Royal Mail has unveiled a free website analysis tool to help etailers improve the buying experience of customers and reduce shopping cart abandonment.

The self-serve Delivery Promise Tool provides analysis of any e-tail website from a shopper’s view and takes just 15 minutes to complete. The service gives advice, developed with e-commerce experts, on areas such as website navigation, the buying process, delivery options and information through to the post-purchase experience. E-tailers using the service will receive a detailed report highlighting any areas of the site that aren’t working as well as they could, and recommendations on how each website can improve its service.

The launch follows the publication of Royal Mail’s latest Delivery Matters Research which analyses online shopping habits and attitudes.  The research highlights the need for e-tailers to provide clear and straightforward delivery information before a shopper places an order.  During 2009, one in three buyers frequently abandoned their online shopping cart, resulting in lost sales of £2.7 billion. More than half of abandoners cited unhappiness with the delivery charge as their reason.

The 2009 Delivery Matters Research report found that approximately two thirds (60 percent) of online shoppers would continue or increase their usage of an e-tailer if clear information about delivery charges was provided.
The research also highlighted that:

• Nine out of ten (93 per cent) online shoppers have abandoned their shopping cart at some point

• Eight out of ten (82 per cent) online shoppers feel free delivery on all items would make them continue or increase their usage of an etailer

• Two thirds (65 per cent) would continue or increase their usage of an e-tailer based on their ability to provide good customer service

• Less than one third (31 per cent) of cart abandoners did so because of overly lengthy delivery times – down by eight per cent from 2008

• Just 18 per cent of cart abandoners complained about unsuitable delivery options – down by five per cent from 2008

Dan Hewett, Head of Small Business Goods Fulfilment at Royal Mail, said: “The online marketplace grows ever more competitive and having tempted shoppers to explore their stores, e-tailers simply cannot afford to miss out on sales because of poor website functionality and inadequate delivery information. 

“Our research shows that delivery details and options remain a major influence on online shopping habits.  The majority of e-retailers understand the importance of offering the best shopping experience online and Royal Mail’s Deliver Promise Tool is a fast and simple way to receive useful tips that can help them better achieve this goal.” 

One company to benchmark its website with Royal Mail's Delivery Promise Tool is e-tailer TruffleShuffle, which sells clothing and accessories with a nostalgic '80s twist. Co-founder Claire Lewis said: "It confirmed we're doing most things right, particularly with our delivery choices and the way they're advertised. It also gave us some useful tips, like letting customers buy without registering first and free returns, which we are investigating now. We're constantly trying to improve the site's usability and ways to search for items. You can't sit still."

(www.royalmail.com/deliverypromisetool)