Express checkout in the cart drawer: +35.44% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding Shop Pay, PayPal and Google Pay express buttons to Singular Sound's cart drawer lifted conversion rate by 35.44%.
Blend Commerce ran this A/B test for the music equipment brand.
Revenue per visitor rose 56.77% and products per visitor 38.89%.
- Conversion rate: +35.44%.
- Revenue per visitor: +56.77%.
- Average products per visitor: +38.89%. Shoppers added more items before paying.
- Statistical significance: 95.89% over 13 days.
The change
The variant adds express wallet buttons inside the cart drawer.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The cart drawer had only the standard checkout button. Shop Pay express checkout was offered on the product page only, which suited single-item purchases.
Variant
Shop Pay, PayPal and Google Pay express checkout buttons were added inside the cart drawer, alongside the standard checkout.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Express checkout on the product page only works for one item. In the cart, it covers the whole basket.
- Familiar wallet buttons skip form filling, which cuts effort at the last step.
- Knowing a fast checkout waits in the cart may make shoppers more willing to add extra items.
Caveats: The test ran for 13 days. Sample size was not shared.
Who ran it
Blend Commerce ran this test for Singular Sound and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we add express checkout buttons to the cart drawer, then more shoppers will complete purchases because they can pay for their whole basket in one step.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Products per order
- Checkout completion rate
- Who should test it
- Shopify-style stores with a cart drawer and express wallets offered only on product pages or at checkout. Less useful if your cart already shows express options.
Questions
Should express checkout buttons go in the cart drawer?
In this test it lifted conversion rate by 35.44% and revenue per visitor by 56.77%.
It lets shoppers pay for a full basket quickly.
Which express payment options were tested?
Shop Pay, PayPal and Google Pay, all inside the cart drawer.
Does express checkout reduce order size?
Not here. Products per visitor rose 38.89%, so shoppers added more before paying.
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