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.