@joshtCROWhy payment options matter at checkout
By the time shoppers reach checkout, they have already decided they want the product.
What stops them now is doubt about paying: is my card accepted, can I split the cost, can I use a wallet I already trust.
Payment icons and express buttons answer those questions without any extra reading.
Measured results
Icons under the express buttons
Express checkout buttons like Shop Pay and PayPal sit at the top of many checkouts.
Shoppers who don't use them may not realise a card is fine too.
Dave Diederen added card and other payment method icons under the express buttons.
Results: +4.69% conversion rate, +7.81% revenue per visitor, +8.84% profit per visitor and +2.99% AOV.
Buy now, pay later
Dave Diederen also enabled Shop Pay's buy now, pay later option.
Conversion rate moved from below 1% to above 1%.
No exact figures were shared, so it's hard to size, but the direction is clear.
A trust image with financing
Milos added one image to checkout combining social proof, the return policy and financing.
The reported result is +$55,000/month. Because it bundles three messages, you can't tell how much came from the financing part alone.
@CROguy_
@DaveDiederen@DaveDiederenLosing or flat tests
There are no losing or flat tests in this hub.
With only three results, that says more about how little has been published than about the element.
Losing tests are less likely to be shared.
Untested ideas
Two ideas point to what to try next:
- Kasper Dolk suggests a money-back guarantee block under the order total, with a line like 'Less than 1% of customers use our Money Back Guarantee' and a secure payments note.
- Josh Thompson reports cutting clicks from cart to purchase, adding express checkout and removing unneeded form fields, with -31% cart abandonment and +$118K. No test data is shown, so treat it as an idea.
Patterns that won
- Place payment icons directly under the express buttons, so card buyers know they're covered.
- Offer a pay-later option if your average order is large enough that splitting it matters.
- Put reassurance (returns, proof, financing) on the payment step itself, not only earlier in the funnel.
Related tests elsewhere on the store
Payment icons and express buttons have been tested far more on product pages, where the results are more mixed.
Some stores won by adding them under the buy button and others won by hiding them.
Check those results before copying a checkout pattern onto your product page.