By Luke Hardwick
January 29, 2019
We hear a lot about brands using SiteSpect for vendor testing, and that is a great use case for our unique architecture. But this case study gives a great example of using A/B testing to determine whether you need to add a vendor at all, and uses creative KPIs to understand customer behavior. PayPal is a well known payment method, one that is especially helpful as users spend an increasing amount of time browsing on the go on their mobile devices. This brand found a way to determine customer demand before investing in the service.
A high end, UK based hotel group.
This brand was considering introducing PayPal as a payment option, but before that they wanted a way to measure how many customers would use PayPal, and whether or not they were losing customers by not having it. They designed an A/B test to measure user behavior.
The A/B Test
The hotel brand used SiteSpect to insert a “fake” PayPal button on the payment page. When customers clicked the button they would receive a polite and positive error message. From here, the brand measured interaction with the PayPal button and drop-off for those who clicked and learned they could not use it to pay. These metrics would give the team a sense of how many potential customers are lost because they don’t have PayPal capabilities, and how many customers would prefer to use it if given the option.
Results And Next Steps
It turned out that 5% of total users clicked on the PayPal button, but only 3% of users continue to purchase after seeing the PayPal error message. Over the course of the 30 day A/B test, the brand determined they could be seeing an additional ￡55,000 per month by introducing the PayPal button. The brand is now working on implementing the new payment option as well as incorporating more digital wallet options.
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