David Fry, President and CEO of Fry, Inc. recently spoke at a Chicago Internet conference. The founder of Fry Inc., a website development, design and hosting company, Mr. Fry had plenty to say about providing user-centric navigation to your customers. One interesting suggestion was properly placing your site's shipping information.
According to Fry, a big factor of shopping cart abandonment is the misplacement of shipping information. When a customer has invested his time in selecting a product, the shipping information can be a major hassle and kill the purchase. Consumers get frustrated with yet another step in the process when they feel that they are nearing the end of their purchase. What's more, when a potential customer finds that he will have to pay $10 in shipping for a $10 item, it's likely he'll reconsider his purchase and look elsewhere.
Therefore, Fry suggests placing shipping information early in the purchasing process. The consumer will know what they have to pay upfront and the overall experience will seem quicker and easier. Even if the item is not purchased, your efforts to speed up the decision-making process will be appreciated.