11.5 percent higher checkout conversion when Adlibris and Kustom measured the effect of integrated delivery options in the checkout
When Adlibris modernized its e-commerce platform, the online book retailer rebuilt its checkout together with Kustom. By integrating the delivery platform Ingrid directly into the checkout, checkout conversion increased from 55.4 to 61.8 percent in a controlled A/B test against the previous solution.
Adlibris is the largest online bookstore in the Nordics. During the spring, the company carried out a major modernization project in which its in-house platform was replaced with Brink Commerce. The checkout, which previously handled payment and delivery in separate parts, was rebuilt together with Kustom and Ingrid.
A central part of the project was integrating Ingrid’s delivery options directly into the shipping selector in Kustom Checkout. The aim was to create a more cohesive purchase experience, where identification, delivery selection and payment are part of the same flow.
For customers, this means that delivery options can now be selected directly in the checkout, without leaving the purchase flow. For Adlibris, it means greater control over which delivery options are displayed and better conditions for optimizing how shipping choices and costs affect the purchase journey. Kustom also developed support for split shipments, enabling an order to include both physical and digital products, such as a printed book together with an e-book or a gift card, in the same purchase.
Adlibris also wanted to understand what the new checkout experience actually meant for the business. To measure the effect, an A/B test was carried out between June 3 and 9, with traffic split between the previous site and the new solution built on Kustom, Brink Commerce and Ingrid.
The share of customers who completed their purchase in the checkout increased from 55.4 to 61.8 percent, a relative increase of 11.5 percent. For Adlibris, this means more completed purchases from the same traffic, without increased investment in customer acquisition.
“This shows why we believe so strongly in being merchant first and in partnerships. When specialized companies build together, they create value for merchants that no single player can create on its own. The collaboration also demonstrates the strength of an open and composable model, where Adlibris can develop and replace individual parts over time without lock-in. When the effect is also measured in a controlled A/B test, the value becomes very concrete,” says Rasmus Fahlander, Chief Product Officer at Kustom.
The collaboration between Adlibris and Kustom dates back to 2013 and has from the outset been characterized by testing, data-driven development and continuous improvement of the checkout.
“There is nothing more rewarding than when a technical improvement truly makes a difference for customers. The new checkout makes the purchase experience at Adlibris more intuitive and seamless, and the fact that customers appreciate the improvement is clearly reflected in the numbers. The new checkout is part of several major technical improvements that Adlibris has just launched in its e-commerce platform, and we are truly proud to make it even easier and more inspiring for our customers to shop for books,” says Stina Rafner, Head of Online Sales & Growth at Adlibris.
Adlibris and Kustom are now developing the next step in the checkout experience, including product recommendations in the mini cart and checkout. The aim is to continue improving the customer journey and increase sales.
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Julia Grönstedt
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About Kustom
Kustom is one of Europe’s leading checkout solutions, helping merchants across Europe grow through a high-conversion, low-complexity, and highly customizable setup. By making the checkout process seamless and transparent, and adaptable to local markets and shopper preferences, Kustom supports stronger, long-term customer relationships. Today, Kustom serves more than 24,000 merchants across 170 markets and has converted more than 25 million shoppers.
About Adlibris
Adlibris is the largest online bookstore in the Nordics, offering more than 15 million titles and the latest selection of books, games, crafts, yarn and everything else associated with a modern bookstore. Adlibris Pocket offers a tailored and carefully curated assortment for travel locations, while Campusbokhandeln enables students to buy and sell both new and used course literature. Adlibris is part of Bonnier Group.
