"Free Shipping" is one of the most effective online shopping incentives and many shoppers wait for sites to offer free shipping during the Christmas shopping season. In a recent purchase with Entertainment Earth on the day after Christmas (Boxing Day in Canada), they offered "Free Shipping" on orders over $100. When I was on the "Review Order" page and I looked at the shipping total, I still saw "Super Saver - Fedex Smartpost via USPS = $15.95". I was momentarily confused -- had I read the free shipping offer wrong? Did I not add enough items to the cart to qualify? It took me more than a little while to see the line that had been added to the end of the cart showing a "Promotional Shipping Rebate Coupon of $15.95", which effectively brought shipping down to $0. The Product Subtotal was adjusted down by $15.95 and when added to the Shipping of $15.95, the Grand Total was correct, but I had to do the math to confirm it.
Frustrated Shopper Suggestion - "Free Shipping" is an effective conversion incentive and marketers can tweak the offering threshold to optimize sales. e.g. free shipping on orders above $29 or free shipping on orders above $49 or etc. But if you're going to offer "Free Shipping" show the Shipping as $0 so the customer sees that $0, or at least show a Shipping Subtotal minus a Shipping Discount and a Shipping Total of $0.
That's all for now. Gotta go shopping!