Tactic 35 of 99
The Top-Up
“Spend a little more for free delivery” is a sale, not a gift.
What it is
“Spend $8/€8 more for free delivery!” The word “free” has a strange pull. Kristina Shampanier, Nina Mazar and Dan Ariely found that people often over-choose options that include something free, even when the paid option is better value. Add a progress bar (“You’re almost there!”) and you feel pulled to finish.
Spot it
Progress bars toward a threshold. “Only $6.50/€6.50 away from free delivery!” Suggested cheap add-ons right at the checkout.
Counter it
Compare the two numbers: the add-on cost versus the delivery fee. If the add-on costs more and you don’t need it, pay the delivery. Or wait and combine it with a future order you’d make anyway.