Experiments

PAYPAL EXPRESS CHECKOUT BUTTON

PayPal Express Checkout

The Experiment in Action

Hypothesis

Customers are looking for seamless and quick experiences when buying online including the payment process. Payment options such as PayPal, when added to the checkout process, simplify and minimize the number of manual steps a customer must take to complete the payment.

PayPal Minicart

CONTROL – MOBILE

PayPal Express Checkout Mini Cart - Control

TREATMENT – MOBILE

PayPal Express Checkout Mini Cart - Treatment

PayPal Cart

CONTROL – MOBILE

PayPal Express Checkout Mini Cart - Control

TREATMENT – MOBILE

PayPal Express Checkout Cart - Treatment

PayPal PDP

CONTROL – MOBILE

PayPal Express Checkout PDP - Control

TREATMENT – MOBILE

PayPal Express Checkout PDP - Treatment

PayPal Express Checkout Experiment

How It Works

How It Works

This treatment adds a PayPal and/or PayPal Credit* button to the merchant’s product page, product page mini cart or the cart page to enable faster and easier PayPal payment experiences. The PayPal Express Checkout simplifies the payment process by offering a check out process that only requires two steps to complete.
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Why We Are Testing It

PayPal options are buried deep below many other call-to-action buttons — creating more prominent exposure will increase revenue lift for merchants. Online shoppers are increasingly becoming impulse buyers. Those who are paying with PayPal can complete a purchase and bypass entering credit card information and shipping details, saving time and energy.

Injecting the PayPal Express Checkout shortcut in the mini cart, product detail pages and cart pages to bypass the conventional checkout funnel should lead to increased conversion rates. (Note: for all sites that accept PayPal as a method of payment). Conventional wisdom says that the PayPal Express Checkout feature should increase the checkout conversion rate but may decrease average order value (AOV) and thus overall revenue.

*PayPal Credit is subject to consumer credit approval.

Results: PayPal Express Checkout Experiment

Average performance numbers are based on results from June 14, 2018 to September 15, 2019 from 35 merchant sites.

Average Experiment Results So Far*

Device TypeAverage LiftTotal Visitors
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
TreatmentControl
Device Type: MobileMobile
+3.12%+4.49%-1.14%1,115,7691,101,789
Device Type: DesktopDesktop
+1.89%+2.99%-1.32%833,695870,802
Device Type: TabletTablet
+6.09%+4.45%+1.33%146,737149,393

*These results reflect the average findings for all participating merchants and are not guaranteed for all users.

Results: PayPal Express Checkout Experiment

Average performance numbers are based on results from June 14, 2018 to September 15, 2019 from 35 merchant sites.

Average Experiment Results So Far*

Device Type: MobileMobile
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+3.12%+4.49%-1.14%

Total Visitors: Treatment: 1,115,769 | Control: 1,101,789

Device Type: DesktopDesktop
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+1.89%+2.99%-1.32%

Total Visitors: Treatment: 833,695 | Control: 870,802

Device Type: TabletTablet
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+6.09%+4.45%+1.33%

Total Visitors: Treatment: 146,737 | Control: 149,393

*These results reflect the average findings for all participating merchants and are not guaranteed for all users.

Distribution of Average RPV Lift for All Traffic

Distribution of Average RPV Lift - PayPal Express Checkout

*These results reflect the average findings for all participating merchants and are not guaranteed for all users.

Data Analysis: PayPal Express Checkout Button Experiment

What It Means

What It Means

Placing the PayPal Checkout shortcut in different locations near the top of the checkout funnel can work well. The look, feel, and layout of a page can have a positive (or negative) effect on the PayPal button’s performance. For example, placing the shortcut on a minicart results in a 4.33% lift in RPV, whereas placing it on the cart results in a positive lift of just 2.48%. Merchants are encouraged to continue experimenting with PayPal button placement to maximize the potential of this element.

Location Breakdown

Average performance numbers are based on results from June 14, 2018 to September 15, 2019 from 35 merchant sites.

Average Experiment Results So Far*

LocationAverage LiftTotal Visitors
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
TreatmentControl
PDP+2.69%+3.74%-1.13%2,000,5922,023,232
Minicart+3.84%+2.92%+0.93%126,956134,574
Cart+1.89%+2.23%-0.48%363,518377,244

*These results reflect the average findings for all participating merchants and are not guaranteed for all users.

Location Breakdown

Average performance numbers are based on results from June 14, 2018 to September 15, 2019 from 35 merchant sites.

Average Experiment Results So Far*

Location: PDP
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+2.69%+3.74%-1.13%

Total Visitors: Treatment: 2,000,592 | Control: 2,023,232

Location: Minicart
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+3.84%+2.92%+0.93%

Total Visitors: Treatment: 126,956 | Control: 134,574

Location: Cart
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+1.87%+2.23%-0.48%

Total Visitors: Treatment: 363,518 | Control: 377,244

*These results reflect the average findings for all participating merchants and are not guaranteed for all users.

Who Should Try It

The PayPal Express Checkout Experiment is intended for merchants who do not have PayPal and/or PayPal Credit* listed as a payment option on their checkout page, mini cart or cart page.

*PayPal Credit is subject to consumer credit approval.

Who Should Try It

The PayPal Express Checkout Experiment is intended for merchants who do not have PayPal and/or PayPal Credit listed as a payment option on their checkout page, mini cart or cart page.

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