All payment badges above Add to Cart: +82% Add to Cart clicks
Commentary byLiftArchiveOur analysis, not theirsReplacing a PayPal installments badge with badges for every payment option lifted Add to Cart clicks by 82% for Serpent Forge.
Clicks to the checkout page rose 32%. Serpent Forge ran the test on its product pages, and it was published as a VWO case study.
- Add to Cart clicks: +82%.
- Checkout page click rate: +32%.
- Page engagement: +2%.
- Click metrics only; the effect on completed orders was not shared.
The change
The PayPal-only badge is replaced by badges for every payment method.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A PayPal installments badge sat directly above the Add to Cart button. Some customers asked whether other payment methods were accepted.
Variant
Badges for all payment options, including Apple Pay, Google Pay, Mastercard and Visa, in the same spot above the button.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The PayPal-only badge suggested PayPal was the only way to pay, which confused some shoppers.
- Showing familiar card and wallet logos answers 'can I pay my way?' before the shopper commits.
- Recognizable logos may also add a sense of trust for a smaller brand.
Caveats: The test involved just over 2,600 visitors, so an 82% lift is likely to shrink at scale. Duration and confidence were not shared.
Who ran it
Serpent Forge ran this test for Serpent Forge and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Serpent Forge →
How to run this test on your store
- Hypothesis
- If we show all accepted payment methods near the Add to Cart button, then more visitors will add to cart because they will know they can pay the way they prefer.
- Primary metric
- Orders per product-page visitor
- Guardrails
- Add to Cart click rate
- Checkout completion rate
- Who should test it
- Stores that only show one payment method on the product page, or that get questions about payment options. It adds little if payment icons are already shown there.
Questions
Do payment icons on product pages increase sales?
They raised Add to Cart clicks 82% for Serpent Forge, but the sample was small and orders weren't reported. Test it and measure completed orders.
Can a single payment badge hurt conversions?
It can if shoppers read it as the only option.
Serpent Forge saw that confusion with a PayPal-only badge.
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