Fashion brand wins mobile conversions with “Express Checkout Options” message in cart page.

For a luxury fashion brand, highlighting express payment options increases conversions on mobile.

Your add-to-cart messaging is a critical part of the purchase process. Make it persuasive.

Before, the message “We’re Committed to your Satisfaction” was listed by the add-to-cart button on a jewelry brand’s product page.

Instead, we tested two new variations:

  1. “Express Payment Options Available”
  2. “Free Shipping For Orders $150+”

Each contributed to a higher Average Order Value (AOV), but mobile traffic saw the highest conversion increase with the first option under the add-to-cart button.

Here’s Why it Worked

Convenience is bliss. Use it to your advantage.

A Satisfaction Commitment is a great sentiment. But, right next to the add-to-cart button may not be the most impactful place for it.

Offer them speed and ease instead.

With express payment, there is zero friction. A product like jewelry is a personal decision backed by emotions. If it’s easy to checkout, it’s easy to follow through on their emotional decision.

Express payment = less work for customers.

What Most Brands Do Wrong

Most brands recognize the power of persuasive messages next to the add-to-cart button.

But, most don’t TEST to see what variation works best for their audience on mobile vs. desktop.

Remember: your commitment to your customers (“Satisfaction Guaranteed”) is not a compelling enough reason for them to make a purchase.

Instead, highlight value-added features like Express Payment Options and Free Shipping to impact the convenience and speed of their purchasing process.

Steps to Try Today

Do you have a message next to your add-to-cart button on product pages?

Follow these pointers:

  • Highlight your most valuable incentives
  • Ensure that your message is optimized for mobile devices
  • Rotate your messaging themes

Then, make sure to test!

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