The Goal
Logistics customers aren't your run-of-mill consumer--they visit a website to get down to business. My team had to find a way to insert our product within Shippo's user flow in a way that maximized attach rate and fit into their consumer's behavior.
Challenges
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When existing users visit Shippo, they head directly to where they need to go, be that their orders page or shipments page. They don't generally explore other areas in the user interface.
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New shippers, most who haven't sent out a shipment yet, may decline shipping protection in the initial offering because they don't understand the value in the first touchpoint.
Make Enrollment as easy as Pie
Our solution: Working cross-collabortively, Automatic Package Protection was born.
We determined the most effective way to maximize attach rate is to automatically include protection in the user interface, similar to what carriers like USPS already do.
Next, was designing content that fulfilled compliance, underwriter and the partners requirements.
Oh my! How am I going to do that!?
Cus
Check, Check, Check
So what were the requirements we need to check off?
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The user needed to agree to the terms and see them again before they made their purchase
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We needed to avoid anything that created barriers to enrollment
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​The user need the ability to opt out of protection if they wanted to
The Flow
New Users
Working with our shipping partner, we included Automatic Shipping Protection as part of new user sign up.
For content, we kept it to a minimal, opting to include our terms and conditions in the disclaimer side-by-side Shippo's terms.
Once signed up news customers would continue on to our Existing User Flow.
Existing Users
Existing users would have protection automatically attached to their shipping label purchase. This was highlighted when the customer purchased the label, as well as messaging informing them how they can remove protection if they did not want it.
To opt out of protection, users would click X. We also included a link to our terms before the customer purchased their label.
To keep copy to a minimum in action pages, we added our benefits to our protection in the customer Shipping Setting page.
RESultS
Automatic attach led to an increase in attach rates! (No brainer, right). Once the option to add protection was easily accessible to shippers, they were more likely to add it to their shipments.
We rolled this same flow for all our logistics partners leading to up to 10% increase in attach rates across the vertical.