Ya know, this may sound a bit belittling but honestly…do your shoppers actually read? I ask this question because after having had ecommerce Yahoo stores for a few years now, its apparent to me that shoppers just don't read. For example, one of my sites that sells neon open signs, has a free shipping offer. All orders over $150 dollars get free shipping if they simply enter the coupon code "ship4free" at checkout. Its that simple…or so I thought. Whats so ironic is that I have it plastered all over the shopping cart pages. How can people actually miss this? See below…

Now don't get me wrong, this is actually kinda done on purpose. My site specifically states that the free shipping offer must be done online and by the person doing the ordering and that we cannot go back and substract the shipping later (which I do if they call me). The cool part is that since most people don't read, we actually get 2 out of 5 orders where people just did not enter then coupon code. Because of this, we make over a thousand dollars per month on this 1 site alone in just shipping charges. Since the price of shipping is already included in the sale price of the neon sign itself, its just extra money in our pocket for people that, well, just don't read or maybe they just don't care.

So the question remains…do shoppers actually read whats on your site? Based on our neon sign website, the answer is yea, about 70% of them do. The other 30% are either to lazy, spending someone elses money and don't care or still very shaky when it comes to online shopping. Either way or whatever reason it is, you can take advantage of these types of situations and not feel bad about it all.