The Sway of Free
This is the cart page on saffronrouge.com–
The shopper is about to purchase a $21 item. As a store owner you know there is a 40%+ probability this potential buyer will abandon. When I clicked CHECKOUT this is what I saw on next screen–
This is a genius conversion tactic for two reasons–
1: The shopper is being distracted by two free items. This unexpected ‘gift’ completely shifts focus away from the $21 item and to the free items.
2: Saffronrouge.com presents shoppers 12 free items and asks them to pick any 2. Studies show when shoppers can drive their own experience they covert at a higher rate.
Another clever touch is that if a shopper clicks Soothing Herbal Recovery Gel, one of the free items listed, product details are shown on the same screen–
It’s always a good idea to keep shoppers who start checkout within checkout flow. We saw this in the eyebuydirect.com example too.
betterretail
It’s quite clever. Did you see the text above the free sample offer? “You are $29.00 away from 5 free samples.”
I didn’t see this at first. It looks a little lost, competing with the free sample images.
Probably would work better if this text was bigger, brighter or flashing
simplysuperheroes
April 16, 2012 at 10:01 am
I did notice the “You are $29.00 away from 5 free samples.” message. I found it quite prominent on saffronrouge.com. Maybe my screenshot wasn’t as clear.
betterretail
April 16, 2012 at 10:40 am
Maybe. The banner with this text looks light.
simplysuperheroes
April 16, 2012 at 10:43 am