Free Shipping is still one of the top reasons customers decide to shop on one site vs. another.  Yet most sites mention it in a minimal way, if all all. Why? It’s not a new message. It’s not sexy. Those who offer it know it’s a customer expectation. Many seem to think offering it is enough, but don’t see it as an important message at the start of the shopping process. That would be wrong.

The latest report from Forrester research shows that low prices and delivery costs are still the top 2 reasons consumers will revisit a site. As it turns out, fast shipping is much less important (#14 on the list of consumer priorities).  While many retailers have downplayed free shipping to explore how to compete with Amazon’s popular Prime service, it has not taken taken the place of simple, free shipping in the consumer’s mind.

While over 92% of retailers online offer free shipping, only 78% actually say so on the homepage, and 22% don’t talk about shipping at all. Those that do promote it, for the most part, are not showing it prominently on the homepage. For more details on the data, see the free summary of Forrester’s report on Internet Retailer:  Free Shipping Trumps Fast Shipping For Web Shoppers.

The do-now: Offer Free Shipping. Devote space to it. Make it prominent, persistent and legible on your homepage.

Some good examples:

Zappos has a rotating message for Free Shipping, Free Returns, and First Class Customer Service, while also promoting an offer above the navigation for Free next day shipping on clothing.

Neiman Marcus now offers Free Shipping and Free Returns, always.

Quidsy sites including Wag.com and Soap.com offer a prominent Free 2-day Shipping offer above the navigation.

Macy’s has a banner showing Free Shipping every day

Drugstore.com offers a prominent Everyday Free Shipping message

These are just a few of the best I’ve seen lately. There are a surprising number of major retail brands who don’t show a free shipping offer at all.

The do-now is to make shipping FREE- if it’s not already. Make it prominent. Make it global. It’s an easy “to-do” that will make a difference. With a minimum purchase, you can ensure it’s paying for itself with the volume it drives. And you can test to see where the sweet spot is, for both volume and AOV.  Forrester also recommends that retailers promote it throughout the shopping path- not just on the homepage itself. Doing this gives customers reassurance as they browse thumbnail pages, product pages- and most importantly, the shopping cart. The important thing now is to start with the main message.

Do it now, before the holiday races begin.