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gymshark.com →CRT-012Cart · momentumMedium
Express wallets do not visually compete with primary checkout CTA
Express wallets do not visually compete with primary checkout CTA.
Free · no card · runs all rules at once · judged on 15 stores · updated
27%of the audited stores we could judge fail this rule
7 pass4 partial4 failPublished audits · September 2026
Stores judged
15
of 40 published audits
Score weight
0.0pts
of the 100-point score
Page share
20%
of the score is the cart
What earns each verdict
Same outcomes on every UXFix rule · how verdicts work✓ Pass7
Primary checkout CTA still dominant OR clear visual hierarchy.
~ Partial4
Slightly competing.
✕ Fail4
Chaotic array of equal-weight buttons.
not assessable is recorded when the rule applied but the store could not be judged on it (bot protection, a region lock, a step we could not reach), and not applicable when the store has nothing for the rule to judge. Those stores are left out of every number on this page, never guessed. Why we do that
Why it matters
Express wallet buttons (Apple Pay, Google Pay, Shop Pay, PayPal) are competing with the main Checkout button for the shopper's eye.
When every button looks equally important, the shopper hesitates. A clear primary CTA carries momentum through the cart into checkout.
That sentence is the one a failing store sees in its own UXFix report.How rules are weighted and scored →
15 audited stores, one dot each
4 failPassPartialFail
Every published UXFix audit this rule could be judged on, as of 23 Sep 2026. A count of real stores, not a simulation of yours.
How we test it
Scripted walk, fresh signed-out browser · the full walk- 1Fresh browserSigned out, cookies cleared, desktop and mobile viewports, the store's live theme.
- 2Open a productA real, in-stock product page, found the way a shopper finds one.
- 3Add to cartDefault variant, quantity one, then the cart page itself.
- 4Judge this ruleAgainst the standard above, on what a shopper can see.
- 5Record the verdictPass, partial or fail, saved with the screenshot it was judged on.
What the agent looks for
Express wallets do not visually compete with primary checkout CTA.
Confidence
The rulebook rates this check’s confidence unstated. When the agent is not sure, the rule is recorded as not assessable rather than guessed.
Not judged
25 of 40 published audits: the rule did not apply or could not be judged. Dropped, never guessed.
The numbers behind the rule
Published UXFix audits · more statisticsWhere this rule sits among 103 UX rules
Most-failed rank#41
Score weight rank#102
Fail rate27%
Score weight: a fail costs 0.0 pts of of the 100-point score; a partial costs half that. Most-failed rank is among the 79 rules with enough published audits to report a rate.
The issue, on real stores
from each store's own published audit1 of the stores that fail this rule, each shown on the screen it was judged on, with the problem area marked. The picture is the store's own capture on the date shown, and stores change.
The fix
The same steps a failing store sees in its reportA pass means: Primary checkout CTA still dominant OR clear visual hierarchy.
Severity
Medium
Score gain
+0.0pts
Page
Cart
Score gain is roughly what a fail-to-pass change adds; rules that could not be judged are left out, which can move it a little. Re-run a free audit after the change ships to confirm the verdict moved.
Checklist for the pass
0 of 3Tick each step as you ship it. The audit judges the live store, so re-run it once all of them are done.
Every store that fails this rule
| # | Store | Score | Audited | Published audit |
|---|---|---|---|---|
| 1 | Ooniooni.com | 64 | Open audit | |
| 2 | Caspercasper.com | 62 | Open audit | |
| 3 | Tomstoms.com | 52 | Open audit | |
| 4 | Gymsharkgymshark.com | 57 | Open audit |
What our auditors say about this rule
Express wallets belong beside the checkout button, not in front of it. Somebody who wanted the normal path should not have to look for it.
Written by the person who audits this rule, and reviewed every quarter.
What this rule rests on
The published research and standards this rule is drawn from. Open them and check the reasoning for yourself.
Keep going
All rules →RuleCRT-001
Cart shows full cost breakdown: items, shipping estimate, tax estimateCart · Critical ›RuleCRT-002
Shipping estimator (ZIP/country) available in cartCart · High ›RuleCRT-003
Tax shown or clearly labeled as calculated at checkoutCart · High ›RuleCRT-005
Delivery estimate for each item visible in cartCart · Medium ›RuleCRT-006
Discount/promo application shows explicit line item, not silent adjustmentCart · Medium ›RuleCRT-007
Line items editable in place (qty, variant, remove) without page reloadCart · High ›RuleCRT-010
Primary checkout CTA visually dominant on the pageCart · High ›RuleCRT-011
Express wallet options (Apple/Google/Shop Pay) present in cartCart · High ›