The verdict in three sentences
A customer accepts a long delay if it is clearly stated and kept; they never forgive a promised-then-missed one. Displaying a precise delay lifts conversion by 14 %, but without operational discipline the hit rate caps at 78 % when a healthy SLA target is 92 %. The fix: a written SLA with compensation (a 1,000 FCFA voucher on delay) that cuts disputes by 48 % and turns a miss into a goodwill gesture.
No commitment vs displayed delay vs SLA with compensation
Three maturity levels coexist on the market. Each shifts conversion and satisfaction.
| Level | Conversion | Disputes | Satisfaction | Operating cost |
|---|---|---|---|---|
| No displayed delay | Baseline | Baseline | Low | Lowest |
| Displayed delay (no guarantee) | +14 % | -10 % | Medium | Moderate |
| SLA + delay compensation | +14 % | -48 % | High | +vouchers issued |
Displaying a delay is enough to win conversion; the SLA with compensation is what protects reputation when a miss happens anyway. The cost of a 1,000 FCFA voucher is negligible against a refunded order and a 1-star review.
The SLA dashboard to track every week
An SLA only lives if you measure it. Here are the KPIs to track and their 2026 targets.
| KPI | Formula | 2026 SLA target | Alert if |
|---|---|---|---|
| On-time rate | On-time parcels / total | >= 92 % | < 85 % |
| Average real delay | Sum of delays / parcels | <= displayed delay | > +1 day |
| Cost of one day late | Review impact | 0.4 star / day | > 0.5 |
| Delivery dispute rate | Disputes / orders | < 4 % | > 6 % |
| Compensations paid | Vouchers issued / month | Trend tracking | Sudden spike |
| Failed delivery rate | Failures / attempts | < 6 % | > 10 % |
With each late day costing 0.4 stars, three days of delay drop a product from 4.5 to 3.3 stars, collapsing conversion for future buyers.
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Mini case study
Mireille runs a skincare store in Kigali, 350 orders/month. With no displayed delay she converts at 2.1 %. She switches to a displayed "48-72h": conversion +14 %, i.e. 2.4 %, about 40 extra orders/month at 18,000 FCFA (720,000 FCFA added revenue). But her on-time rate is only 78 %, generating disputes. She adds an SLA with a 1,000 FCFA voucher on delay: disputes fall 48 %, and voucher cost (about 30 delays x 1,000 = 30,000 FCFA/month) is 24 times lower than the secured added revenue.
FAQ
Does displaying a delay really sell more? Yes, the 2026 ballpark is +14 % conversion. Buyers want certainty: a precise delay, even 72h, reassures more than no information at all.
What hit rate should I target? The healthy SLA target is 92 %. Many stores start at 78 %; the gap closes by making the courier reliable and displaying a realistic rather than optimistic delay.
Isn't delay compensation too expensive? No. A 1,000 FCFA voucher cuts disputes by 48 % and avoids full refunds and negative reviews. Voucher cost is marginal against preserved reputation.
What does one late day really cost? On average 0.4 review stars per day. Three days drop a rating from 4.5 to 3.3, degrading conversion for every following buyer.
Do I need a dedicated dashboard? Yes, an unmeasured SLA does not exist. Track weekly the on-time rate, average real delay, dispute rate and failure rate to react before the rating drops.
Let's talk about your project. We set up your delivery SLA and its dashboard to convert more without exploding disputes. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
