Online retail firms looking to attract more customers to their website have been advised to highlight free shipping offers in their internet marketing campaigns.

According to Noah Belson, content quality analyst at Yahoo!, free shipping can help to "unlock the door" between advertisers and customers.

Writing on the Yahoo! Search Marketing Blog, he cited the results of a recent study which revealed that free shipping often determines which online stores consumers choose and whether they buy in-store or on the internet.

He said companies that offer this option should therefore promote it by "screaming it out" in all of their ads.

"This is also true for all of the other special deals you offer, from coupons to discounts to free gift wrapping," Mr Belson stated.

According to the latest IMRG Capgemini e-Retail Sales Index, UK consumers spent over £4.67 billion online in December. This was the equivalent of £76.67 per person.

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