Swapped Shop Pay button for payment icons: $44,562/month forecast
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsRemoving the secondary Shop Pay "Buy Now" button and showing payment icons under the main button produced a forecasted $44,562 per month. Oliver Kenyon reports a higher add to cart rate and conversion rate after the change.
- Revenue: a forecasted $44,562 per month, or $534,744 per year. This is a projection, not measured revenue.
- Add to cart rate went up. The size of the lift was not shared.
- Conversion rate went up. The size of the lift was not shared.
- Revenue per visitor, AOV and sample size were not shared.
The change
Shop Pay button replaced by a row of payment icons
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The cart drawer showed a secondary Shop Pay express button alongside the main button, so shoppers had two ways to pay.
Variant
The Shop Pay button was removed, leaving one main button. A row of accepted payment logos (Visa, Mastercard, Amex, Apple Pay, Google Pay, PayPal and others) sat directly below it.
Why it likely won
Our reading of the result, not the practitioner's claim.
- two competing buttons make shoppers stop and choose. One clear button removes that pause.
- the payment icons still show that wallets and cards are accepted, so shoppers didn't feel they had lost options.
- shoppers who prefer Shop Pay can still pick it at checkout, so little was lost by removing it earlier.
Caveats: Only a forecasted dollar figure was shared, with no percentage lift, sample size or duration. The post describes the change as under Add to Cart, but the screenshot shows the icons under Checkout in the cart drawer.
Who ran it
Oliver Kenyon (@oliverkenyon) 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 remove the secondary express pay button and show payment icons under the main button, then more shoppers will move forward, because one clear action is easier to take than a choice between two.
- Primary metric
- Conversion rate
- Guardrails
- Checkout completion rate
- Share of orders paid with Shop Pay
- Average order value
- Who should test it
- Stores whose cart or product page shows a dynamic Buy Now or Shop Pay button next to the main call to action. It may hurt stores where many repeat buyers rely on one-tap express checkout.
Questions
Should I remove the Shop Pay Buy Now button?
In this test, removing it and keeping one main button raised add to cart rate and conversion rate. Shoppers could still choose Shop Pay later in checkout.
Do payment icons increase conversions?
They were part of the winning variant here, placed directly under the main button. They show accepted methods without adding a second button.
Why can extra checkout buttons hurt conversion?
Two buttons ask the shopper to make a choice. Oliver Kenyon's hypothesis was that this choice caused hesitation.
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