A/B Test

Express Checkout on Smart Cart

As part of our data-led optimisation process, we reviewed 90 days of Shopify Analytics to identify opportunities to reduce friction in the purchase journey. For this client, payment behaviour stood out: 30% of transactions were completed via Shopify Payments, with significant usage of Google Pay (25%) and PayPal (16%). Despite this, express checkout options weren’t visible in the cart, only appearing at the final checkout stage. This insight highlighted a clear opportunity to streamline the path to purchase by surfacing trusted, preferred payment methods earlier in the journey.

We hypothesised that introducing express checkout options directly within the cart would build trust by highlighting familiar payment methods and reduce friction by making the checkout process faster and more convenient. By giving customers immediate visibility of their preferred payment options, we aimed to encourage quicker purchase decisions and increase overall conversion rates.

The Results

The test validated that making express checkout options visible at the cart stage had a strong impact across devices. Variant 1 drove a 26.2% increase in overall revenue per visitor and a 6.79% uplift in conversion rate, with mobile users responding particularly well - benefiting from a faster, more seamless checkout experience.

On mobile, revenue per visitor surged by 53.29%, alongside a 16.46% increase in conversion rate.

Desktop performance also improved, reinforcing that early visibility of trusted payment methods helped reduce hesitation and streamline the path to purchase.

Based on these results, Variant 1 was implemented permanently.

  • 26.20%

    Increase in Overall Revenue per Visitor

  • 6.79%

    Increase in Overall Conversion Rate

  • 53.29%

    Increase in Revenue per Visitor for Mobile Devices
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