CRO & Landing Pages
Free Shipping vs Discount: Which Converts Better?
A discount reduces the price of the product. Free shipping removes a fee customers often resent. Which one converts better depends on the numbers and how customers perceive the offer.
Compare equivalent economics
If average shipping is $7, compare the impact of free shipping with a discount that costs the business roughly the same amount. Comparing "free shipping" with "30% off" tells you more about offer size than offer type.
Free shipping can remove checkout friction
It is particularly valuable when shipping charges are a common abandonment reason. The customer knows the price they see is close to the price they will pay.
Discounts can create stronger headline value
A visible 15% off may be more compelling in ads, especially for products where shipping is already cheap or expected. But frequent discounts can train customers to wait for sales and reduce perceived product value.
Look at AOV and margin
Free shipping thresholds may increase basket size. Percentage discounts can reduce contribution margin more heavily on large orders. Run the offer through actual order economics. The winner is not the one with the highest conversion rate. It is the one that generates the strongest contribution profit and customer quality after acquisition cost.
Want a clear read on your funnel?
If you are choosing between free shipping and discounting for paid campaigns, send us an inquiry. We can compare the offers against your margins and conversion funnel.