# Extra confirmation step for some regions lifted Nitro's conversion

- Outcome: Won
- Page type: Checkout (SaaS)
- Elements: Checkout steps, Trust
- Date shared: 2014
- Test run by: [Nitro](https://liftarchive.com/practitioners/nitro/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingsherpa.com/article/case-study/testing-optimization-for-b2b-conversion
- Page: https://liftarchive.com/test/nitro-in-app-checkout-regional-confirmation-step/

Nitro added an extra confirmation step and more security content to its in-app checkout for buyers in India, Europe and the Middle East, and conversion went up for those regions. The exact lift was not shared. Nitro ran the tests with its ecommerce vendor, and they were published as a MarketingSherpa case study.

## Result

**Conversion increased for those regions (no figure)**

- Conversion: up for India, Europe and the Middle East despite the extra step. The size of the lift was not shared.
- North American buyers did better with fewer steps, so the change was kept to the other regions.
- With no figure, treat this as a direction to test, not a benchmark.

## Control

Every region saw the same minimal in-app checkout with as few steps as possible.

## Variant

Buyers in India, Europe and the Middle East got an added confirmation step and more security and credibility content before buying.

## Why it likely won (our reading)

- Nitro described these buyers as more cautious online, so reassurance may have mattered more than speed.
- The purchase was international for them, since Nitro is based in San Francisco, which can raise trust questions.
- A confirmation step gives a careful buyer a moment to check the order before paying.

## Caveats

No conversion figures, sample sizes or test durations were shared. The data is from 2014.

## How to run this test

- Hypothesis: If we add a confirmation step and security content for buyers in more cautious regions, then their conversion will rise because they need more reassurance before paying a foreign seller.
- Primary metric: Checkout conversion rate by region
- Guardrail: Checkout completion time
- Guardrail: Conversion in regions that keep the short flow
- Guardrail: Payment failure rate
- Who should test it: SaaS and software sellers with a large share of international self-serve buyers and the ability to target by region. It probably won't help if most buyers are domestic, where fewer steps tend to win.

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Credit: Nitro ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/nitro-in-app-checkout-regional-confirmation-step/).
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.