Hypothesis

What the Data Told Us

During our CRO insights, we identified express checkout buttons on PDPs as a potential source of friction. While these options are designed for speed, they can disrupt the natural flow of product exploration and upselling, pulling users out of the journey before they’ve finalised their purchase decisions. We hypothesised that by removing express checkout options from the PDP, customers would be encouraged to proceed through the cart, exposing them to upsell opportunities and building greater purchase intent.
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A/B Test

CRO Insights

Over a two-week period, we tested the impact of removing express checkout from the Product Detail Page. By streamlining the path through the cart, our strategists aimed to reduce hesitation, create space for upsells, and strengthen purchase intent. The results were clear: shoppers were more likely to add to cart, complete checkout, and spend more per order when the journey felt intuitive and uninterrupted. Even subscription revenue benefited, showing that a seemingly small change at the PDP level can influence long-term customer value.

The Results

Variant 1 delivered positive results across key performance indicators. Conversion Rate increased by 13%, Revenue per Visitor rose by 20%, and Average Order Value grew by 6.29%. Add to Cart Rate also improved by 10%. While Subscription Orders per Visitor decreased slightly (-7.21%), Subscription Revenue still climbed by 3.35%, suggesting higher-value commitments from subscribers. 

With the test reaching 86% statistical significance, we implemented Variant 1 permanently.

  • 13%

    Increase in Conversion Rate

  • 20%

    Increase in Revenue per Visitor

  • 6.29%

    Increase in Average Order Value
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