# In-app ordering plus 2 years of checkout tests: +88% daily conversion

- Outcome: Won
- Page type: Checkout (SaaS)
- Elements: Checkout steps, In app purchase
- 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-ordering-and-checkout-tests/

Nitro moved purchasing for Nitro Pro inside the desktop app and then kept testing banner messages and order steps, and reported an 88% rise in daily conversion. This is the combined result of many changes over about two years, not one test. Nitro ran the work with its ecommerce vendor, and it was published as a MarketingSherpa case study.

## Result

**+88% daily conversion**

- Daily conversion: +88%. This is the cumulative result of many changes, so no single change gets the credit.
- Revenue share: in-app ordering became about 30% of Nitro's overall revenue.
- Average app sessions per day for Nitro Pro rose 380%, per the case study.

## Control

Trial users had to leave the Nitro Pro app and go to the Nitro website to buy.

## Variant

Users could buy from a button on the app's ribbon bar and finish the whole purchase and activation inside the app. Nitro then tested banner messaging and order steps one variable at a time.

## Why it likely won (our reading)

- Sending trial users to a website to pay added a jarring break at the moment of decision.
- Buying inside the app kept the purchase close to the product people were already using.
- A simple activation button after purchase removed a step where desktop software often trips people up.
- Steady one-variable tests on messaging and steps likely added up over time.

## Caveats

This bundles the in-app ordering launch with about two years of follow-up tests, so the 88% can't be credited to any one element. Sample sizes were not shared, and the data is from 2014.

## How to run this test

- Hypothesis: If we let trial users buy inside the product instead of on our website, then trial-to-paid conversion will rise because buyers don't have to leave the tool they are enjoying.
- Primary metric: Trial-to-paid conversion
- Guardrail: Support contacts about activation
- Guardrail: Refund rate
- Guardrail: Average order value
- Who should test it: Desktop or in-product SaaS with a free trial and self-serve buyers. It probably won't help if most deals close through sales or your web checkout is already one click from the product.

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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-ordering-and-checkout-tests/).
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.