6 Tips to Create a Shipping Policy Template that Helps Conversion

Last updated April 24, 2020
[6] Ecommerce Shipping Policy Tips that Increase Conversions

The Ecommerce industry has become an overly-competitive field in recent years.

One that has, for a lack of a better word, spoiled the customers to such an extent that nowadays you are considered a subpar brand if you don’t offer a myriad of perks ranging from same-day free shipping, free tracking, free returns, full refunds, accurate delivery estimates, and so much more.

Whether you like it or not, you need to optimize your shipping policy to serve the needs and wishes of your target demographic.

[6] Ecommerce Shipping Policy Tips that Increase Conversions

Otherwise, your traffic will slowly but surely migrate to your competitors’ websites. That said, you can’t always offer everything for free and expect to stay solvent in the long run. Sometimes, it just doesn’t make financial sense. So here are six effective tips to structure your shipping policy page for maximum conversions.

1. Be clear about returns and refunds

No matter how popular, how well branded, or how much quality your products exude, you will run into unsatisfied customers and you will have to handle return and refund requests. Sometimes, this will occur because of a handling mistake on your end, sometimes the product will get damaged in transit, and sometimes the customer will make a mistake and the product simply won’t fit. When this happens, you need to be prepared and protected by your return & refund policy.

First of all, be specific. Make sure your customers understand exactly how your policy works, and that by buying from your store they are agreeing with your entire shipping policy template and all of its segments. Take a look at this example of a clear and detailed return and refund policy from BOONLOOK:

Next, determine what makes financial sense for your shop, and what you can offer to the customer. You can offer returns but ask the customer to pay for the return shipping, or you can offer partial refunds if they are unsatisfied. Try to find a balance between what you can afford to lose and customer satisfaction, and always be upfront to boost transparency.

2. Be specific about shipment tracking

Shipment tracking is no longer a perk in the eyes of online shoppers, but rather it has become an essential feature of online commerce. Quite simply, the modern customer cannot even fathom a scenario in which a shop doesn’t provide tracking IDs for their products. So this is something you absolutely must have, but it’s important to be as specific as possible in order to prevent negative feedback.

There is no telling what might happen in transit, and sometimes the delays will be completely out of your control. If the customer is not aware of this, they will have no problem blaming you for the delay – you are the sole culprit in their eyes. To avoid a potentially-crippling scenario, you will need to offer accurate shipping information, explain the tracking process in detail, and of course, offer “accurate” delivery estimates.

3. Monitor your fleet for accurate delivery estimates

How can an estimate be accurate, you might ask? Well, while you’ll never be able to guarantee delivery times with 100% accuracy, you can offer delivery estimates with a high rate of accuracy – something your customers now only want, but expect of you as well. This is because people are leading fast-paced lives, and they need to know when to expect the product to arrive in order to organize internally. Make sure to include a precise delivery estimate on your FAQ page. Here’s an example from GOAT:

Depending on the complexity of your Ecommerce infrastructure, GPS vehicle tracking software can be a fundamental logistics tool, as tracking the whereabouts of your vehicles along with their status allows you to make accurate delivery predictions, and thus boost customer satisfaction. Fleet management is not something you should emphasize in your policy, of course, rather it’s an essential internal logistics tool you need to use in order to fulfill your guarantees to the customer.

4. Offer optional package insurance

As we’ve mentioned earlier, sometimes the product might get damaged in transit or lost completely. Sometimes, it might just get delayed. Either way, you will need to compensate the buyer for any inconvenience, and retrieve the value of the product if possible. For this, Ecommerce brands offer package insurance as an optional perk that can guarantee customer’s peace of mind.

Offering free insurance would be best, but if that’s not financially feasible for you, at least offer it as a perk customers can choose to add to the shipment. Clearly state the benefits of package insurance for them and why they should consider it. You can also offer insurance for select items within a certain price range, to prevent losing money in case of damage or if the product get lost during transit.

5. Provide standard and expedited shipping

Everyone wants their product to arrive as soon as possible, and some people will even pay extra to make that happen. Every modern Ecommerce brand should offer multiple shipping choices in order to cater to every group of customers. With that in mind, be sure to offer standard and expedited shipping at the very least.

Also, make sure to explain details that are specific to your shipping system. For example, Bean Box is a coffee subscription company that ships their orders routinely every Wednesday, so they included a bonus FAQ explaining this to their customers. Besides that, they also explain how their expedited shipping works. Taka a look:

Go the extra mile and give customers the ability to choose between different carriers as well. Be specific about the costs associated with each carrier, and try to be as accurate when it comes to international shipments as possible. As a rule of thumb, an expedited overseas shipment should arrive within ten workdays.

6. Pay close attention to your tone of voice

Finally, it’s important to address the tone and wording in your specific shipping policy. The tone of voice you use on your website can make a big difference in how it’s perceived, and attract or dissuade potential customers from making a purchase.

With that in mind, be sure that your shipping policy template follows the theme of your entire brand, and exemplifies its values, promises, and identity. Use positive language and refrain from any negative wording. For example, structure your return policy to emphasize what you do accept rather than focusing on the things you don’t – but without skipping on any important information.

Shipping Policy Template Roundup

Your shipping policy has the potential to convince the customer to make the decision to buy. However, structure it the wrong way, and you can very well drive them away. Be sure to implement these tips in order to create a shipping policy that maximizes conversions and keeps shoppers coming back to your store.

About: Elaine Bennett

Elaine Bennett is a digital marketing specialist and a regular contributor to Bizzmark Blog.

giles thomas


Hi, I’m Giles Thomas. Founder of AcquireConvert, the place where ecommerce entrepreneurs & businesses go to learn how to increase conversions & profits. I’m also the founder of ecommerce growth agency Whole Design Studios. I’m a head marketing mentor at the Google Launchpad Accelerator & Google Marketing Expert. Ps. Check out my new blog RisePro.co


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