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# Inspiration – Test whether presenting express checkout options alongside standard reduces checkout drop‑off and time to purchase

# 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.

![](https://storage.crisp.chat/users/helpdesk/website/-/3/0/a/0/30a06a2316be0a00/express-checkout-ab-test-t3cha_f6i8l6.jpg =800x787)

## 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.