Hypothesis

What the Data Told Us

Our CRO Insights revealed that Shop Pay express checkout was only available on the Product Detail Page, limiting customers to one-product purchases through this shortcut. This positioning risked cutting journeys short and preventing exploration of upsells or additional items. We hypothesised that by introducing express checkout directly within the cart drawer, customers would experience less friction, move more confidently through checkout, and be more inclined to add multiple products along the way.
Jump to results

A/B Test

What We Did

To validate our hypothesis, we ran a 13-day experiment where Variant 1 included express checkout buttons (Shop Pay, PayPal, and GPay) directly inside the cart drawer, while the control retained the standard checkout journey. This test was designed to measure not just conversion rate, but also the broader impact on revenue per visitor, product exploration, and checkout engagement. By focusing on user behaviour beyond a single purchase, our strategists could evaluate whether reducing friction in the cart accelerated transactions and encouraged larger basket sizes.

The Results

The experiment delivered a remarkable +35.44% lift in Conversion Rate and a +56.77% increase in Revenue per Visitor. Average Products per Visitor also rose by 38.89%, proving that express checkout within the cart drawer didn’t just help customers buy faster, and it gave them confidence to add more.

Clicks on checkout buttons and overall engagement improved, showing that customers preferred the clarity and speed of this option. With statistical significance at 95.89%, we recommended permanently implementing express checkout inside the cart drawer to maintain these gains.

  • 35.44%

    Increase in Conversion Rate

  • 56.77%

    Increase in Revenue per Visitor

  • 38.89%

    Increase in Average Products per Visitor
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