Express checkout removed from product pages: +13% conversion
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsRemoving express checkout buttons from product pages lifted conversion rate by 13% for Stone Creek Coffee.
Blend Commerce ran this two-week A/B test. Revenue per visitor rose 20%, though subscription orders per visitor fell.
- Conversion rate: +13%.
- Revenue per visitor: +20%, and average order value: +6.29%.
- Add-to-cart rate: +10%.
- Subscription orders per visitor: -7.21%, a drop worth watching. Subscription revenue still rose 3.35%.
The change
Express checkout buttons removed, so add to cart is the only way forward.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product pages showed express checkout buttons next to the add-to-cart button, letting shoppers skip the cart.
Variant
The express checkout buttons were taken off the product page. Shoppers added to cart and checked out through the cart.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Sending everyone through the cart gave them a chance to see upsells, which fits the rise in order value.
- Several payment buttons on a product page can distract from the main add-to-cart action.
- Express checkout can rush a shopper to pay before they finish choosing, so some may have dropped off there.
Caveats: The test ran for two weeks and reached 86% significance, below the usual 95% bar. Subscription orders per visitor fell 7.21%.
Who ran it
Blend Commerce ran this test for Stone Creek Coffee 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 remove express checkout buttons from product pages, then revenue per visitor will rise because shoppers pass through the cart and see upsells.
- Primary metric
- Revenue per visitor
- Guardrails
- Subscription orders per visitor
- Checkout completion rate
- Mobile conversion rate
- Who should test it
- Stores with useful cart upsells or bundles and shoppers who often buy more than one item. Single-product impulse stores may lose sales without the fast path.
Questions
Do express checkout buttons on product pages help conversion?
Not always. In this test removing them raised conversion by 13%, likely because shoppers saw upsells in the cart.
Should I remove express checkout from the checkout page too?
This test only removed it from product pages.
Express options inside the cart or checkout were not tested here.
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