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Ecommerce?A/B Test Idea: The Hypothesis

By adding a ?Free Shipping? to a prominent part of your site, you could increase your purchases. As it helps remove some checkout friction and immediately resolves any shipping objections people might have.

Why You Should Test It

We?re living in a world of Amazon prime and the fastest shipping we?ve ever seen. The fact is, people have come to expect free shipping when they reach the checkout. And even if your product is unique and not sold on Amazon, you?re still competing with Amazon and their way of doing things. It?s become such an expected practice that if the user sees a high cost of shipping, you?re most likely going to lose the sale. So if you?re not offering free shipping as standard, try to think of a way you can do it. It might mean adding shipping into your margins, testing with a minimum order value, or setting restrictions on specific products. It?s an easy test that could translate to a big bump in conversions. Give it a try.

Why It Works

First things first, our eyes are drawn to the word ?Free?. It?s been programmed into us since advertising existed, and it?s one of the easiest ways to get our attention. Everyone wants something for nothing. And free shipping is the next best thing to actually giving away a product. So find a way to use this powerful psychological hook. Secondly, Amazon has used free shipping models along with their prime membership and great product prices for years now. Almost to the point where free shipping is simply expected, and not to have it, is something out of the ordinary.