Hypothesis

What the Data Told Us

During our CRO Audit for Vegepod, we found that Shop Pay was the brand’s most popular payment method according to Shopify Analytics, but it was only visible at checkout. This created a visibility gap rather than a capability gap, where a preferred payment method existed but wasn't surfaced at the moment users were forming purchase intent. While this wouldn’t cause friction, it may cause uncertainty as to how users can pay for products. From a behavioural standpoint, surfacing accelerated payment options earlier can reduce perceived purchase effort and introduce reassurance signals that progress will be quick and familiar. We hypothesised that by adding an express checkout CTA directly under the main Add to Cart button would shorten the purchase journey, increase brand trust, and reassure customers that quick payment options were available.

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A/B Test

What We Did

We ran an A/B test where the Original had the standard Add to Cart CTA while the Variant had the standard CTA with the Express Checkout CTA directly below. This approach allowed users to self-select their preferred purchase path without removing the primary Add to Cart journey, preserving choice while introducing a faster alternative.

The Results

The addition of the express checkout CTA produced strong results across all key metrics. The uplift suggested that introducing express checkout at the point of evaluation accelerated commitment momentum, allowing ready-to-buy users to bypass intermediate steps without disrupting consideration-led users. Results included +35.8% increase in Conversion Rate, +40.13% in Revenue per Visitor, +3.19% in Average Order Value, +12.20% in Average Units per Order, and even a -24.23% decrease in Abandoned Checkout Rate. These outcomes highlighted that faster access to checkout not only boosted conversions but also encouraged larger orders and increased brand trust. Beyond speed alone, the visible presence of Shop Pay acted as a trust amplifier, signalling secure, recognisable payment infrastructure and strengthening purchase confidence directly on the PDP. With a 99.36% statistical significance, we set this variation live.

  • 35.8%

    Increase in Conversion Rate

  • 40.13%

    Increase in Revenue per Visitor

  • 24.23%

    Decrease in Abandoned Checkout Rate
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