When payment options stand out: Payment option salience on the product page increases purchase likelihood

Puntos clave

• Increased salience of payment options leads to higher purchase likelihood among consumers, enhancing transaction success.
• A significant 23% increase was observed in purchase likelihood when payment options are prominently displayed.
• Observational analysis across various online shopping platforms evaluated consumer behavior related to payment visibility.
• These findings highlight the importance of payment option presentation in driving online sales, suggesting design improvements.