Shopify-stylecheckout
Checkout-to-purchase up 2.6 points — and the entire lift arrived through one payment method.
WooCommerce · Nordic baby gear · May 2026 · Win — with a twist
Checkout-to-purchase up 2.6 points — and the entire lift arrived through one payment method.
WooCommerce · Nordic baby gear · May 2026 · Win — with a twist
A single streamlined, Shopify-like checkout converts better than the legacy multi-step flow.
Rebuilt checkout as one continuous flow with express wallets offered up front.
+2.6pp
Checkout-to-purchase improved by a real +2.6 points. The first two days read +5.2 — early reads flatter. And the lift was not uniform: it came almost entirely through express-wallet orders, whose share jumped sharply.
Wait for the settle — day-two numbers overstated the win by 2x. And find the mechanism, not just the delta: the win arrived by shifting buyers into express wallets, which changes tracking exposure and payment costs, not only conversion.
Pre/post around launch, not a randomized split. The payment-mix shift also changes what your pixels can see — express-wallet flows lose more tracking — so funnel metrics and backend order data must be read together.
Sessionized GA4 funnel events for the headline, backend payment-mix data as the guardrail. One instrumentation trap: add_payment_info went from near-zero to real volume with the new flow — an instrumentation change that masquerades as a behaviour change.
This write-up lives in the knowledge base Ankka maintains for the store it ran on — next to the queries that proved it. The free tracking audit is where your store's library starts.