Removing express checkout from product pages: +66.18% revenue/visitor
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsTaking the Apple Pay and Google Pay buttons off Jackson's product pages lifted revenue per visitor by 66.18%.
Blend Commerce ran this three-week A/B test for the snack brand, reaching 93.82% significance. Conversion rate rose 36.85%.
- Revenue per visitor: +66.18%. This was the main metric.
- Conversion rate: +36.85%.
- Add-to-cart clicks: +3.57%. More shoppers went through the cart.
- Significance was 93.82%, just short of the common 95% bar.
The change
Express pay buttons below Add to Cart are removed.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product pages showed Apple Pay and Google Pay express checkout buttons below the Add to Cart button.
Variant
The express checkout buttons were removed, so Add to Cart was the only button.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Few shoppers used the express buttons. Before the test, Apple Pay accounted for 10% of usage and Google Pay 0.9%.
- One clear button may have made the next step simpler than a choice between three.
- Sending shoppers to the cart rather than straight to payment gives them a chance to see upsells and add more items, which fits the bigger rise in revenue than in conversion.
Caveats: The test ran for three weeks and reached 93.82% significance. Sample size was not shared. This goes against common advice, so results may differ for stores where express pay is used heavily.
Who ran it
Blend Commerce ran this test for Jackson's 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 remove express checkout buttons from product pages, then revenue per visitor will rise because shoppers face one clear action and pass through the cart, where they can add more.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Checkout completion rate
- Mobile conversion rate
- Who should test it
- Stores where analytics show few shoppers use express pay buttons, and where the cart has upsells. If many of your buyers use Apple Pay or Shop Pay, removing them could hurt.
Questions
Do express checkout buttons always help conversions?
No. They help when shoppers use them, but in this test they were rarely used and removing them raised revenue. Check your own usage data first.
Should I remove express pay from checkout too?
This test only removed the buttons from product pages.
Express pay at checkout is a separate decision and should be tested on its own.
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