With rising customer expectations for fast and secure payments, the payment journey has become a prime focus for conversion rate optimisation (CRO) efforts. At the heart of these efforts is A/B testing—a powerful method for refining every element of the payment experience. Forward-thinking merchants are using A/B testing not just on landing pages or product descriptions, but deep into the payment flow, where it can have the most direct impact on revenue. Here’s how e-commerce leaders attending the eCommerce Forum are optimising the payment journey in 2025 – and what best practices they’re following…
1. Optimising Payment Page Design and Layout
The payment page is where intent becomes action—yet it’s also where many customers abandon their carts. A/B testing can reveal which page layouts, field arrangements, and visual cues reduce friction and improve completion rates.
✔ Test variations in form field length and labelling, especially for delivery and billing information.
✔ Experiment with progress indicators (e.g., step counters) to reassure users and reduce dropout rates.
✔ Compare single-page checkouts versus multi-step flows to identify which better suits your audience.
Design simplicity, clarity, and perceived speed are key factors driving better results.
2. Testing Payment Methods and Trust Signals
Offering the right mix of payment options and trust indicators can make or break conversions—particularly in international or mobile-first markets.
✔ A/B test placement and visibility of digital wallets, such as Apple Pay, Google Pay, or PayPal.
✔ Experiment with badges and logos for security certifications, card schemes, or fraud protection services.
✔ Measure the impact of showing reassurance messaging, like “100% secure checkout” or “No hidden fees.”
The goal is to instil trust at the critical moment of transaction.
3. Reducing Cart Abandonment Through Real-Time Testing
With the rise of personalised and dynamic checkout flows, A/B testing is increasingly being deployed in real time to improve performance based on device type, referral source, and customer segment.
✔ Use geo-targeted testing to adjust currency display and localisation features.
✔ Tailor checkout copy or urgency messaging depending on traffic source or campaign channel.
✔ Monitor performance across mobile vs desktop and adjust accordingly.
Real-time experimentation platforms allow marketers to iterate rapidly and adapt to evolving user behaviour.
4. Measuring Success Beyond Conversion Rate
While conversion rate is the primary KPI, successful A/B tests also track:
✔ Payment failure rates
✔ Average order value (AOV)
✔ Customer satisfaction post-checkout
These broader metrics provide a more complete view of payment journey performance.
In 2025, A/B testing has become an essential tool for refining the payment experience in UK e-commerce. By focusing on design, trust, personalisation, and performance measurement, brands can turn more clicks into conversions—and reduce the risk of abandoned baskets at the final hurdle.
Are you searching for A/B testing solutions for your organisation? The eCommerce Forum can help!
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