# Greener delivery preselected at checkout: +11% net profit

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Shipping & delivery messaging, Free shipping thresholds & shipping price
- Test run by: [Conversionista](https://liftarchive.com/practitioners/conversionista/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionista.com/cases/experimentation-creating-extraordinary-impact-for-profitability-and-sustainabilit/
- Page: https://liftarchive.com/test/conversionista-kronans-apotek-delivery-options/

Kronans 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%.

## Result

**+11% net profit**

- 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.

## 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)

- 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.

## How to run this test

- 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)
- Guardrail: Checkout conversion rate
- Guardrail: Revenue per visitor
- Guardrail: 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.

---

Credit: Conversionista ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/conversionista-kronans-apotek-delivery-options/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.