Greener delivery preselected at checkout: +11% net profit
Test run byConversionistaCRO agency
Commentary byLiftArchiveOur analysis, not theirsKronans Apotek grew net profit 11% by preselecting a greener delivery option at checkout in place of free delivery, and by testing new delivery prices.
Conversionista ran the A/B tests for the Swedish pharmacy chain. Revenue rose 2% and green deliveries 25%.
- Net profit: +11%. This was the main goal, and the best-performing variant was the main driver of the gain.
- Revenue: +2%, so the change did not cost sales.
- Green deliveries: +25%. More orders went to options such as Instabox and in-store pickup.
- Costly low-value orders fell, which the source names as the cause of the margin problem.
The change
Greener delivery preselected first, with new delivery prices in place of a free default
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The delivery step of checkout had a free delivery option preselected.
Variant
A greener delivery method was preselected at the top of the delivery options. Customers were randomly shown one of five delivery price combinations, including free delivery on orders over 199 SEK.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Defaults are powerful. Most shoppers keep the preselected option, so changing it moves a large share of orders.
- Charging for delivery on small orders, with free delivery above a threshold, pushes buyers to add items or makes tiny orders less common.
- Greener options were also cheaper to fulfil, so steering buyers to them helped both margin and emissions.
Caveats: Five price combinations were tested and the result is for the best one; its exact prices are not given. Sample size, duration and confidence are not shared.
Who ran it
Conversionista ran this test for Kronans Apotek and published the results (Conversionista case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Conversionista →
How to run this test on your store
- Hypothesis
- If we preselect a cheaper, greener delivery option and charge for delivery below a free-delivery threshold, then net profit will rise because fewer orders will lose money on shipping.
- Primary metric
- Net profit per visitor (after delivery costs)
- Guardrails
- Checkout conversion rate
- Revenue per visitor
- Complaints about delivery choice
- Who should test it
- Stores where delivery costs eat the margin on small orders and where cheaper pickup or locker options exist. Test several price levels. If delivery is already a small share of order cost, the gain will be small.
Questions
Does the preselected delivery option matter?
Yes. Many shoppers keep whatever is selected, so the default steers a large share of orders.
Pick a default that works for you and is still fair to the customer.
Will charging for delivery hurt conversion?
It can. Here revenue still rose 2% while net profit rose 11%.
Test a few price levels and watch conversion as well as profit.
How do I set a free delivery threshold?
Start from your average order value and the order size where delivery stops losing money.
Then test a few thresholds around that point.
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