Brand A/B Tests Payment Terms and Sees Big Wins

Are you thinking about A/B testing on your digital channels, or have you been running an A/B testing program but are interested in learning more? You’ve come to the right place. Think of this blog series as a catalogue of optimization A/B tests, where you can learn about what went right, what went wrong, and where you might be able to A/B test your sites for optimal engagement and risk mitigation.

The Brand

A major hotel operator with over 40 properties.

The Project

This company included a “Pay Later” option on its checkout page. However, customer surveys revealed that customers who chose that option were surprised and disappointed to find they had to enter their credit card information in the same transaction. The brand suspected that clarifying the language of the “Pay Later” option would reduce friction and increase completed conversions.

The A/B Test

To clarify the process, the brand revealed the credit card payment form under the “Pay Later” copy, and introduced copy informing customers that their cards would not be charged now. This was done as a simple A/B test across all devices.

Results and Next Steps

All devices saw upward trends in conversions, but the most significant difference was found on mobile devices, where purchases increased by 25%. The brand’s next step will be to serve the winning variation to 100% of users immediately.

Access the Catalog of Case Studies

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