Shopify Checkout Case Study: How We Increased Conversion Rate 2.7x

The context: Testing US demand with limited Shopify checkout options

For a household goods brand testing a new market, a low conversion rate does not necessarily mean customers are not interested in the products.

Our client wanted to test demand in the US before setting up the requirements to access Shopify Payments. In this stage, the store was attracting visitors and generating sales. However, we began to see that many customers were dropping off at Shopify Checkout. 

The challenge: Why were customers dropping off at Shopify Checkout? 

Because the client had not yet completed the business setup and verification requirements needed to use Shopify Payments LLC for its intended US operation, the store initially relied on PayPal. This allowed the brand to begin selling, but it also limited how customers could pay. 

As we reviewed the store’s performance, the conversion rate was only around 0.69%, and many shoppers were leaving. 

Some shoppers reported that PayPal did not work for them, while others contacted the brand to ask whether another payment method was available. A meta-analysis of 72 studies also found that transaction inconvenience is one factor that can trigger customer hesitation and online shopping cart abandonment (Jain et al., 2026). These customers had already selected a product and reached checkout. We recognized that this Shopify checkout friction could distort the entire market test.

The solution: How did we improve the payment experience at Shopify checkout? 

To remove the Shopify checkout barrier, we looked for a quick way to add card payments without delaying the market test. After evaluating the available options, we selected PayPal Expanded Checkout. The solution allowed customers to enter their credit or debit card details and complete their purchases directly on the website without redirecting them to PayPal’s own checkout page. 

Our team found and implemented the solution within one day, allowing the brand to continue testing the US market without committing to a long-term setup.

The result: Shopify Checkout improvements helped lift the conversion rate 2.7x. 

After PayPal Expanded Checkout was implemented, the results were significant:

• Conversion rate increased from approximately 0.69% to 1.89%
• The store achieved a 2.7x increase in conversion rate

During this period, we did not increase traffic or advertising spend. This provided strong evidence that more shoppers were able to complete their purchases. 

The result strongly supported our diagnosis that the available payment experience had been contributing to checkout friction. By removing that Shopify checkout barrier, the brand gained more completed orders and a more accurate view of its potential in the US market. 

“The results were beyond our expectations and confirmed that we had identified the right problem. The increase in conversion rate showed us how removing a payment barrier could help more shoppers complete their purchases.” 

Lacie – Project Specialist
IMP Marketing

The takeaway: How can brands identify and fix Shopify checkout problems quickly? 

When conversion performance is weak, Shopify checkout data can show where customers are leaving, while their feedback can help explain why. In this case, these signals helped us identify the payment barrier and find the right solution. 

Identifying the problem was only the first step. Acting quickly was equally important. Our team implemented the solution within a day.

From our perspective, a problem that affects growth has been clearly identified; it should be addressed as quickly as possible. In eCommerce, time matters: the longer a Shopify checkout barrier remains unresolved, the more opportunities the brand may lose. 

If you’re looking for a growth partner who works like part of your team, treats your brand like our own, and moves quickly when something is holding growth back, connect with IMP Marketing.