Why is it important to properly design the delivery page in an online store, what and how to add to it in order to bring visitors closer to the purchase. Examples. Analysis of errors.

From the article you will learn:

• why do we need a separate delivery page;
• what mandatory and optional elements should be there;
• what successful delivery pages look like;
• what mistakes to avoid when designing them.

Each store has its own delivery policy. Some include it in the price, others set a flat fee depending on weight or deliver for free within the city. The main thing is that users can obtain this information without problems. And the best way to convey it is to create a page with delivery conditions.

Why put delivery terms on a separate page?

The answer is simple: because it’s more convenient. Both clients and developers.

A visitor enters an online store, views products, compares, and reads reviews. At some point he realizes that he is ready to buy the product. Now he needs to find out how he will receive it and how much delivery will cost. It is at this stage that a person looks for a page with delivery conditions. This is a habitual behavioral pattern. Know-how in this matter (for example, a description of delivery conditions somewhere in the footer or in a pop-up block on the side) can lead to a decrease in conversion.

From a store owner's perspective, a dedicated shipping page also makes life easier. There is no need to think about which section to describe the delivery terms or where to place them on the page so that they are visible and do not take up much space.

There are sites where payment and delivery terms are combined in one section. We analyzed design options for delivery pages of online stores from the top 10 Yandex search results for four search queries. Here's what happened:

In consumer goods niches, delivery terms are separate from payment terms. In industrial goods stores, not everything is so simple.

One way or another, if you separate the payment and delivery information into sections, you won’t have to think about how to combine it on one page. And it will be easier for users to navigate.

If you want to learn how to design a mailing list unsubscribe page on your website and retain customers, read

What should be on the delivery page

The components of the delivery page can be divided into two groups:

• mandatory: without them, the user will not understand how to receive the goods; they must be present in full on the page;
• optional: increase page usability, user trust and remove uncertainty.

Required elements

Delivery directions

The buyer must clearly understand whether you can deliver the goods to the address of interest. The phrase “we deliver throughout Russia” will not be enough. At a minimum, highlight your city, surrounding areas, and all other regions. Describe in detail the delivery conditions for each direction.

Delivery methods and terms

Most often, there are three delivery methods: courier, postal service and pickup. Depending on the method, the terms and conditions will differ. Describe them. For clarity, place icons of partner transport services and links to their websites.

Price

Please indicate how much delivery will cost. The buyer must understand what the final price of the product will be. His purchasing decision depends on this.

If the cost depends on various factors (product weight, dimensions, delivery region, urgency, etc.), describe all options. Otherwise, if it later turns out that the buyer has to pay something extra, this will result in a negative review.

In some stores, delivery calculations are automated - when placing an order, its cost is visible. If you have similar functionality, write about it in the “Delivery” section.

Optional elements

Directions to the point of delivery of goods

If you have a pick-up point, it is better not only to indicate the address, but also to add directions. This way, a person will not look for a building, an entrance, think about where to leave the car, etc.

For clarity, in addition to the map, attach a photo of the entrance to the building.

Calculator

Tariff tables are good. But you will make it much easier for the client to choose a delivery method if you add a calculator. In a few clicks, a person will receive the shipping cost. If it does not suit him, he will change, say, courier delivery to postal delivery, evaluate the difference in tariff and make a final decision.

Procedure for delivery and acceptance of goods

Describe the process from placing an order to receiving and accepting it. Do this in the form of a visual flowchart - this way the information is better perceived.

Additional services

If delivery is accompanied by additional services, tell us about them. It could be:

• fitting of clothes and shoes;
• going up to the floor;
• delivery of oversized goods;
• assembly (for example, furniture);
• connection and configuration (for example, household appliances and electronics).

Questions/Answers

Problems often arise during the delivery process: the goods did not arrive on time, the courier does not call or is unavailable, the parcel is not tracked by track number, the wrong product arrived, etc. Describe the most common problem situations and provide answers to questions in the FAQ section ( FAQ). This will remove uncertainty for customers and reduce the load on the call center.

