# Express checkout removed from product pages: +13% conversion

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Checkout steps, fields & flow, Payment icons, express checkout & BNPL
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/removing-express-checkout-on-the-pdp
- Page: https://liftarchive.com/test/stone-creek-coffee-remove-pdp-express-checkout/

Removing 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.

## Result

**+13% conversion**

- 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%.

## 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)

- 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%.

## How to run this test

- 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
- Guardrail: Subscription orders per visitor
- Guardrail: Checkout completion rate
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/stone-creek-coffee-remove-pdp-express-checkout/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.