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ShipperHQ AI Introducing the New Shipping Intelligence Platform / Convert More, Stress Less
Introducing the New Shipping Intelligence Platform / Convert More, Stress Less
Introducing the New Shipping Intelligence Platform / Convert More, Stress Less
Introducing the New Shipping Intelligence Platform / Convert More, Stress Less

8% Increase in AOV with smart free shipping thresholds

Significantly fewer customer support tickets with accurate delivery and ship-by dates

Zero downtime after using ShipperHQ 7+ years

FROM STARTUP TO SCALE-UP

Shipping as a Growth Engine

trueCABLE is a best-selling Ethernet cable retailer that serves both direct-to-consumer and B2B customers, from weekend DIYers to professional network installers. Based in Kansas City, Missouri, the company takes pride in focusing on customer experience over profit. But with a complex product catalog ranging from lightweight tools to full pallets of cable, delivering on that promise means getting shipping right upfront. Since implementing ShipperHQ in 2019, trueCABLE has built a self-service checkout that improves the customer experience and increases sales with a lean team. 

“It seems like a small detail, but we’ve learned that shipping really matters to our customers. If we can make the customer experience as seamless and easy as possible on the website, that increases conversion rates and lowers abandoned cart rates.”Jessica Floyd
Chief Revenue Officer, trueCABLE

Jessica Floyd, Chief Revenue Officer, trueCable
CHALLENGE

Setting Accurate Delivery Dates Across a Wide Range of Products

When trueCABLE launched its website on Shopify in October 2018, the team quickly realized that shipping would be central to the online experience. Many of their customers work on time-sensitive projects – like a commercial network buildout or a weekend security camera install – and need to know exactly when their order will arrive.

The challenge was that no two orders ship the same way. A single tool weighing less than a pound goes out via USPS; a 40-pound cable reel ships through UPS; a full pallet of cable requires LTL freight. The first Shopify app trueCABLE tried for delivery date estimates was clunky to configure and unreliable. It didn’t give customers accurate delivery information, and there was no way to distinguish between carrier types at checkout.

GOAL

Deliver a Better Customer Experience with a Self-Service Checkout

trueCABLE wanted to offer an online experience where customers could get accurate shipping costs, see real delivery dates, and complete purchases on their own, at any hour of the day – without customer support having to step in to manually field shipping quotes or chase down delivery timelines.

They needed a shipping solution that would get shipping and delivery information right for each shipping method and every order, so they could scale without adding additional headcount.

solution

ShipperHQ Powers a Customer-Friendly Checkout that Wins Orders Around the Clock

trueCABLE implemented ShipperHQ in May 2019 and hasn’t looked back since. With ShipperHQ, it was easy to build a shipping configuration that enables their checkout to handle everything from USPS parcels to UPS ground to LTL freight. All with accurate, carrier-integrated delivery dates, so customers can complete purchase without having to contact support.

How trueCABLE uses ShipperHQ:

  • Delivery Date & Time displays specific arrival dates and ship-by dates at checkout, significantly reducing customer support inquiries. This allows trueCABLE to highlight their same-day shipping cutoff, a real differentiator in a market where most competitors ship in two days. In the age of Amazon-speed expectations, being transparent about delivery timing helps trueCABLE win more orders.
  • Free Shipping Thresholds made it easy to shift from free shipping on all orders to a tiered threshold model. They now offer free parcel shipping over $449.99 and free LTL shipping for 15+ units of cable using Shipping Rules. The result was an 8% increase in average order value without causing any cart abandonment.
  • Shipping surcharges help trueCABLE protect margins while still passing their deeply discounted negotiated rates to customers. Customizable surcharges pad against unexpected carrier fees like residential delivery charges, and allow trueCABLE to apply a small percentage fee to expedited shipping methods or zones where fees tend to run higher.
  • The LTL Freight feature allows trueCABLE to integrate their LTL freight carrier, Worldwide Express, to display accurate, real-time freight delivery estimates at checkout. While LTL freight accounts for a small percentage of trueCABLE's order count, it represents a significant share of revenue — making the freight checkout experience critical to get right.
  • Backup Carrier Rates ensure customers always see an accurate shipping rate at checkout, even if a carrier’s API goes down. trueCABLE connected their existing table rates as a fallback, so customers never hit a dead end at checkout.
RESULTS

More Revenue and a Better Customer Experience

Seven years in, ShipperHQ is deeply embedded in how trueCABLE operates. What started as a solution for accurate delivery dates has become the shipping engine behind a better customer experience — one that drives revenue and helps the business scale.