Promotional materials

Do your delivery conditions compare favorably with your competitors or are you running a promotion? Place the relevant information in the form of a banner on the delivery page. This will immediately attract attention.

Delivery rules

Often, delivery conditions are described succinctly: we will deliver there, it will cost so much, we will not deliver there. In case of delivery failures, conflicts begin: the client demands compensation, and the seller solves the problem according to the situation.

In the case of a small store, this approach is acceptable. But as the scale of activity increases, delivery conditions need to be regulated. A whole set of rules is drawn up with a detailed description of the rights, obligations and responsibilities of the sender, carrier and recipient.

Essentially, this is a public offer that the buyer accepts when placing an order. A link to these rules is placed in the “Delivery” section.

Contact details

This refers to exactly those contacts of the organization that are best used to contact you with questions about delivery. This way, the client will immediately call or write to where he needs to go, and not to the director, accountant or purchasing department.

In addition, describe the procedure for contacting. For example, so that customers immediately indicate the order number, track number, delivery date, problem, etc.

Examples of successful delivery pages

GreenMore

This online outdoor gear store's shipping page can be used as a teaching tool.

It all starts with the main advantages - not far-fetched ones (like “we have the fastest delivery in the world”), but quite real.

The next block is brief terms of delivery in key directions: 1) Moscow time, St. Petersburg and Moscow region; 2) MSC for 4 hours; 3) Russian Federation. There is enough information here to understand where the company delivers and how much it costs.

Each block contains links to detailed information. From a usability point of view, this is the right decision: a person finds a suitable delivery method and proceeds to a detailed description. He does not need to leaf through long tables and read all the conditions in order to find those that suit him.

Pick Point delivery in Russia is described separately. A video has also been added explaining how to use the parcel terminals.

At the end there are rules, as well as a block with contact information.

KupiVIP

This online clothing and shoe store has a delivery page that is designed simply and clearly. To receive information, you must enter the name of the city and select the delivery method: courier or pickup. Information on the conditions will be in the table.

Below is the FAQ block. Please note, in order not to overload the page, the answer appears only after clicking on the question.

Rendewoo

The delivery page of this perfume and cosmetics store is an example of how wide functionality can be placed in a relatively small space.

The first block is advantages.

After the calculator there is an interactive table with detailed conditions. Five delivery directions have been identified. For each of them, the delivery method, cost, time and interval are indicated. In addition, there are links to useful resources for each delivery option: parcel tracking, selection of parcel machines, video instructions, etc.

L'Etoile

Delivery page in minimalist style. There is little information, but everything is implemented very conveniently. Just select the delivery method (courier or pickup) and enter the city. After this, the cost and delivery conditions appear.

Delicacy

An example of how, with the help of competent layout and accents, it was possible to create a concise and understandable delivery page that is pleasant to study.

The intervals for delivery of products by courier are described separately.

Since the store sells food products, transportation conditions are indicated on the delivery page.

Common mistakes when designing a delivery page

"Sheet" text

Traditionally, online store owners pay more attention to the main page, catalog content, images and descriptions. And the attitude towards service pages is at the level of “it will do.”

This is the wrong approach. The information on the delivery page influences your purchasing decision. And it needs to be presented correctly. Describing shipping terms in small print without any formatting elements is not a good idea.

Make visible subheadings, use a font of at least 12-14 pt, use indents between paragraphs, use bold, add graphics to the text, etc.

Bureaucratization

There are overly formalized delivery conditions with an abundance of bureaucratic language that not everyone will read:

Write simply and clearly, indicate only the most important points in the conditions. If you feel like you can’t do without a detailed description, make it expandable after clicking on the “Full delivery rules” link.

Adding “selling” or SEO text

Each page of an online store serves its own purpose. Landing pages attract leads - selling advertising texts are appropriate here. Directory pages drive traffic from search. Here you need useful texts about products, optimized for key phrases. But for service pages, which include the delivery page, neither one nor the other is suitable.

