The Two Most Likely Things to Convert Browsers to Buyers: Free Delivery and Word of Mouth

Are you looking for an edge over your competitors? Or perhaps simply looking to convert more from browsing to buying? Perhaps you really need your next big sale period to just be the one that tips your business over from good to great, or reach that new volume which gets you better pricing with wholesalers.

No matter the reason you want to increase sales, we know just how vital it is to convert consumers once they’ve landed on your website or interact with your brand on social media.

Converting them from a browser into a buyer becomes the critical challenge. Among the factors that can tip the scales, free delivery options and positive word of mouth stand out as the most effective.

The Australian market is a prime example of this trend. A recent report highlights that 64% of online shoppers in Australia cite free delivery as a significant motivator to make a purchase, and 36% rely on word-of-mouth recommendations to discover new brands^​.

With this in mind, let’s explore why these two factors are so crucial and how you can leverage them to boost your conversions.

The Power of Free Delivery

Free delivery has evolved from a bonus perk to an expectation for online shoppers. This shift stems from the widespread adoption of e-commerce and rising consumer expectations for convenience. The numbers don’t lie: offering free delivery can reduce cart abandonment rates and drive more purchases. It’s a simple yet effective incentive that provides immediate value to your customers.

For businesses hesitant to implement free delivery due to cost concerns, consider these strategies:

1. Build delivery costs into product pricing: Slightly adjust prices to absorb delivery expenses while maintaining perceived value.
2. Set a minimum spend threshold: Encourage larger orders by offering free delivery on purchases above a specific amount.
3. Limit free delivery to specific regions or products: Optimise shipping costs by focusing on high-margin items or areas with a dense customer base.

Incorporating free delivery into your business model not only increases conversion rates but also fosters customer loyalty.

Free shipping and online reviews significantly influence consumer behaviour, often reducing price sensitivity and allowing businesses to maintain higher price points. When customers perceive additional value - like free shipping - they’re less likely to focus on price alone. This shift can reduce the need for steep discounts, offsetting the cost of shipping while positioning your product as premium in their minds.

Offering free shipping not only meets customer expectations but also creates a competitive edge. For businesses with healthy margins, introducing a more premium free shipping option - such as expedited delivery - can further enhance customer satisfaction and loyalty. A well-executed premium shipping strategy builds trust and makes customers feel valued, which increases the likelihood of repeat purchases and glowing reviews.

To take it a step further, surprising and delighting customers with unannounced upgrades can have a lasting impact. For instance, randomly upgrading orders to DHL express shipping and including a note like, “Congratulations! We’ve upgraded your shipping as a token of our appreciation,” can create moments of unexpected joy. These small gestures don’t just enhance the buying experience; they also inspire customers to share their positive experiences online. Positive reviews generated by these thoughtful acts build credibility with future customers, making them more likely to choose your product, even at a higher price.

By aligning free shipping strategies with customer satisfaction and review generation, businesses can create a cycle of loyalty and advocacy. This approach not only reduces the dependency on price-focused promotions but also establishes a premium brand perception, fostering long-term growth.

Harnessing Positive Word of Mouth

Word of mouth is a timeless marketing tool amplified by digital platforms. Modern consumers trust recommendations from their peers far more than traditional advertising. According to the report, positive reviews - both written and video - are particularly persuasive in the Australian market, where consumers highly value authentic endorsements^.

Building and Maintaining a Positive Review Ecosystem

Creating a robust word-of-mouth strategy starts with generating glowing reviews. Here are some tips to achieve this:

1. Encourage reviews: After every purchase, invite customers to share their experiences through automated follow-up emails or SMS. Offer small incentives, such as discounts on future purchases, to motivate participation.
2. Leverage video content: Video testimonials are incredibly impactful, offering an authentic glimpse into how your products or services have made a difference. Highlight these on your website and social media channels.
3. Engage with all feedback: Respond to reviews - both positive and negative - promptly and professionally. This shows customers that their opinions matter and strengthens trust in your brand.

Responding to Reviews: Best Practices

The way you handle reviews can significantly impact your brand perception. Here are key practices to follow:

• Respond positively and promptly: Acknowledge every review, thank the customer for their feedback, and address concerns respectfully. This demonstrates that you value customer input and are committed to improving their experience.
• Monitor reviews multiple times daily: Regularly checking review platforms ensures you catch new feedback early. This allows you to capitalise on positive reviews and quickly resolve any issues raised in negative ones.
• Showcase reviews on social media: Transform customer reviews into compelling social media posts. Screenshots of glowing testimonials or creatively repurposed reviews for platforms like Facebook and Instagram can enhance credibility. Remember, it’s not your company claiming greatness—it’s your customers advocating for you.

The Importance of Addressing Negative Feedback with a Positive Mindset

Negative feedback can be challenging to receive, especially when it feels unjustified or doesn’t align with your perspective. However, as a business owner or team leader, addressing negative feedback with a positive mindset is not just a professional courtesy - it’s an opportunity to grow.

Every piece of feedback is given for a reason. While some reviews may seem unreasonable at first glance, the majority stem from a customer’s genuine experience or perception. Dismissing or reacting defensively to such feedback can alienate your customers and damage your brand reputation. Instead, it’s crucial to approach these situations with empathy and an open mind.

Start by recognizing that feedback, even negative, is a gift. It offers insight into your customers' experiences and helps identify areas for improvement. While you may not agree with every point raised, taking the time to understand the root cause of the issue can lead to valuable insights. Has there been a misunderstanding? Is there a flaw in your process that needs addressing? Use feedback as a diagnostic tool to uncover potential pain points in your operations.

Responding positively also demonstrates your commitment to customer satisfaction and builds trust. A thoughtful reply that acknowledges the feedback, expresses gratitude for it, and outlines steps to address the concern can turn a dissatisfied customer into a loyal advocate. It also shows other potential customers that you care deeply about their experience.

Finally, foster a culture of continuous improvement within your team. Discuss the feedback, identify actionable changes, and ensure everyone understands their role in preventing similar issues in the future. By treating negative feedback as an opportunity for growth rather than a setback, your business can thrive while strengthening customer relationships.

Amplifying Reviews on Social Media

Social media is a powerful channel for amplifying customer reviews. Australians are highly active on platforms like Facebook and Instagram, making these ideal venues for sharing testimonials. By reposting reviews or turning them into eye-catching graphics or videos, you can extend their reach and influence.

Pro Tips for Maximising Impact

• Feature user-generated content: Encourage customers to share photos or videos of themselves using your products. Share this content on your platforms to create a sense of community and authenticity.
• Run campaigns around reviews: For instance, create hashtags around testimonials or offer a “review of the month” feature to encourage more engagement.

Prioritising What Matters Most

For business owners faced with tough decisions on where to allocate resources, prioritizing free delivery and positive reviews should be at the top of the list. These elements directly address the key motivators for today’s online shoppers and can set your business apart in a crowded marketplace.

By offering free delivery, you remove a common barrier to purchase, making it easier for consumers to click “Buy Now.” Meanwhile, a steady stream of positive reviews builds trust and encourages new customers to give your brand a try. Together, these strategies form a potent combination that not only drives sales but also fosters long-term customer loyalty.

Final Thoughts

Converting browsers into buyers isn’t just about attracting traffic - it’s about delivering an experience that removes barriers and builds trust. Free delivery and positive word of mouth are two proven strategies that can significantly impact your bottom line. By implementing these tactics and continuously refining your approach, your business will be well-positioned to thrive in the ever-evolving e-commerce landscape.

^ Source: 2025 Australian Market Snapshot, GWI.