  • 8% increase in average order value after shifting to a tiered free shipping threshold, with no negative impact on checkout abandonment
  • Significant reduction in customer support inquiries — customers no longer need to call to ask when their order will arrive or how it will ship
  • A fully self-service checkout that captures orders around the clock
  • Faster growth with a leaner team by automating shipping processes that would otherwise require dedicated headcount
  • Responsive, hands-on support that helps trueCABLE's marketing and operations teams configure shipping, optimize checkout, and make strategic changes with confidence

“I can't imagine running the website without ShipperHQ. It allows us to be incredibly granular with how we handle shipping, and the support team has always been quick to respond and provide amazing service.”

Jessica Floyd, Chief Revenue Officer at trueCABLE

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More Stories of Success

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FAQs

How did ShipperHQ help trueCABLE reduce customer support inquiries?

Without transparent shipping and delivery information at checkout, trueCABLE's support team would have to manually field shipping quotes and chase down delivery timelines — a process that doesn't scale. By implementing ShipperHQ's Delivery Date & Time feature, trueCABLE displays specific arrival dates and ship-by cutoff times directly at checkout, giving customers the information they need to make a purchase without contacting support. This is especially important for trueCABLE's customers, many of whom are working on time-sensitive projects like commercial network buildouts or security camera installations. Combined with accurate carrier-integrated rates across USPS, UPS, and LTL freight, trueCABLE built a fully self-service checkout that captures orders around the clock without dedicated shipping headcount.

How did trueCABLE increase average order value by 8% without hurting conversion?

trueCABLE used ShipperHQ's Shipping Rules to shift from free shipping on all orders to a tiered threshold model, offering free parcel shipping over $449.99 and free LTL shipping for 15+ units of cable. While platforms like Shopify allow a blanket free shipping threshold, ShipperHQ gave trueCABLE the granular control to set different shipping prices based on what's in the cart and how products ship. That's the kind of flexibility that would otherwise require custom development. This encouraged customers to add more to their carts to qualify for free shipping, driving an 8% increase in average order value with no negative impact on cart abandonment.

How does ShipperHQ support a diverse product catalog?

ShipperHQ allows merchants like trueCABLE to configure a single checkout that intelligently routes orders to the right carrier and method based on product attributes. A lightweight tool ships via USPS, a 40-pound cable reel goes through UPS Ground, and a full pallet of cable gets real-time LTL freight rates. trueCABLE integrated their LTL freight carrier, Worldwide Express, using ShipperHQ's LTL Freight & Delivery DAte & Time features to display accurate delivery estimates for their highest-revenue orders, while Backup Carrier Rates ensure customers always see a rate even if a carrier's API temporarily goes down.

How did trueCABLE use shipping to gain a competitive advantage?

Most of trueCABLE's competitors average two days post-purchase to ship orders out. trueCABLE, on the other hand, offers a same-day shipping cutoff that's highlighted at checkout with ShipperHQ's Delivery Date & Time feature. This allows trueCABLE to display transparent arrival and ship-by dates based on custom lead times and cutoffs, turning fast fulfillment into a visible differentiator that wins orders and builds customer loyalty.

Convert & Retain More Customers at Checkout

Gain a competitive edge with accurate delivery and ship-by dates, and a smooth self-service checkout experience. Win customers around-the-clock with less cart abandonment and fewer support tickets. Start a free 15-day trial or book a demo today.

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