Removing extra payment buttons from product pages: +5.6% add to cart
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsRemoving the 'more payment options' area and the Buy with Shop button from product pages lifted add to cart by 5.6% for Loop Earplugs.
Visually ran this test with the Loop Earplugs CRO team and published it as a Visually case study.
Effects on purchases and revenue were not reported.
- Add-to-cart rate: +5.6%.
- Add to cart is an early step, and the case study didn't say whether purchases rose too. Shoppers who used the express buttons now go through the cart instead, which can inflate add-to-cart numbers.
The change
The variant removes the extra payment options under add to cart.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page showed an add-to-cart button plus a 'more payment options' area and a Buy with Shop button. Few visitors used either.
Variant
Both extra payment options were removed, leaving a cleaner page with one clear way to buy.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Several buy buttons side by side split attention and can slow the decision.
- Very few visitors used the extra options, so removing them cost little.
- A less cluttered page makes the main button easier to spot.
Caveats: This is a vendor case study, and sample size, duration and significance were not shared. Only add to cart was reported, not completed orders.
Who ran it
Visually ran this test for Loop Earplugs and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we remove little-used express payment buttons from the product page, then more shoppers will add to cart because there is one clear next step.
- Primary metric
- Add-to-cart rate
- Guardrails
- Purchase conversion rate
- Revenue per visitor
- Mobile checkout completion
- Who should test it
- Stores where few shoppers click the express pay buttons on product pages. If express pay drives a large share of orders, for example on mobile, keep it or test it at checkout instead.
Questions
Should I remove express checkout buttons from product pages?
Test it first. Loop Earplugs removed buttons few people used and saw 5.6% more add-to-carts, but stores that rely on express pay may lose sales.
Do Buy with Shop or Apple Pay buttons hurt conversion?
They can add clutter and split attention. Whether that helps or hurts depends on how many of your buyers use them.
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