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3 behavioural cues FMCG brands can use now to drive sales

1️⃣ Add customer ratings to your homepage and product pages

Tip: Resist the urge to feel that all reviews need to be 5 star — research by Medill Spiegel Research Center showed customers are sceptical of perfect reviews and it can actually stop people buying.

The ideal product rating for the best conversion rate is between 4.2 and 4.5 stars.

2️⃣ Add trust signals like "As seen in..." from known publications

This plays on the Authority Bias to build trust and credibility.

3️⃣ Free shipping over a certain amount

Use "Free shipping over £XX" instead of discount codes or coupons — research from different sources suggests between 47% and 79% of customers state free shipping makes them more likely to purchase.

There is some nuance and disagreement around this one though.

Some argue the inclusion of the word "free" speaks to our innate human need/desire, while others state it only works effectively for certain product types and price points.

Research by the team at Science Says suggests adding an automatic discount for the shipping cost, rather than free shipping.

If you're offering free shipping for all products and order sizes, it also stands to reason you need to make sure your margins account for shipping costs (we only tested free shipping over a certain basket size, in this case £35).

The result?

These changes raised purchase conversion rates at Düng by over 1% (a 66% increase).

Considering the average e-commerce conversion rate worldwide is between 2.5% and 3% (according to data released by Shopify), 1% is a sizeable uplift.

As always, these things vary from brand to brand and product to product so remember to follow the ABT rule — "Always Be Testing".

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