Insight

What's the Best Way to Optimise the Add-to-Cart Area?

During our CRO audit, we identified payment visibility near the add to cart CTA as a potential optimisation area. For high-ticket items such as BBQ grills, customers often need reassurance before committing. We wanted to understand whether accelerating checkout with express options or reinforcing trust with payment logos would improve commercial performance.

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A/B/C Test

Express Checkout vs Payment Logos

We conducted an A/B/C test comparing the existing PDP layout against two variants: Variant 1: Express checkout surfaced near the primary CTA Variant 2: Payment method logos displayed near the primary CTA

A/B/C Test

Accelerate Checkout or Reinforce Trust?

The objective was to understand whether accelerating checkout (i.e. using express options) or reinforcing trust (with payment logos) would positively impact conversion rate, revenue per visitor, and average order value.

The Results

The test revealed a clear distinction between acceleration and reassurance.

Variant 1 (express checkout) significantly underperformed. Revenue per visitor decreased by 25.55%, conversion rate fell by 31.21%, and add to cart rate declined by 11.59%. Although average order value increased slightly (8.21%), the overall impact was negative. For high-ticket products, surfacing express checkout too early appears to have introduced psychological friction. Customers likely wanted to review cart contents, shipping options, or in-store pickup details before committing, making express checkout feel premature.

Variant 2 (payment logos) told a very different story. While Conversion Rate remained relatively flat (-1.44%), Revenue per Visitor increased by +29.77%, driven by a substantial +31.67% increase in Average Order Value. This indicates that payment logos acted as a reassurance signal - more effective than a shortcut. Instead of pushing users to buy faster, they gave customers confidence to spend more once they had already decided to purchase.

This test shows that payment visibility influences revenue per visitor  more than the absolute number of conversions, and that the type of cue matters significantly for BBQ Land’s audience.

  • 29.77%

    Increase in revenue per visitor

  • 1.44%

    Increase in conversion rate

  • 31.67%

    Increase in average order value
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