# Country-localized checkout at Readers.com: +30% conversion rate

- Outcome: Won
- Page type: Checkout (Ecommerce)
- Elements: Shipping & delivery messaging, Checkout steps, fields & flow
- Test run by: [One Click](https://liftarchive.com/practitioners/one-click/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/one-click/
- Page: https://liftarchive.com/test/readers-geo-localized-checkout/

Showing each visitor a checkout matched to their country, with local shipping rates, delivery estimates and currency, lifted conversion rate by 30%. One Click, the company behind Readers.com, ran this test and it was published as a VWO case study. It was run as a segment-targeted personalization, and no sample size or significance was shared.

## Result

**+30% conversion rate**

- Conversion rate: +30% for the localized checkout, as reported by One Click.
- The case study also mentions higher engagement, but gives no number for it.
- Sample size, test length and confidence level were not shared.

## Control

Every visitor saw the same standard checkout page, whatever country they were shopping from.

## Variant

The checkout changed based on the visitor's country. A shopper in Canada, for example, saw Canadian shipping rates, an estimated delivery time and prices in Canadian dollars.

## Why it likely won (our reading)

- International shoppers often stop at checkout when they can't tell what shipping will cost or how long it will take. Local rates answer that up front.
- Prices in the shopper's own currency remove the mental math and the worry about exchange fees.
- A checkout that looks built for your country feels more trustworthy than one that assumes you live somewhere else.

## Caveats

This ran as a personalization aimed at visitor segments by country, and no sample size, duration or significance was shared. The 30% figure is reported by the company and the testing vendor.

## How to run this test

- Hypothesis: If we show international visitors checkout shipping rates, delivery estimates and currency for their own country, then more of them will complete checkout because cost and timing stop being a surprise.
- Primary metric: Checkout conversion rate for non-domestic visitors
- Guardrail: Average order value
- Guardrail: Refund or failed-delivery rate for international orders
- Guardrail: Payment errors at checkout
- Who should test it: Stores with a real share of international traffic that already ship to those countries. If almost all your buyers are domestic, or you can't offer local shipping and currency, there is little to localize.

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Credit: One Click ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/readers-geo-localized-checkout/).
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.