Klarna shoppable video: bounce rate 56% to 28%

The shoppable video page was losing people in 42 seconds.

I redesigned the landing page for Klarna's shoppable video feature. The original had a 56% bounce rate. Users left before the first scroll, which meant the video never had a chance to do its job.

The problem wasn't the video. It was everything around it. The layout was asking for attention before establishing any trust. Product context was buried. The call to action appeared before the user had a reason to care.

I reduced the page to three decisions: what you see first, what you understand second, what you do third. The video became the anchor. Products surfaced inline, not after the fact. The action came after a moment of intent.

Bounce rate dropped from 56% to 28%. Time on page went from 42 seconds to 2 minutes 10 seconds. Product clicks moved from 12% to 37%. Klarna verified a 3.6x ROI.

The page did not get more content. It got a clearer sequence.