Cart: Express Checkout Button on Smart Cart
Hypothesis
Adding an express checkout option directly in the Smart Cart reduces friction for high-intent buyers by skipping the standard checkout steps, leading to more completed purchases.
Test Results
Key Learning
Context: The primary call-to-action on the cart isn't converting at its potential — design, copy, or placement may be the bottleneck.
What was tested: Express checkout reduces decision fatigue at the cart stage for repeat buyers. Smart Cart with express options captures high-intent mobile users who abandon standard checkout. Combining cart UX improvements with site speed work compounds conversion gains. 's native express checkout integrations (Shop Pay, Apple Pay) are high-leverage test candidates
Result: No statistically significant difference was detected. This null result is still valuable — it narrows the search space and helps calibrate your minimum detectable effect for future tests.
How to Apply This to Your Site
This experiment tested cart: express checkout button on smart cart but produced no statistically significant change. The test was run on a cart page in the e-commerce industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that form tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
Jackson's partnered with Blend for a 4-month CRO program. After a comprehensive CRO audit identifying 25+ recommendations, Blend implemented the Rebuy Smart Cart and ran A/B tests. One key test added an express checkout button to the Smart Cart, enabling one-click purchase completion for returning customers with saved payment methods.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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