Klarna eligibility at delivery choice: +1.36% checkout completion
Commentary byLiftArchiveOur analysis, not theirsTelling shoppers at the delivery step whether Klarna works with their chosen delivery method raised schuh's checkout completion rate by 1.36%. schuh's in-house CRO team ran this test, and it was published as a VWO case study.
It was a three-way test, and only the winning variant's result was shared.
- Checkout completion: +1.36% for variant B over the original. The source doesn't say if this is relative or in percentage points.
- Variant C, with slightly different wording, was also tested, but its result was not shared.
- A small lift, but at the last step of checkout even small gains add up.
The change
A Klarna eligibility note added at the delivery selection step
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
At delivery selection, checkout gave no hint about which payment options worked with each delivery method.
Variant
A short message at the delivery step said whether Klarna was available for that method. A second variant used slightly different wording.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Customer feedback showed frustration when Klarna turned out not to work with some delivery methods. Saying so up front removes the surprise.
- Shoppers who plan to pay with Klarna can pick a delivery method that allows it, instead of hitting a dead end at payment.
- Clear rules early in checkout lower the chance of shoppers backing out.
Caveats: Variant C's result, sample size, test length and confidence level were not shared. The result is vendor-published.
Who ran it
Schuh ran this test for schuh and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Schuh →
How to run this test on your store
- Hypothesis
- If we tell shoppers at delivery selection which payment methods work with each option, then more will complete checkout, because they won't hit an unexpected payment block later.
- Primary metric
- Checkout completion rate
- Guardrails
- Share of orders paid with buy now, pay later
- Delivery method mix
- Checkout errors or payment failures
- Who should test it
- Stores where some payment methods only work with certain delivery options, such as buy now, pay later or click-and-collect limits. If every payment method works with every delivery method, there's nothing to fix.
Questions
Should I tell shoppers early which payment methods they can use?
Yes, if some methods are restricted. Finding out late that a payment option doesn't work is a common reason to abandon checkout.
Does showing Klarna increase checkout completion?
In this test, saying whether Klarna was available for each delivery method lifted checkout completion by 1.36%.
Why can't Klarna be used with some delivery methods?
Retailers sometimes limit pay-later options for certain fulfillment methods.
Whatever the reason, say so clearly before the payment step.
Similar tests
@CROguy_
@DaveDiederen@DaveDiederen
Convertibles
Surefoot