Apply the Rules You Already Know

Present Offers Effectively. If you were presenting an offer to everyone (e.g., free shipping with a $100 order), then you would want to remind your customers of that offer as often as possible. In your catalog, you might put that on the front cover, back cover, order form and on individual items priced higher than $100. Yet on most Web sites, this is only on the home page or the ordering page. It should be repeated on every page, and especially at checkout or in the shopping cart if the buyer is close to the $100 threshold: “Spend just $10 more and your shipping will be FREE!”