3 ms·

As an amateur dabbler in conversion rate optimization, it's stunning what disclosing shipping policies upfront does to conversion rates. I've seen cart abandon

As an amateur dabbler in conversion rate optimization, it's stunning what disclosing shipping policies upfront does to conversion rates. I've seen cart abandonment drop by 50% or more simply by including shipping price and policies on the pricing page. People will spend $20 extra to hit the $50 minimum free shipping threshold than spend $5 on shipping for a $30 order. (Keeping low cost, high utility items in stock and available near checkout is highly recommended. For one fashion retailer, showing a bunch of socks and undergarments under 'recommendations' for orders below the free shipping threshold dramatically increased conversion rate. Everyone needs extra socks. If you've bought a $45 pair of jeans, adding a $5 pair of socks to hit the free shipping limit is "rational" for most people)

ghaff 9y ago
>I've seen cart abandonment drop by 50% or more simply by including shipping price and policies on the pricing page. To be fair I assume that some number of people never start shopping because they don't like the shipping policies. That said, people have gotten conditioned with a lot of "free" shipping or free shipping over a certain amount. So when they hit final checkout and are presented with what seems to be expensive shipping, they'll often almost reflexively close the page. >People will spend $20 extra to hit the $50 minimum free shipping threshold than spend $5 on shipping for a $30 order. Raises hand :-) I think the shipping charge feels like throwing money away. Whereas adding the item feels like "Surely I can find some item I want at effectively a 25% discount." But, yeah, most of this isn't economically rational. It was all very eye-opening when I was first exposed to this sort of thing 30 years ago and it's been useful in a lot of contexts.

3 ms·

As an amateur dabbler in conversion rate optimization, it's stunning what disclosing shipping policies upfront does to conversion rates. I've seen cart abandon

by puranjay 9y ago

ghaff 9y ago
>I've seen cart abandonment drop by 50% or more simply by including shipping price and policies on the pricing page. To be fair I assume that some number of people never start shopping because they don't like the shipping policies. That said, people have gotten conditioned with a lot of "free" shipping or free shipping over a certain amount. So when they hit final checkout and are presented with what seems to be expensive shipping, they'll often almost reflexively close the page. >People will spend $20 extra to hit the $50 minimum free shipping threshold than spend $5 on shipping for a $30 order. Raises hand :-) I think the shipping charge feels like throwing money away. Whereas adding the item feels like "Surely I can find some item I want at effectively a 25% discount." But, yeah, most of this isn't economically rational. It was all very eye-opening when I was first exposed to this sort of thing 30 years ago and it's been useful in a lot of contexts.