The D2C store, Lords & Labradors, repeatedly found that a segment of their browsing users was hesitant to purchase, particularly on higher priced items for their pets. To address this, they found Klarna as a great payment solution for their clients’ needs. Klarna famously lets shoppers buy now and pay later, helping the consumer spread the cost of higher-value purchases without charging interest or fees.
Lords & Labradors then needed to make this payment option visible to segments who required a little more encouragement on their purchase journey, and figure out which message worked best.
The first obvious step was to place a simple message on the cart page itself. But after trying this, it became clear that in order to make a real impact, it was essential to reach the consumer before the final stage of the purchase journey.
Users were landing on the site for the first time or having a look through the dog beds and other categories but did not have the full information of the payment methods available to make their purchase easier. If the Klarna option was made clear to them before the cart, they believed that consumers would spend more and actually make the purchase.