One clear action at the payment step

On desktop, the Checkout Review and Pay page had two Purchase Now buttons: one above the payment details and one below. The top one sat before the form it was meant to submit.

That put the decision in the wrong order. People were being asked to buy before they’d filled in what they needed to. So the question was simple: would one button, after the payment details, make the order of things more obvious?

I did the research and the Figma design, and worked with dedicated analysts on the behavioural analysis. The change was to remove the top Purchase Now button and keep the one below the payment fields.

The thinking was simple: fill in your details first, then press buy. One clear action, where people expect it. It was a change to the payment step only, not a redesign of the whole checkout.

I also handed the design over. The original deck has the before and after screens. It doesn’t have a full record of every design round or how it was built.

The before and after screens show the change itself: two competing actions at the payment step, reduced to one. The case for it rests on the order of the page — details first, decision after — and on the distraction a premature action creates at the point of payment.

The original deck also holds client analytics for the checkout. Those figures haven’t been independently cleared for public disclosure, so they’re not published here, and this case study doesn’t rely on them.

Adding another button doesn’t always make things easier. Where a button sits matters as much as whether it’s there.

This was a decision I’d stand by on design grounds: one action, after the details, in the order people expect. What I can’t show here is a controlled test of its effect, so I’m not claiming one.