Shop Pay button in the cart drawer: +47.75% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a dedicated Shop Pay button under the Checkout button in Fame's cart drawer lifted conversion rate by 47.75% and revenue per visitor by 69.30%.
Blend Commerce ran this A/B/C test for the apparel brand on all devices using Intelligems.
A version with payment icons instead also raised conversion but cut checkout starts.
- Conversion rate: +47.75% for the Shop Pay variant against control.
- Revenue per visitor: +69.30%, the biggest gain in the test.
- Checkout begin rate: +19.33%, so more shoppers moved from cart to checkout.
- Average order value: +14.59%. Desktop gains were larger than mobile.
- The payment-icons variant improved conversion and order value but lowered checkout starts by 7%, a negative on that metric.
The change
A full-size Shop Pay button is added below the Checkout button.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The cart drawer showed only the standard Checkout button.
Variant
A Shop Pay button, the same size and style as Checkout, sat directly below it. A second variant showed payment method icons under Checkout instead, with no Shop Pay button.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A one-tap express route lets returning Shop Pay users skip typing their details.
- Matching the size of the Checkout button made the option clear rather than a small afterthought.
- Icons only reassure; a button gives a direct action, which may explain why icons cut checkout starts.
Caveats: The source does not share sample size, test duration or a significance level. Gains this large are worth confirming with a retest on your own store.
Who ran it
Blend Commerce ran this test for Fame and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we add a full-size Shop Pay button under Checkout in the cart drawer, then more shoppers will complete orders, because returning Shop Pay users can pay in one step.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Checkout begin rate
- Average order value
- Who should test it
- Shopify stores with a cart drawer and a fair share of returning or mobile shoppers likely to have Shop Pay. It may do less on stores outside Shopify, or where most buyers pay by invoice or another method.
Questions
Should I add Shop Pay to my cart drawer?
If you run on Shopify, it is worth testing.
Fame saw conversion rise 47.75% when a full-size Shop Pay button sat under Checkout.
Are payment icons enough in the cart?
In this test, icons alone raised conversion but cut checkout starts by 7%.
A clickable express button did better on every metric.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon
Convertibles
@DaveDiederen