Search Engine Marketing: Finding Santa's Helpers

Online marketers are aligning with internal stakeholders to embrace this trend. It starts with testing and reporting. For instance, your online marketing arm may find — like comScore did — that orders including free shipping are 30 percent higher in value than orders not including free shipping. It may also find via paid search copy testing that "Free Shipping" ad copy helps boost clickthrough and conversion rates. Such findings are being used to make the internal case for free shipping. Create marketing accountability and answer the question, "If we have to charge for shipping, are we more likely to make the sale if we integrate the shipping cost into the product's price?"