Card icons under express checkout: +7.81% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsAdding card and other payment method icons under the express checkout buttons lifted revenue per visitor by 7.81%. Dave Diederen ran the test on a Shopify checkout, where conversion rate rose 4.69% and profit per visitor rose 8.84%.
- Conversion rate: 3.78% to 3.96% (+4.69%), range +2% to +22%.
- Revenue per visitor: $2.52 to $2.71 (+7.81%), range +1% to +33%. The tool estimated about $26,215 extra per month.
- Profit per visitor: $1.69 to $1.84 (+8.84%), the primary metric.
- Average order value: $66.53 to $68.52 (+2.99%), but its range (-5% to +20%) crosses zero.
The change
Card and payment icons added directly under the express buttons
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The checkout showed express buttons for Shop Pay, PayPal and Google Pay at the top, with no sign of card payment until further down.
Variant
Under the express buttons, an 'OR' divider was followed by a row of icons: Visa, Mastercard, Amex, Discover, PayPal and one more method.
Why it likely won
Our reading of the result, not the practitioner's claim.
- shoppers who don't use a wallet button may wonder if they can pay by card, and the icons answer that at once.
- the icons make all payment options clear before the shopper starts filling in fields.
- Dave frames it as clarity about options rather than as a trust badge.
Caveats: Sample size and duration were not shared. Dave says this kind of test has won often for them lately, but this result is from one store.
Who ran it
Dave Diederen (@DaveDiederen) 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 show card and other payment icons right under the express checkout buttons, then conversion will rise because shoppers see they can pay their usual way before filling in the form.
- Primary metric
- Revenue per visitor
- Guardrails
- Profit per visitor
- Checkout completion rate
- Express checkout share
- Who should test it
- Shopify stores whose checkout opens with prominent wallet buttons and many card-paying customers. Less likely to matter if most buyers already use Shop Pay or PayPal.
Questions
Should I show card logos at checkout?
In this test, card and payment icons under the express buttons lifted revenue per visitor 7.81%. They tell shoppers they can pay by card before they start the form.
Where should payment icons go on a Shopify checkout?
Right under the express checkout buttons, after an 'OR' divider, is where this test placed them.
Do express checkout buttons put off card payers?
They can raise doubt when they are the first thing shown. Dave's view is that some shoppers wonder whether normal card payment is possible.
Similar tests
@CROguy_@DaveDiederen
@kasper_dolk
@joshtCRO