Kronans Apotek has over 320 pharmacies throughout Sweden, from Skåne in the south to Lapland in the north, and quick e-commerce deliveries all across the country. They offer prescription, health and beauty products tailored to anyone's needs.

Conversionista! is the no. 1 consultancy for growth and experimentation with a portfolio of 1000+ client projects since being established in 2010. They use scientific methods to reveal their clients' growth potential and improve the user experience whilst helping companies reach sustainable business growth.

Together with Conversionista!, Kronans Apotek identified three business challenges in relation to the delivery pricing strategy and sustainability:

• Low order value purchases were found to affect the profit margins;
• Product revenue margins weren't enough to cover the costs of deliveries;
• Kronans Apotek consumers faced little incentive to choose greener delivery options. 

Conversionista! created a hypothesis and started experimenting with the built-in A/B testing functionality of Ingrid Delivery Checkout. 

They replaced the pre-selected free delivery option with a greener delivery method, presented at the top of the delivery checkout. Then, they explored five delivery cost combinations to identify which price would give the best conversion outcome.