Insight

Payment Choice Was Hidden on PDPs

Payment choice can affect confidence before checkout, particularly when shoppers are evaluating higher-consideration products on a small screen. On the original product detail page, payment methods were not surfaced beside the Add to Cart area, so customers had little reassurance about whether familiar services would be available later. We identified two possible responses: shorten the journey with Express Checkout or show accepted payment methods without changing the standard cart flow. Blend’s CRO analysis treats those as different behavioural cues. One asks shoppers to commit sooner, while the other reduces uncertainty. The test was designed to learn which cue supported conversion, add-to-cart behaviour and revenue quality across mobile and desktop visitors.

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A/B/C Test

Express Checkout vs Visible Payment Options

We ran an A/B/C test across all product templates and devices. The control retained the existing Add to Cart experience. Variant 1 enabled Shopify’s dynamic Express Checkout button beneath the primary CTA. We hypothesised that giving ready-to-buy visitors a faster route would reduce purchase effort and improve conversion rate, while monitoring add-to-cart rate, revenue per visitor, average order value and checkout begins.

A/B/C Test

Variant 2: Payment Icons

Variant 2 kept the standard Add to Cart journey and added approved payment icons for Shop Pay, Amazon Pay, Klarna, PayPal and credit cards beneath the CTA. This tested whether visible payment choice could reassure shoppers without asking them to bypass the cart. The block was built for use across product templates and could be shown selectively by device after the test.

The Results

The combined result was negative, and the device split showed why a sitewide rollout would be inappropriate. Variant A underperformed the control on mobile and desktop, including a 14% mobile conversion-rate decrease and a 21% mobile revenue-per-visitor decrease. Variant B also reduced every major desktop metric. Mobile visitors responded differently: conversion rate increased by 1%, revenue per visitor by 2% and average order value by 1%. Add-to-cart rate fell by 1% and checkout-begin rate by 4%, so the payment icons did not improve every stage of the journey. The pattern suggests they offered useful reassurance to a smaller group of mobile shoppers who completed higher-value purchases, while adding little value on larger screens. We recommend ending Variant A, retaining the control on desktop and rolling out Variant B on mobile only. Because statistical significance was not supplied, the mobile result should remain directional and be monitored after implementation. A follow-up test could refine icon placement, spacing and the number of methods shown.

  • 2%

    increase in mobile revenue per visitor

  • 1%

    increase in mobile conversion rate

  • 1%

    increase in mobile average order value
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