Hid payment icons below add to cart: +9.77% conversion rate
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsHiding the payment method icons below the add-to-cart button lifted conversion rate by 9.77% in Dave Diederen's product page test. Revenue per visitor rose 14.12% and average order value rose 3.97%. Dave Diederen flags Germany as a market where this may backfire.
- Conversion rate: +9.77% (1.59% to 1.74%). More visitors bought, though the range (-7% to +30%) includes a loss.
- Revenue per visitor: +14.12% ($1.51 to $1.72). This was the primary metric. Range: -9% to +45%.
- Average order value: +3.97% ($94.86 to $98.62). Orders were slightly larger.
- Profit per visitor: not shown, because cost of goods was not entered in the testing tool.
The change
The payment icons under the add-to-cart button are removed.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Card and wallet logos, such as Visa, Mastercard and PayPal, sat right under the add-to-cart button.
Variant
The payment icons were removed from under the add-to-cart button. Nothing else in the buy box changed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- a row of logos right under the button competes for attention with the button itself.
- at that point shoppers care more about shipping and returns than which cards are accepted, which they can see at checkout.
- in markets where payment method drives trust, such as Germany, the icons may do real work, so results could flip there.
Caveats: Sample size and test length were not shared, and the ranges are wide. This is one store; Dave Diederen suggests geo-targeting the icons back in for German shoppers.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we hide payment icons below the add-to-cart button, then more shoppers will click it because there is less competing for attention in the buy box.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Checkout completion rate
- Conversion rate by country
- Who should test it
- Stores showing a row of payment logos under the add-to-cart button. Be careful in Germany and other markets where shoppers look for PayPal, Klarna or buy-now-pay-later before buying.
Questions
Should I show payment icons on my product page?
Not by default, based on this test. Hiding them below the add-to-cart button lifted conversion by 9.77% and revenue per visitor by 14.12%.
Do payment icons build trust?
They can in some markets. Dave Diederen names Germany, where PayPal and Klarna logos carry weight, as an exception worth geo-targeting.
Did hiding payment icons lower order value?
No. Average order value rose 3.97%, from $94.86 to $98.62.
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