LaTienda, a brand of Spanish specialty foods used Google Analytics to determine whether shipping costs affected retailers’ likelihoods to abandon their shopping carts due to the shipping costs. After segmenting customers by region, La Tienda determined that stores from Region B were 48% less likely to complete the purchase than those in Region A, in which shipping costs were lower. As a result La Tienda implemented flat rate shipping for Region B and completed transactions increased 70%, while conversions did not change in Region A.
The full case is available from Think Google. I use these cases in my courses to illustrate the importance of making informed decisions.