Hi {{given_name}},

How many shoppers have filled their cart on their phone, reached the payment page, and quietly given up rather than dig out their card?

Every extra box they have to type into might be costing you orders from people who had already decided to buy.

💡 This week's 80/20 rule - Turn on one tap payment options like Apple Pay, Google Pay, Shop Pay, and PayPal, and show those buttons on your product page and in your cart, not only at the very last step.

🧠 Behavior scientist BJ Fogg's Fogg Behavior Model says an action happens when motivation, ability, and a prompt all show up at the same moment. A buyer at checkout already has the motivation, so the job is to make paying easy. When it is not, people walk away, and 17% of shoppers say they have abandoned an order simply because the checkout was too long or complicated.

A wallet button removes the hardest part of paying online. The card number, expiry date, and address are already saved, so paying becomes a single tap and a glance at the phone. Stripe found that businesses offering Apple Pay saw an average 22.3% increase in conversion, and showing that button earlier in the checkout, rather than at the very end, was linked to about twice the conversion.

It's like a coffee shop that lets regulars tap their phone at the counter instead of handing them a form to fill in with their name and address every time they want a latte. Same coffee, same price, far less reason to walk out of the line.

🥔 Jackson's – This snack brand noticed that most of its online customers were already paying with express options like Shop Pay, Google Pay, and Apple Pay. So it added those buttons right inside its slide out cart, letting shoppers pay without first clicking through to a separate checkout page. In a two week test, that change brought a 35% lift in conversion rate.

👕 Everlane – This clothing brand runs on a fully custom built website and wanted to move away from a complex checkout. It added Shop Pay so returning buyers could pay with details that were already saved, and the brand went on to hit record highs in checkout conversion. Within 30 days, 15% of orders in the US were already going through the new button.

💌 GroupGreeting – This small startup sells digital group cards that coworkers sign together, and it wanted a faster way for buyers to pay. It moved to a checkout that supports Apple Pay and Google Pay out of the box, then split its traffic between the old and new versions to measure the difference. The new checkout converted 8% higher, and the first month after switching was the biggest in company history.

Add wallet buttons to your invoices
Most invoicing tools, including Square, Stripe, and QuickBooks, can accept Apple Pay and Google Pay. Open your payment settings and switch them on so clients can settle a bill straight from the email in one tap instead of typing in a card number.

Take deposits with a payment link
When someone books a consultation or a job, send a payment link for the deposit right away. Tools like Square and Stripe create these links in a minute, and wallet payments on the link page mean the client can pay before they have time to second guess.

Let people pay while they book
If your booking tool supports it, turn on card and wallet payments inside the booking flow itself. A client who books and pays in one go has made a firm commitment, and you skip the awkward chasing later.

Show the payment options up front
Add a simple line near your booking button like "Pay by card, Apple Pay, or Google Pay". It answers a quiet question before it turns into a reason to wait.

Turn on every wallet your platform offers
Shopify, Squarespace, Wix, and WooCommerce all support express payment buttons like Shop Pay, Apple Pay, Google Pay, and PayPal. Go to your payment settings and switch on each one your customers are likely to use. It usually takes a few minutes.

Show the buttons on the product page
Most store themes have a setting that displays "Buy with" buttons right under Add to cart. Turn it on so a shopper who already knows what they want can go from product page to paid order in seconds.

Put them in the cart too
If your cart opens as a slide out drawer, make sure the express buttons appear there as well as on the checkout page. That drawer is the moment a shopper decides whether to keep going.

Check it on your own phone
Buy something small from your own store on your phone using Apple Pay or Google Pay. Count the taps, note anything that slows you down, and fix it. Your customers are doing exactly that every day.

1️⃣ The rule change: Turn on one tap wallet payments like Apple Pay, Google Pay, and Shop Pay, and show them on your product pages and in your cart.

2️⃣ Why it works: Buyers at checkout are already motivated, so making payment easier removes the last hurdle. Businesses offering Apple Pay saw an average 22.3% increase in conversion.

3️⃣ The result: More finished orders, fewer abandoned carts, and a smoother experience for customers, all from a few settings you switch on once.

🔎 For this week's website review, let's look at Hefe's Hot Honey. Hefe's Hot Honey is a small batch hot honey and honey mustard maker in Edmonton, Alberta, that started as a pulled chicken sauce made for friends at fantasy hockey drafts.

💡 The Good:

A founder story that sticks
The homepage introduces Jeff, aka Hefe, and explains how friends kept begging him to bottle the sauce he made for their hockey drafts. It's a fun, human origin story that makes a $12 bottle feel like something made by a real person, not a factory.

A $1.50 way to try it
"Just The Tip" is a tiny sample sold for $1.50, and it shows up right on the product page with its own Add button. That's a smart move for a first time buyer who isn't sure about the heat, since the risk of trying it drops to almost nothing.

Copy that sells the meal, not just the bottle
The OG product page suggests slathering it on ribs, drizzling it over pizza, or dipping dry ribs. Giving shoppers ready made ideas helps them picture dinner tonight, which is exactly what turns a curious visitor into a buyer.

🔧 Suggestions:

Add one tap pay buttons to the cart
The cart shows a single CHECKOUT button and an Afterpay note, with no Apple Pay or Google Pay option in sight. Turning on express payment buttons right in the cart would let hungry shoppers pay in one tap, which is this week's rule in action.

Lift the buy button into view
On a phone, the GET THAT OG button sits about 1,280 pixels down the page, below a very large title and two paragraphs of copy. Moving it up to sit right under the price keeps the main action in view the moment the page loads.

Show shipping before checkout
The cart only shows a subtotal, so shoppers find out the delivery cost at the final step. A simple line in the cart about shipping costs across Canada would answer the question that Baymard research ranks as the top reason people abandon an order.

See you next time for another simple, high-impact strategy!

The LOGO Editorial Team