(Heads up: this post will not answer the question above)
I’m no marketeer nor a UX specialist. But I wonder if it feels better to end-users if they get free shipping on products that have been made slightly more expensive as opposed to seeing a lower price tag but an additional shipping fee at the end.
Personally, I never like shipping cost. This is me shopping: Say there’s a product in my shopping basket worth $75. I know that, because I clicked “add to cart” where it said "This will cost you $75".
In my head there’s now a product-value binding of some sort. I don’t know the name or what it is, but for me I am going to buy a product worth of $75. And hey, I’m going to really buy it, so let’s proceed to the checkout.
It doesn’t add value to the product. I need to pay this in order for me to hold and use the product, but once I have it in my hands it’s worth $75.
What if I had been considering this product being $80 from the start? In my head that product would have a higher value, and …
"hey - BONUS! Free shipping! Thank you shop!"
I am just naively wondering what the negatives to this would be. And I can imagine a few:
- I would be more likely to buy a $75 product than an $80 one. If another shop has the same product for $75 I’d probably start there.
- Once I am searching for the product I want, added it to my basket, went through checkout and filled out my details - well, I don’t want to give up so yeah sure I’d pay that $5 just to get it.
But the mental flow of deciding you want to pay a certain amount for a product and taking that through the payment process and finding a bonus free shipping plus getting a higher-value-for-money product in your hands, wouldn’t that make users happier?
I don’t know. I think it could. Your thoughts?
Update: Here are a few interesting related posts on pricing and psychology: