BizSugar.com › Technology › 3 Shopping Cart Promotional Tactics for the Holiday Season

In 2006, a Wharton professor first noticed that online buyers were more likely to respond to a free shipping offer that resulted in a savings of $6.99 over an outright savings offer of $10. The explanation was that it made the online price more comparable with the offline equivalent.

I've been on a mission to understand online buyer behavior, and in this column I'll look at the relationship between the cart value and the shopping cart abandonment rate. What are key price points that trigger abandonment? And can different pricing tactics lead to more conversions without eroding margin? I began my research analyzing a random sample of 264,631 abandoned shopping carts in August 2011, from a cross section of B2C e-commerce sites.