Case Studies
Adding bKash checkout: a +23% conversion case study
Pre/post conversion data after we added bKash to the standard cart. Friction matters more than rewards.
By Growth · 17 September 2019 · 6 min read
We A/B tested bKash addition to checkout in mid-2019. Treatment group converted 23.4% better than COD-only control. The lift was strongest in 18–24 age cohort (+41%) and weakest in 45+ (+6%).
The lesson: payment friction dominates payment incentive. A 2% bKash cashback was statistically indistinguishable from no cashback when the payment rail was present.
Full methodology, segment breakdowns, and the post-launch cohort retention data in the original report.