This is purely informational text. Don't try to sell with it or write in key phrases. A person comes here when he is close to buying - you shouldn’t scare him off with strange texts like:

Hiding information

The “Delivery” page is not created for show. It's not enough to write “buy the product and we will deliver it”:

Add at least a minimum of information: how you will deliver, when, how much it will cost. Even if you have one delivery method (and that one is free), still write down everything point by point.

Extra information

This is the opposite situation. Write to the point. Don’t get carried away and describe, for example, courier delivery services and their success stories:

Lack of interactivity

If there is a lot of information, working with it becomes inconvenient. For example, on the delivery page of one of the large stores, several hundred pickup points with addresses are listed. The usability of such a list is zero:

If this table were interactive, for example, with a drop-down list of cities when you click on the letters of the alphabet, it would take up much less space and would be convenient to use.

"Page not found"

It happens. For various reasons, the delivery page, like any page on the site, may be unavailable. Therefore, periodically monitor server response codes for important site URLs, and if you see a code other than 200 OK, figure out what the reason is.

What is important to remember

• Place delivery information on a separate page.
• On the delivery page, be sure to indicate delivery directions, methods, timing and cost.
• Improve the page with a calculator, map, FAQ and other useful elements.
• Make the delivery page convenient, understandable and beautiful with the help of proper layout, interactive elements, icons and tables.

If you do not have enough time or experience to design a delivery page yourself, add the site to the PromoPult system and run site optimization in the SEO module. PromoPult specialists will do everything for you. In addition to designing the delivery page, dozens more works will be carried out on the site to improve its usability and the level of optimization for the requirements of search engines.

- this is a very delicate matter. There are always some changes happening in promotion. Strong competition does not allow Internet marketing development trends to stand still.

If, for example, yesterday the “request a call” button was some kind of attractive innovation, today it is already everywhere and not a single consumer will be surprised by it. That is why the owners of leading online stores are constantly looking for new ideas and new “tricks”. Moreover, it often turns out that you don’t have to go far – sometimes a simple “cosmetic” redesign is enough.

Today we will talk about such a seemingly simple thing as placing an order in an online store. Every website has such a section. However, not every site can boast that the operation of this function is perfect and brings in the maximum number of customers. Most often, just the opposite happens: stores generally “don’t bother” about this. Well, there is an order form and what else is needed.

So, this is a very big misconception. The more difficult and incomprehensible it is to place an order, the greater the chances that about 2/3 of visitors will not even bother purchasing goods in your online store.

Basic rules of the order form

Let's start with the fact that it is always necessary to indicate in how many stages the process occurs placing an order and how long will it all take. For example, the phrase “three simple steps and a few minutes of your time” increases the chance that the buyer will complete the order and complete it.

When a person has already clicked “ and is in the process of making a purchase, he needs to understand what stage he is at and how many stages he still has to overcome. It is best not to use special characters, icons or any pictures to indicate further steps. The client may interpret them incorrectly. It is safer and more correct to write everything with the words: “choose a delivery method” or “confirm the order.” Next to the buttons indicating the action, you should not place anything unnecessary. Let her be alone in free space, but visible, accessible and understandable.

From the point of view of human psychology and habit, positive action buttons (“place an order”, “confirm”, etc.) should be located on the right and be attractive and noticeable to the client’s eyes. Buttons of the “return”, “cancel”, etc. series should be on the left and should not stand out against the general background so that there is no incentive to press them.

If, when filling out the form, you ask the client for some personal data, always explain why it is needed: first and last name - to fill out documents for the product, phone number - to contact about delivery issues, email address - to confirm the order.

The registration process must be consistent. It should not be allowed that during any stage the buyer would have to interrupt his actions and go, for example, to register. It is unlikely that after this he will continue his order, stay in your online store or come there again. There should be no reason why a buyer would have to interrupt their ordering process.

