# Removing express checkout from product pages: +66.18% revenue/visitor

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Payment icons, express checkout & BNPL, Add-to-cart & CTA buttons
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/66-18-increase-in-revenue-per-visitor
- Page: https://liftarchive.com/test/jacksons-remove-pdp-express-checkout/

Taking 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%.

## Result

**+66.18% revenue/visitor**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Conversion rate
- Guardrail: Checkout completion rate
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/jacksons-remove-pdp-express-checkout/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.