Inspiration – Test whether presenting express checkout alongside standard reduces drop‑off

Overview

Goal: Reduce checkout friction by showing express wallets (Shop Pay/Apple Pay/PayPal) as equal options next to standard checkout.

Build time: 6–8 minutes.

Expected impact: 4–12% uplift in checkout starts and completed checkouts.

Hypothesis

Some shoppers prefer wallet payments for speed and trust. Making express checkout a first‑class option (not hidden behind the next step) matches user preferences, shortens time to pay, and reduces abandonment caused by account creation or long forms.

Assumptions

• Preference Fit: Users with stored wallets are more likely to complete when their option is visible.
• Speed Matters: Fewer steps and auto‑filled details decrease friction and errors.
• Parity: Equal visual weight avoids perceived steering or confusion.
• Device Context: Mobile users benefit most from wallet taps vs. form filling.

Setting up the experiment in Personizely (Content Test)

Run a content A/B test with:

• Control: Single “Proceed to checkout” button.
• Variant: Two to three primary buttons: “Express Checkout (Shop Pay/Apple Pay/PayPal)” and “Standard Checkout.”

Link each button to its respective flow and track distinct clicks. Keep copy neutral and consistent.

For step‑by‑step setup, see: How to create an A/B experiment →

https://docs.personizely.net/campaigns

Recommended configuration:

• Placement: Cart page and mini‑cart; repeat at the first checkout step if possible.
• Targeting: Mobile users; returning visitors; regions where specific wallets are supported.
• Traffic split: 50/50.
• Goals: Primary = Checkout completion rate; Secondary = Checkout start rate, time to purchase.
• Trigger: Immediate.

Additional notes:

• Detect unsupported wallets by region/device and hide unavailable options.
• Keep visual hierarchy clear—avoid more than 3 primary buttons.
• Ensure analytics track wallet vs. standard starts and completions.
• Avoid forcing wallet login; always provide a standard option.

This Content Test will show whether elevating express wallets next to standard checkout reduces friction and increases completed purchases.

Updated on: 26/01/2026