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The Importance of 'Free'

When Kantar Media asked over 2,500 people what encouraged them to purchase more products online, the top two responses had something in common: the word "free." "More than three out of four shoppers cited 'free shipping' as the factor that would get them to purchase, and the second most common was 'free returns,'" writes Roger Dooley at Neuromarketing. "This data underscores the fact that FREE! still works like a charm."

To illustrate the word's positive effect, he recounts an Amazon campaign that offered free shipping in several countries. Sales rose everywhere, except France. A quick investigation revealed the problem—instead of free shipping, the French offer had been switched to an ultra-low delivery charge of around 25 cents.

While the difference between $59.00 and $59.25 would seem too trivial to notice, it matters ... Read More

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