More specifically, this article covers the following topics: During our checkout usability testing the problem with shipping speeds quickly became evident: it forces the user to calculate a number of conditional variables (e.g.
current weekday and time, order processing time, non-delivery days such as holidays and weekends, etc.) to determine the value they actually care about (i.e. Nike adopts a highly business-centric (i.e., self-centered) perspective for their shipping options – they simply present their users with shipping speeds and mention that the ordering cut-off time is 5pm EST, forcing users to estimate the actual days of delivery themselves by accounting for the differences between business days and actual days, determining if there are any holidays in-between, estimating the site’s processing time, and converting time zones to determine if the order will be sent today or tomorrow.
The second half of this article is therefore dedicated to practical implementation advice, outlining two different approaches to implementing delivery dates on your site.
The aim is to take you from usability research insights all the way through to a practical implementation roadmap.
In other words, when a site stated that the order would , the majority of the subjects took that as a promise that they would receive the order by then.
This is in contrast to sites that displayed shipping speeds, which the test subjects didn’t interpret as strictly (likely due to their inherent ambiguity).
Is it really a big problem if the user miscalculates by a day here and there? In fact, there can easily be as much as a 3-day difference between “2-Day” and “3-Day” delivery.
For example, if the courier firm doesn’t deliver their “3-Day” shipping option during weekends and the “2-Day” delivery lands on a Friday (since the “3-Day” delivery would then get pushed to the other side of the weekend).
At its core, the solution is pretty simple: display “delivery date” rather than “shipping speed”. Our eye-tracking checkout research underscored the preference users have for delivery dates – notice how the user completely ignores the shipping names and instead focus solely on the displayed delivery dates.
There are two plausible reasons an e-commerce site would display “shipping speed” rather than “delivery date”.
Furthermore, notice that, depending on the weekday the order is placed, the last option Similarly, users may end up disappointed if they pay for an expensive super-express shipping option that ends up getting delivered 3 days later due to holidays, or because of slow processing times.