Klarna copy grouped with price and Add to Cart: +159% desktop clicks
Commentary byLiftArchiveOur analysis, not theirsGrouping the price, Klarna installment copy and Add to Cart button closely together lifted Add to Cart clicks by 129% on mobile and 159% on desktop.
Shiseido ran the test on the Shiseido and NARS UK sites, and it was published as a VWO case study.
- Mobile: Add to Cart clicks +129%, clicks on payment options +24%.
- Desktop: Add to Cart clicks +159%, clicks on payment options +72%.
- Click metrics only; the effect on orders and revenue was not shared.
The change
Klarna copy moves up so price, installments and Add to Cart sit together.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page showed Klarna installment copy placed away from the price and the Add to Cart button.
Variant
The price, Klarna copy and Add to Cart button were grouped closely together.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Seeing the installment option next to the price can make the cost feel easier to manage at the moment of decision.
- Grouping the key buying details into one block makes the next step clearer.
- Lifts this large may also reflect how hard the button was to notice before.
Caveats: Results cover clicks only, in the UK markets, with no sample size, duration or confidence shared. Lifts this large should be treated with care until checked against orders.
Who ran it
Shiseido ran this test for Shiseido / NARS 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 Shiseido →
How to run this test on your store
- Hypothesis
- If we place installment payment copy right next to the price and Add to Cart button, then more visitors will add to cart because the lower per-payment cost is visible when they decide.
- Primary metric
- Orders per product-page visitor
- Guardrails
- Add to Cart click rate
- Installment payment usage
- Average order value
- Who should test it
- Stores that offer buy-now-pay-later on mid to high-priced items. It will matter less for low-priced products, where installments aren't a reason to buy.
Questions
Where should buy-now-pay-later messaging go on a product page?
Shiseido saw the biggest gain with it placed right between the price and the Add to Cart button.
Being close to the price lets shoppers see the split cost straight away.
Does Klarna messaging increase conversions?
In this test it lifted Add to Cart clicks sharply once it sat near the price.
Orders were not reported, so measure purchases too.
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