They want their order to arrive on time, in one piece, and exactly as described. No surprises, unless it’s a good one like a gift or special attention in their order! For that, it's a great idea to avoid the most common shipping problems you're likely to face!

What is the shipping experience, and why is it important?

The shipping experience includes all customer interactions from the moment the order has been placed to delivery, encompassing tracking, communication, and unboxing. It’s crucial because it shapes customer satisfaction, loyalty, and brand perception in e-commerce.

Now, let’s break that down a bit. Think of the shipping experience as the grand finale of your customer’s shopping journey. It’s like the final scene of a movie –  it’s a pivotal moment in your experience, leaving you with a lasting impression that influences your memory of the film.

Why is shipping experience important?

You might be thinking, “Come on, it’s just shipping. How important can it really be?” Well, let me tell you, it’s as important as remembering your significant other’s birthday – forget about it, and you’re in big trouble!

A positive shipping experience can turn a one-time buyer into a loyal customer instantly. It’s your last chance to wow your customer before they get their hands on your product.

On the flip side, a poor shipping experience can undo all the hard work you’ve previously done. It doesn’t matter if you have the best product since sliced bread – if it arrives late, damaged, or with unexpected fees, your customer is going to remember that disappointment more than anything else.

Benefits of Providing a Positive Shipping Experience

Now that we’ve covered the “why,” let’s talk about the “why should I care?” Trust me, nailing your shipping experience is an express way to online success.

Increased Customer Loyalty

Ever had a friend who always comes through for you? That’s what you become to your customers when you consistently deliver a great shipping experience. They’ll stick with you, choosing your store over competitors, even when the grass looks greener on the other side.

Reduced Cart Abandonment

A smooth shipping experience can be your secret weapon against this e-commerce epidemic. When customers know they can trust your shipping process, they’re less likely to get cold feet at checkout.

How to Create a Positive Shipping Experience

Alright, now that you know all the benefits of a positive shipping experience, let’s dive into some practical strategies to turn your shipping experience from meh to excellent.

Be transparent about shipping costs and times

Don’t play hide and seek with your shipping information. Put it front and center on your homepage, product pages, and FAQs. Research shows that 55% of customers abandon their carts due to unexpected shipping costs. Being upfront helps build trust and reduces cart abandonment.

Offer multiple shipping options

Shipping isn’t one-size-fits-all. Offer choices – from budget-friendly standard shipping to express options. For example, providing various shipping choices to cater to different customer needs can significantly increase conversion rates. 68% of online shoppers are looking at shorter delivery windows when determining if they will be placing an online order.

Communicate, communicate, communicate

Keep your customers in the loop from click to doorstep. Send order confirmations, shipping updates, and delivery notifications. It’s like holding their hand through the entire process. Effective communication can prevent confusion and increase customer satisfaction.

Make tracking easy and accessible

Don’t make your customers jump through hoops to track their package. Provide clear tracking information and make it easy to access. Bonus points if you embed tracking info right on your site! Remember, the relationship they have is with you and not with your carrier, so keep that connection. Clear and accessible tracking information ensures customers always know where their package is.

Pay attention to packaging

Your package is like a brand ambassador – make sure it represents you well. Use sturdy, attractive packaging that protects your products and delights your customers when they open it. Think about the unboxing experience – the packaging should enhance the product reveal and add to the overall customer experience. If it wasn’t important to your customers, there wouldn’t be an entire YouTube section dedicated to unboxing videos.

Engage customers post-transaction

Don’t let the relationship end at the doorstep. After delivery, engage with your customers by requesting reviews and feedback. Positive reviews can boost your SEO and conversion rates. Offer incentives for leaving reviews, whether it’s a discount on their next purchase or entry into a prize draw. This engagement can also provide valuable insights into areas for improvement on your content, your product and your experience.

Focus on sustainability

Many customers are looking for brands that prioritize sustainability with growing environmental awareness. A study by IBM and the National Retail Foundation revealed that sustainability is important for 80% of customers. Implement eco-friendly packaging, optimizing shipping routes to reduce carbon emissions, and offering carbon-neutral shipping options. Addressing sustainability can enhance your brand’s reputation and appeal to environmentally conscious consumers.

Offer comprehensive return options

Offering return options to your customers is just as important as delivering the goods they need. A survey demonstrated that 92% of consumers would repeat a purchase with a retailer if the return process was easy. So spend as much time creating a simple journey for your returns as you would in for sending products, they will thank you for it with more loyalty and purchases in the future. Fulfillment centers can be your friend here.

Conclusion

We’ve covered a lot of ground, haven’t we? You’re now armed with the knowledge to turn shipping into your competitive advantage, from understanding customer expectations to creating a shipping experience that’ll knock their socks off. Tracking and monitoring shipping KPIs can help you optimize and identify areas of your shipping experience that need to be worked on.

Remember, in the world of e-commerce, the journey doesn’t end at the buy button.

FAQ

What does shipping experience mean?

The shipping experience refers to everything that happens from the moment a customer places an order until the product is delivered. This includes aspects like tracking, communication, packaging, and unboxing. It’s an essential part of the overall customer journey in e-commerce, influencing satisfaction, brand perception, and loyalty. A great shipping experience ensures that the product arrives on time, undamaged, and with transparent communication throughout the process.

How do you create a great shipping experience for your customers?