Hypothesis

What the Data Told Us

During our CRO analysis, we identified that payment methods weren’t highlighted on the PDP. We saw this as an opportunity to improve checkout confidence. Customers often look for reassurance that their preferred payment method is available before committing to checkout.

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Stone Creek Coffee Displaying Payment Methods Before
Stone Creek Coffee Displaying Payment Methodsbefore

A/B/C Test

What We Did

We hypothesised that displaying payment methods closer to the Add to Cart button would reinforce trust and reduce hesitation at the decision point. We tested different placements to determine where these trust signals have the greatest impact.

Stone Creek Coffee Displaying Payment Methods Variant 1
Stone Creek Coffee Displaying Payment Methods Variant 1

Variants

A/B/C Test Setup

Two variants were tested against the original PDP: Variant 1: Payment methods displayed below the USPs under the Add to Cart. Variant 2: Payment methods displayed above the USPs, directly under the Add to Cart.

Stone Creek Coffee Displaying Payment Methods Variant 2
Stone Creek Coffee Displaying Payment Methods Variant 2

The Results

Variant 2 outperformed both the original design and Variant 1 across all key metrics with Conversion Rate increasing by +6%, Revenue per Visitor by +9.08%, Subscription Orders per Visitor by +5%, and Average Order Value by +3%. Additionally, according to Intelligems, implementing Variant 2 is estimated to generate an additional 67 orders per month.

Variant 1, by contrast, saw declines in Conversion Rate (-5%) and Revenue per Visitor (-4%), suggesting that payment information positioned too low on the page loses visibility and trust impact.

Variant 2 demonstrated strong performance in both conversion rate and subscription rate. Based on this data, we set Variant 2 live permanently.

  • 6%

    Increase in Conversion Rate

  • 9.08%

    Increase in Revenue per Visitor

  • 5%

    Increase in Subscription Orders per Visitor
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