Here is an example of incorrect registration, where sudden registration is required during the purchase process. But this is Ozon.ru - the largest hypermarket in Russia and here it dictates its own rules.

Another common mistake that is often found on websites and that you have probably encountered. So, you filled out many different fields indicating a lot of data about you, it took some time, click the “next” button and then the system gives you an error that, for example, in some field you wrote something incompletely or incorrectly . And then you see that to correct these errors, you need to fill out all the forms first! At the very least, it's annoying. Maximum – the client leaves your site. Don't allow such a sad misunderstanding.

Don’t forget, at all stages of placing an order, the most important information should be visible: the cost and contents of the order, delivery conditions and payment methods.

And finally, the most ideal option is when you specifically indicate all delivery times and its specific cost. In other words, the phrase “delivery within 5-15 days” sounds vague and does not evoke any positive emotions. The inscription “the product will be delivered on September 1” will please the buyer much more. For example, I really like this technique in online stores when the delivery field automatically determines my city by IP address and immediately calculates the cost of delivery of the goods and time.

Working on an online store website is long and painstaking work. It is necessary to think through every detail and every little detail in this detail, introduce new “tricks”, analyze, change and refine.

Product selection

You can find a product on the M.Video website in several ways: search box in the upper right corner, menu, catalog, comparison of several products, selection of products according to parameters.

If you need help choosing products, read ours.

Method 1. Search the site

The search box is in the upper right corner. Enter the product name in the field or use the advanced search functions. In this case, already when you enter the first word, you will see hints.

Method 2. Filters

To narrow down your results, use filters, and to find the product you need faster, use sorting.

· by manufacturer;

· by price;

· by shares.

Method 3. Product catalog

In the online store catalog, products are divided into categories. In each category, you can sort equipment by price and/or manufacturer, indicating the price range and/or list of manufacturers that interest you. To see product categories, select the desired section in the catalog line directly under the M.Video logo.

Method 4. Selection by parameters

Selection by parameters allows you to limit the list of products to only those that meet the characteristics you specify.

Method 5. Compare products

To compare several products, check each of them in the "Compare" box and click the "Compare" button - you will see a table showing the differences and similarities in characteristics between the selected products. You can add no more than 5 products to the table.

Placing an order

Step 1

You must select the city in which you are located or want to make a purchase.

Step 2

Go to the product page and click on the “Add to Cart” button or on the shopping cart icon if you are making a purchase from the product selection page. You can then continue shopping or proceed to checkout. The absence of a button means that the product is not on sale or can only be purchased at a retail store.

Step 3

While the order is not completed, you can change the number of items in the cart, add certificates of additional service and/or coupons for installation, connection of equipment, delete individual products - the cost will be recalculated automatically. At the end, check the data and, if everything is correct, click the “Place an order” button.

Step 4

If you register, your personal data and other information specified previously will be automatically added to your next order: delivery address, favorite store, etc.

Registered users can:

· track order status;

· receive special offers and invitations to private sales;

· accumulate and write off Bonus rubles;

· apply for a loan online;

· save order history.

· add a product to your favorites.

Step 5

Enter your Bonus Card number and we will award Bonus Rubles for your purchase.

Don't forget to check if your card is registered.

Select the method of receiving the order and the type of payment.

Step 6

If your order contains multiple items, their shipping methods may not be the same.

In this case, you need to place orders sequentially.

Step 7

Check the data and click on the “Finish registration” button.

Done: your order has been created!

After the purchase, you will receive an SMS to the phone number specified in your personal account. Please check that your phone number is correct before making a purchase. Please note: it is not possible to resend the document.

Step 8

How to do it?

Log in to your personal account. The rating is available in the block with the latest orders, on the “Order History” page or on the details page of a specific order. Just click on the “Rate your order” link in the desired line.

In the form that opens, select the number of stars, leave a comment if desired, and click the “Submit Rating” button. Thank you!

