Free shipping is table stakes in the E-commerce world.
But what can you do when you offer free shipping but your customers still keep abandoning the cart because of shipping costs?
That’s the riddle the experts at GrowthHit had to solve when they were brought onboard to improve the revenue of an E-commerce client in the beauty industry.
As a first step, they used qualitative research methods to add some voice of customer data to understand the high site abandonment rate.
They collected data from an exit intent poll and also a true intent survey to gather insights around motivation, market positioning, customer buying preferences, and the causes for abandonment.
Based on the information they hypothesized that:
Emphasizing messaging around free shipping across all device types will lead to more purchases.
They targeted all potential customers, on all devices.
CONTROL: The original site, with no “FREE SHIPPING” emphasis. Was served to 50% of the site traffic, for a cycle of 15 days. In total 26,306 visitors saw this version.
VARIANT: This take on the site sported a sticky banner with the FREE SHIPPING offer. It was placed sitewide to maximize exposure to the message. Served to 50% of the site traffic, for a cycle of 15 days. In total 26,306 visitors saw this version.
|KPI IMPACTED||% CHANGE||CONFIDENCE OF RESULT||WINNER|
|Purchases||8% increase in completed purchases||90%||Variation (with FREE SHIPPING banner)|
We were shocked by the survey results. The primary complaints from visitors that didn’t buy were around shipping. Almost every product on the site qualifies for free shipping. Even though it wasn’t an actual issue for visitors, the confusion caused abandonment. We tested into messaging to alleviate those concerns and increased purchases by 8%.Jeremy Epperson, VP of Growth at GrowthHit
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|GrowthHit’s goal is to save the 90% of startups that fail. It does that by running customer-centric growth teams.|
GrowthHit has helped startups raise over $40M in funding and helped companies generate over $247M in revenue from tracked experiments.
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