Posts tagged ‘free shipping’
October 23, 2013
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:
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.
November 30, 2011
Did you know you could buy paper towels on Amazon.com? Bottled water? Laundry detergent? I do now. My sister showed me the mom’s club, where you can subscribe for automatic replenishment to get discounts on things like diapers or laundry detergent. She buys everything online- diapers, cleaning products, hair products- the works. And with free shipping, why not save the trip?
Until now, I haven’t had much interest in buying groceries online. I dabbled with it during the initial launch of all the online grocer sites, years ago. I couldn’t stand the waste involved with all of the packaging: the laundry detergent came wrapped tightly in cellophane, sunk into a huge box four times it’s size, with loads of those foam peanuts. I ordered two grocery bags worth of stuff, and had enough recycling and garbage to make the garage look like the week after Christmas. Not to mention the size issue. I had never paid much attention to the number of ounces in the average cereal or cracker box- so I ended up with sizes ranging from Brooklyn-corner-store-tiny, to Costco sized gigantic, feed-a-family-of-eight sizes.
But now that I’m commuting again, leaving at 7 and returning after 7, online shopping has a much bigger appeal. I just don’t have enough time to do it all on the weekend.
Last weekend, my sister introduced me to Wag.com, Soap.com– and its associated sites, including diapers.com. Four sites, with a shared cart. Lots of introductory offers, and premium, free 2-day shipping for first time orders. Yesterday I ordered a 35 pound bag of dog food, a 25 pound box of cat litter, a mega-12-pack of paper towels, various organic food items and method soaps, paid nothing for shipping, and it’s all coming tomorrow. Saving the rush trips to store before the weekend is like a gift. Amazon actually owns those sites, too-having acquired the parent company, Quidsi, Inc, for $500 million back in March, but keeps the branding unique and the web design is beautiful. The sites are clean, elegant, and shopper friendly.
I never thought I’d want to buy paper towels on Amazon. But times have changed. I need easy, now. And getting big, heavy things I need delivered to my door is very, very easy. I’m a convert.
Are you shopping for groceries online? Let me know where you shop, and what you think about the experience.