The profitability of any online store primarily depends on how comfortable the conditions are created on the site. Any buyer wants to find what they are looking for as quickly as possible and at the same time spend a minimum of effort. Statistically, most customers don't like the checkout process. That is why, if you want to increase the number of sales, you need to simplify the ordering system on your website.

In online stores, in order to buy a product, the client must fill out order form, which is installed on the site using special scripts, modules or plugins. When creating an order form, adhere to the following rules.

1. Simplicity is the key to effectiveness.

As practice shows, if a buyer encounters any problem when placing an order, he most often leaves the resource for fear of encountering this problem again. If your order form has a few simple steps and is easy to fill out, you are guaranteed consistent sales. It is worth noting that the main thing is not to overdo it with simplicity; always take into account the specifics of your project. The order form on the website must collect the minimum necessary information to complete the order.

2. Use clear examples.

A person always needs a clear example, especially when filling out an order form. Try to create a web form that even a complete beginner can fill out.

3. In total, show the progress of the order to your client.

The client should always see how many stages he has completed and how many still remain to be completed. is of particular importance from a psychological point of view. The classic ordering process takes place in 3-4 stages. The first stage is when the user creates an order list. The second stage - the buyer enters his contact information. The third stage is information verification. The fourth stage is the deal.

4. Dispel all doubts of clients.

In our country, the law on the protection of personal data has recently come into force, but many users do not know about it. In the html order form, be sure to indicate the non-disclosure of personal information. This will significantly increase the trust of your customers.

5. No! registrations.

Almost all buyers have a negative attitude towards any registration, due to the fact that this process can take a long time (in their opinion). Therefore, even if you register on your website without confirming your profile, delete it or make the ordering process available to unregistered users. It is worth noting that in some cases registration, on the contrary, is necessary. For example, when you intend to create a quality customer base. In this case, register on the site through social networks. It's very simple.

All of the above rules and tips undoubtedly increase the efficiency of the order form on the site, but you should always remember that a lot depends on the specifics of the topic. Only by trial and error can you really increase website conversion.

There has long been an opinion that the need to register on a website leads to a decrease in the number of sales. Given this, it is logical to assume that a page for paying for the goods should appear, where you simply enter your email address and delivery details. Thus, online shopping should resemble a self-service store, where the buyer is given complete freedom, no additional information is required, but the total cost of the purchase can be easily calculated.

But is this really the case? We invite you to familiarize yourself with some ordering forms on commercial websites.

Examples of checkout pages on commercial websites

Before creating a commercial website, the main thing is to understand that mandatory registration not only has a negative impact on the level of sales, but is also absolutely meaningless. you can familiarize yourself with well-known examples confirming this fact.

In any case, to confirm the order, the user must be asked for an email, delivery address and name. These are the same points that must be entered during registration, except that there is no need to come up with a password.

This information can be requested from the user on the order confirmation page, automatically generated, and only then prompted the user to “create a password.” And why force the user to register before deciding to buy anything from you, when the whole process can be “cranked out” almost imperceptibly during checkout?
Here's an example of how ASOS has simplified its registration page with:

(Fig. Customers who have already used the services of the ASOS website must enter an email address and password, and new customers must create an account)

(Fig. To log in, regular customers must enter their email address and password, and newcomers, after selecting a product, are asked to go to the checkout page)

Once prospects click on the “continue” icon after selecting a product, they will be taken to a page where they will be asked to enter the same information they asked for before and ultimately an account will be created. This means that the same process is presented in completely different ways. Surprisingly, statistics showed that such a minor change led to a halving of failures on the site.

Conclusion: on website pages, registered customers should be prompted to “log in” with their password so that they can quickly access the order page. And the calculation of the order amount and its further execution must be offered to everyone. Of course, you can offer to create an account, but this is of no use.

Macy's Company
Here's another great example - a nice, clear and uncluttered page that draws users' attention to key points:

(Fig. If you have previously purchased something on the site, then you can go to your orders page by entering your email address and password. For beginners, only after selecting a product they are offered to go to the ordering page by clicking on the “Make calculation as” button guest". This will automatically create a profile).

