How to Make Promotional Offers Work

Free S&H

Consumers say that having to pay shipping and handling (S&H) fees is one of the major reasons they dislike buying by mail, according to numerous surveys. No surprise, then, that free shipping is a strong — if not the strongest — offer you can make. My colleagues and I have conducted many A/B split tests, i.e., free shipping vs. no offer (the control), and we see a lift in response every time.