Macy's also does this well because the checkout page gives customers return and shipping information (by clicking the box and lock icons) and a number at the top of the page to call and clarify all the necessary information. Agree that such an approach to business inspires trust and respect.

Walmart Company
On its checkout page, Walmart offers guests the option of creating an account or continuing to place an order without creating an account. Those. a new buyer has a choice - to save time “here and now” or in the future:

(Fig. Regular customers log in to the system by entering their email address and password, and newbies can find out the total cost and place an order without creating an account (i.e., saving time now), or create an account (and thus saving time in the future) future)).

Sears company
An interesting approach to this issue was taken by Sears, which decided that they did not need a login page for regular customers. Therefore, the company sends all its users directly to the checkout page.
This is what their checkout page looked like before:

And this is what she looks like now:

Everything is very clear (you need to enter the delivery address, recipient's name and email), there are no barriers to completing the purchase.

WHSmith Company
Another role model. A very neat page that does not force the user to register:

(Fig. The user is asked to enter his email and is unobtrusively asked if he has a password to log into the site)

Tesco company
Tesco demonstrates a completely different approach. On their website, mandatory registration of users is carried out before placing an order.
Perhaps this is due to the fact that the company is large enough, it has many regular users with a club card, so the registration process is not considered a barrier.

(Fig. Login by entering your email address and password. Register by entering your email address, postal code and club card number)

This approach, I think, can scare off a number of random buyers, so we can advise Tesco to try to introduce an order for random site guests and track the result.

John Lewis Company
Another great example of ordering page design. There is no requirement for mandatory registration of all users, and the page itself provides all the necessary contact information for the company, and offers a secure order confirmation function (placement of the order can only be continued by following the link sent to the email address):

(Fig. The user is asked to enter an email to which a link for further ordering will be sent)

Boots Company
Previously, we already looked at the website of the “Boots” company, where mandatory registration before placing an order can be one of the factors that negatively affects sales levels:

(Fig. Log in to the checkout system via email and password or register on the site before you start shopping)

Amazon Company
Amazon also forces users to register before sending users to the page for placing and calculating the cost of an order. However, this requirement is presented very gently, so the registration process does not seem to be a barrier to further actions on the site.
The new visitor is asked to enter the address and click on the radio icon to continue placing the order:

(Fig. The visitor is asked to enter an email address and indicate whether he is a new buyer (then he must click on the yellow button below) or has already used Amazon services (then a password is entered)).

After this, you will be transferred to the registration page, which will not take much time, because... extremely simple:

(Fig. New buyer is asked to enter name, email address, contact phone number (optional) and password).

House of Fraser Company

They have a very simple checkout page that does not pose any barrier to making a purchase:

(Fig. They ask you to log in or continue placing an order as a guest, indicating only your email to begin with).

American Apparel Company

The American Apparel company managed to place on one page not only information about orders (shopping list) and their cost, but also the function “log in using your login” and placing an order as a guest.
However, all this is done so “tasty” that the buyer will not be confused at all and nothing will distract him from the purchase:

(Fig. Placing an order: 1) list and cost of the order; 2) log in using your login or specify delivery details as a guest)

Let's sum it up
The article featured a random selection of checkout pages from various commercial websites to demonstrate how differently this issue can be approached.
In most cases, all visitors to different resources are required to enter the same information, but it is very important to know how to correctly ask the user to enter the necessary information and in what order it is best to do this.

For example, if you do not take into account entering the number from the club card (which is optional in any case), forms for placing and calculating the cost of an order from companies such as House of Fraser and Tesco require entering the same information.

It’s just that Tesco, with its implementation style, turned this into a barrier, while House of Fraser does not create any obstacles and directs all users directly to the ordering page without mandatory registration. Which tactic is better? In my opinion, the second one...

And always remember, if you want customers to shop with you, don’t put any barriers for them.